CLIENT
TD Bank
ROLE
Lead UX / Product Designer
PLATFORM
Web & Mobile
Project Overview
As the banking industry faced increasing pressure to modernize its digital services, TD Bank needed a more accessible, intuitive online banking platform to serve evolving customer behaviors and compliance standards. I led the UX strategy and design to streamline complex financial tools into a simplified, user-first experience.
My Role & Contributions
• Defined UX vision and information architecture for the online banking platform.
• Conducted user research and behavioral analysis across four customer segments.
• Designed wireframes, interaction flows, and core UI components.
• Collaborated with product, engineering, and compliance teams to align design with regulatory standards.
• Advocated for accessibility and component-based design principles to improve scalability.
Key Challenges
• Addressing multiple user demographics with distinct behavioral patterns.
• Integrating financial tools (budgeting, multi-account view, tax calculators) into a single interface.
• Ensuring compliance, accessibility, and security while maintaining ease of use.
Solutions
• Created a unified account dock for fast access to transactions, rewards, savings, and checking.
• Designed simplified navigation and high-impact CTA placements to improve engagement.
• Prioritized top tasks within the top quarter of the screen for frictionless user access.
Impact
• +28% increase in online banking adoption among 20–35 demographic (post-launch survey & analytics).
• –45% reduction in time to complete key transactions.
• +40% improvement in click-through rates for promotional CTAs.
• Boosted overall digital satisfaction scores and accessibility compliance.
The Case
at hand
In 2016, the banking industry found itself at a pivotal crossroads, focusing on customer compliance and engagement. This transition compelled the financial market to evolve, fundamentally changing how potential customers interact with online banking and enhancing financial literacy. Through extensive research, we identified three critical pain points that must be addressed:
1) Global Accessibility
2) Banking and Budgeting Tools
3) Multi-Account Analysis
Re-Building for today's User
Our objective was clear: to uncover key behavioral patterns and pain points across four distinct customer segments.
The findings were striking: four out of five users aged 20-30 prefer the convenience of online banking, while three out of five users between 30-50 still rely on traditional ATM banking.
Moreover, the younger demographic is significantly more likely to create online profiles and engage with their accounts regularly.
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See the difference
Down to the wires
Armed with these insights, we embarked on a thorough analysis and developed transformative wireframes designed to elevate user experience. These wireframes feature:
- A dynamic homepage with streamlined navigation and essential banking touchpoints
- A revamped online banking section equipped with expandable components, offering tools for account management, budgeting, tax calculations, salary tracking, receipt capture, transaction history, and account summaries.
By embracing these enhancements, we can create a more engaging and user-friendly banking experience that meets the evolving needs of today's customers.
Homepage wireframe
Banking page
Budget tool: Salary calculator
Budget tool: calculator
Tax tool: receipt capture
Tax tool: receipt capture
Tax tool: results
Design Vision
Maintaining the integrity of the brand and updating key elements such as iconography and photo imagery has enhanced the overall experience.
Accessible layout
All main functions are strategically placed within the upper quarter of the page, allowing customers to log in and access most account functions without needing to use the menu.
Practical CTA placement
The placement of callouts is crucial for achieving higher click rates. Studies show that promotional items are more effective when located in a dedicated area where additional calls to action (CTAs) are present.
The Account Dock is designed for accessibility and provides essential customer account information. Once logged in, customers can view a preview of all their account transactions, reward points, savings, checking, and transaction history. This feature is fixed at the bottom of the page.
Simpler is always better
The clean, simplistic aesthetic allows customers
to access banking tools more efficiently.
A better way to bank
Now, customers can pay bills, transfer funds, monitor rewards, manage transactions, and access account tools all from one page.
