Business Website
Overview
Our business website serves as the front door to the Morningstar brand. We use the channel to help professional audiences understand who we are and the full scope of what we do.
In this section, you’ll find detailed information about components and page strategies for Morningstar’s marketing website.
In short, components refer to the building blocks of each page, from buttons to page sections. Within page strategies, you’ll find insights and best practices for how we structure content, support seamless user journeys, and drive business objectives.
These standards draw from our design principles to guide consistent expression of our brand online.
Information Architecture
In the context of a business-to-business website, information architecture, or IA, is the process of organizing, structuring, and labeling content to ensure that it aligns with user needs and business goals. A well-designed IA enables our visitors to quickly find relevant information, improving user experience and supporting lead generation and conversions.
Key deliverables from IA often include sitemaps, navigation hierarchies, and wireframes that define how content is arranged and accessed across the website. These assets provide a clear blueprint for development and design teams, ensuring consistency and efficiency during implementation. Ultimately, strong IA reinforces the structure of our brand architecture and enhances the credibility of the Morningstar website, making it a vital component of our B2B digital strategy.
Glossary
Benefit What users gain when they use a product or feature.
Capability A job to be done, accomplished via one or more products and offerings.
Family Brand A way of organizing core and strategic business areas within Morningstar.
Feature A specific component or subproduct of a product; features may be sold separately, but they require a product in order to be used.
Master Brand Intellectual property that Morningstar is known for, or aspires to be known for.
Platform Definition coming soon.
Product A standalone offering, service, or solution. There might be different packages available, but everyone gets the same product. Services and solutions are distinct, but we also consider them products.
Resource Supporting documentation and information that aids the user with a product and that is publicly available without login: downloads, white papers, etc.
Service A product that provides value through intangible skills, expertise, and time.
Solution A product that addresses a common problem, tailored to the specific needs within the financial industry or adjacent industries.
Use Case A job to be done, accomplished by a particular product with a unique workstream.
