Manulife Financial
While at Manulife Financial, I built and managed website-related content across different business units, serving several different stakeholders. My range of work experience at Manulife included building websites, SEO optimization, Adobe Analytics tracking, Adobe Target A/B testing, AODA-compliance, quality assurance validations and working closely with AEM developers, training and mentorship, and UI/UX such as UX writing and improving webpage design.
See below for specific examples of my work at Manulife.
Manulife Bank Cross Sell
A bilingual password-protected website aimed at cross-selling specific banking promotions and products to existing Manulife customers.
As a content author using the AEM CMS, I spearheaded the launch of this program and used experience fragments and content fragments to build approximately 30 customized portals for different member groups (alumni associations, professional organizations, etc.)
I also helped improve the website platform with code enhancements and bug fixes by working closely with web developers in meetings, one-to-on calls, Jira tickets, and bi-monthly code release validations.
Manulife Developers
This bilingual website was conceived as a recruitment platform for post-secondary students interested in completing internships with Manulife.
I served as the project manager and content author for this website, wherein which I set recurring status meetings, disseminated tasks and deadlines, escalated and helped solve issues, and leveraged other teams and team members to build and launch the website, satisfying our stakeholders and the business at large.
Manulife Group Benefits/Retirement Portals
As part of a year-long project, my team and I migrated 60 outdated employee benefits websites to modern, AODA-compliant AEM 6.5 platforms that were also in-line with current digital branding guidelines and UI/UX design at Manulife.
This was a massive undertaking requiring daily standup meetings, dozens of enhancement and bug fix requests with the development team, regular meetings with stakeholders on behalf of the client, on-the-job learning/training, and continuous improvement and optimization of workflow allowing for successful project completion by year-end.
Manulife Educate Your Members Portal
I built this high-profile website as the product of another migration from an outdated platform to a modern, AODA-compliant, AEM 6.5 standard.
It's a vast resource centre for providing crucial financial wellness education to Manulife Members. Everything from investment accounts, to goal setting, to budgeting, retirement, and more are covered.
Weekly stakeholder meetings, in-depth knowledge of our web platform, and a keen understanding of website branding/style, and contemporary/consistent UI/UX were instrumental to me in building this platform for the business.
Web Design
(UI/UX and UX Writing)
Melanie's Story
For this campaign page my revisions included removing competing CTAs and other distractions, implementing a more logical user flow/user experience with the webpage design, and ensuring an overall better focused message by progressively building up to the final call to action at the bottom; the intended purpose of the campaign.
Coordination of Benefits
An even more high-profile campaign page, the original proposal from the web designer meant the page would have been very text-intensive and inconsistent with the brand styling of Manulife websites. Using my knowledge of brand styling, how Manulife pages in general are built and laid out, as well as my technical skill set and knowledge of which particular AEM components could improve the page design and the user experience, I proposed and received approval for a significant overhaul. This ultimately benefited the business and end user as evidenced in the stakeholder message below.
New Coordination of Benefits web page fills a significant need
With customer obsession on their minds, our Group Benefits Marketing, Human-Centered Design/User Experience, and Content Activation teams locked arms to launch a new page on Manulife.ca earlier this month that makes the complex topic of Coordination of Benefits (COB) much easier for plan members to understand and act on.
The need for more information on COB was obvious, with around 41K calls on the subject coming into our group benefits contact centre each year. On average, each call would last nearly 11 minutes - 56% longer than most group benefits related calls - with our customer service professionals fielding questions like, 'How do I make sure I get all my money back when I have more than one plan?' and 'How do I make sure my partner's plan is included in my claim?'
Now, members can self-serve digitally to learn more about how to manage the various scenarios that come with COB - demonstrating our commitment to supporting their health and wellness by helping them make the most of their benefits plan.
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Communications Partner
MKT Internal Comm.
Please see below for a before and after view of this campaign page.
(The images below are in preview mode, please click on them to see the full version.)
Manulife Bank Cross Sell - Expired Promotion Landing Page
Previously our landing page for expired banking product promotions was nothing more than a retrofitted 404 page. This didn't serve the customer well at all since the message in the 404 page was generic and disjointed from the rest of the campaign website. There were also several different CTAs in the 404 version of the landing page. What's more, Google's updated algorithm meant such pages, which were not true 404s, would be negatively affected by the search engine, penalizing the entire website's SEO status. The replacement, which I designed and provided UX copy for was approved by my stakeholder and now is harmonious with the overall message of the campaign website, driving traffic to other Manulife Bank products and promotions with just one single focused CTA.
Please see below for a before and after view of this campaign page.
(The images below are in preview mode, please click on them to see the full version.)
Manulife Management Feedback
Hi ---,Just wanted to say how much we appreciate the work and focus that Andross has been doing for ---- and I on the Personal Plan team! He has been so responsive and detail-oriented. He's been making our lives so much easier with all the web and content requests we've been shooting his way!
Thank you, Andross!
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Marketing Manager
Special thanks to Andross, who has only recently joined this project, and dove-in headfirst to work through programming challenges and page finessing to bring these pages over the finish line to this Go Live. GREAT WORK, ANDROSS!
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Lifecycle Manager