Map out distinct user paths for each of our four target personas. Rather than creating four separate websites, we designed a dynamic, segment-aware utility header that allowed users to self-identify their persona, instantly filtering and prioritizing the navigation links most relevant to their specific goals. We ran remote card-sorting exercises with active users to see where they intuitively grouped key financial topics like mutual funds, market insights, and account management tools. Before laying down a single pixel of UI, we ran tree tests to measure the findability of critical tasks within our proposed navigation hierarchy. Users struggled most with deep nesting. We discovered that flattening the menu hierarchy and utilizing mega-menus with clear categorization reduced user search time significantly.