Advisor hub 1.2 | Paula Aguirre Gomez

Advisor hub (former ABC)

Sun Life

Sun Life's Advisor Hub is a digital platform offering tools, resources, and support for Sun Life's financial advisors and consultants to help them grow their business and serve their clients better.

It provides access to product information, training materials, insights on market trends, and solutions for group benefits, retirement services, and investments. The hub helps advisors deliver personalized financial advice, manage client portfolios, and build a thriving business within the Sun Life ecosystem.

Presently, Advisor hub is the main site for Sun Life advisors.

Advisor Hub is the main platform for Sun Life Advisors, replacing the legacy ABC Site, which had been in use for over 20 years and included more than 4,000 pages. The old platform was difficult to navigate, with outdated workflows and scattered resources that slowed advisors’ daily tasks.

As the sole Senior UX Designer, I led the end-to-end redesign—analyzing the existing site, identifying pain points, creating the overall site concept, wireframing key pages, conducting user testing, and iterating on redesigned workflows to ensure they were intuitive and effective.

The result was Advisor Hub, a streamlined, user-centered platform that improved efficiency, reduced friction, and laid a strong foundation for future enhancements—modernizing a decades-old system used by thousands of advisors.

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As the sole UX designer, I led the redesign of Advisor Hub, incorporating continuous user and stakeholder feedback to guide key decisions. I created a personalized, intuitive experience where advisors see their names on the homepage and can mark frequently used forms as favorites for quick access.

The redesign improved usability, efficiency, and satisfaction, helping advisors, assistants, and back-office staff complete daily tasks more effectively. Today, Advisor Hub is the main platform for Sun Life advisors, serving thousands of users every day.

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UX introduction to the squad

When I joined the Advisor Hub squad, there was limited understanding of the role and value of UX, which led to some initial resistance. I created and presented a clear UX workflow outlining each phase from ideation to implementation and the roles involved.

This helped build trust in UX, improve collaboration, and create smoother communication across the team. The workflow was later adopted by other UX designers as a reference for their own squads.

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Personas and User Journeys

Advisor Hub (formerly ABC) supports three core personas: Advisors, Assistants, and Back-Office staff. Each group has distinct needs and pain points, making it essential to understand both their differences and the overlaps in their daily workflows.

To gain this understanding, I created detailed user journeys for each persona, mapping their end-to-end tasks, goals, and pain points across the platform. These journeys informed key design decisions and helped shape a platform that supports all personas while delivering a seamless, efficient, and consistent experience across roles.

UX Audit and low-fidelity wireframes

To lay the foundation for a successful redesign, I first evaluated the platform’s existing experience. I conducted a comprehensive UX audit to identify usability gaps, workflow inefficiencies, redundancies, and outdated elements impacting the user experience.

These findings informed the creation of low-fidelity wireframes, allowing me to explore improvements, validate structure and flows early, and establish a clear, user-centered roadmap for the redesign.

User testing

I conducted moderated and unmoderated user testing, including A/B testing, to validate workflows, page layouts, and interactions. Testing revealed friction points in task flows, navigation, and access to key resources, providing actionable insights.

I used these findings to refine content hierarchy, navigation, and critical workflows, making the platform more intuitive and efficient. The redesign delivered a user-centered experience that streamlined daily tasks and better supported all users.

Cross-functional collaboration

I worked closely with Product and Development teams to align design solutions with business goals and technical feasibility, ensuring seamless implementation and impactful user experiences. I also facilitated collaborative design sessions to educate the team on the importance of UX, encourage cross-functional alignment, and brainstorm solutions by incorporating diverse perspectives and ideas.

My process involved

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