I was appointed as the UI/UX Designer for the "Modernization" Pod, a dedicated team focused on overhauling the visual and interactive experience of the TD app’s core features.

This included:

• Redesigning critical user flows such as financial product discovery, account activity, and transaction management.

• Collaborating closely with cross-functional stakeholders—including UX leads, product owners, developers, QA, accessibility experts, and legal teams—to ensure compliance, performance, and seamless user experiences.

• Developing Figma prototypes, design system components, and motion prototypes while maintaining alignment with TD’s brand and accessibility standards.

This work set the foundation for a more cohesive, scalable, and user-friendly app experience across iOS and Android.

🛍️ 1. Financial Product Discovery (Shopping) Redesign

The Challenge:

TD’s "Shopping" section—where users explore financial products like credit cards, loans, and savings accounts—felt outdated and cluttered.

• Low engagement rates: Most users exited the page within 10 seconds.

• Confusing CTAs and inconsistent layouts made product comparison difficult.

• The visual hierarchy lacked clarity for users navigating complex financial options.

My Approach:

• Competitive Benchmarking: Analyzed product discovery flows of top-tier apps (Chime, Revolut, RBC, Monzo) for best practices.

• Low to High-Fidelity Prototyping: Translated early wireframes into polished Figma prototypes—responsive for iOS and Android, with platform-specific UI nuances.

• Collaborative UX Reviews: Worked closely with the UX lead, presenting interactive prototypes to stakeholders and refining based on feedback.

• User Testing: Supported A/B testing with over 20+ participants, iterating on navigation, filter components, and product cards for optimal clarity.

The Solution:

• Modular Card System: Created flexible, scalable card components that could adapt across TD’s growing product catalog.

• Sticky Filter Bar & Action Chips: Introduced persistent filters to enhance discoverability.

• Enhanced Visual Hierarchy: Clear CTA buttons, intuitive icons, and color-coded product categories for better scanning.

Impact:

• Engagement Time: Increased by 35% on average.

• Bounce Rate: Dropped by 28% within 60 days of rollout (internal metrics).

• User Feedback: Positive sentiment in post-launch surveys—users found it "easier to explore options."

  
  

💸 2. Account Activity Revamp — Making Transactions Make Sense

The Challenge:

Users struggled to view and filter transactions efficiently. The legacy layout buried key information like pending transactions, categorized spending, and statement downloads.

My Approach:

• Heuristic Evaluation: Conducted a heuristic analysis to identify friction points.

• Bottom Sheet Pattern Exploration: Proposed modern interaction models for deeper transaction details without disrupting the main flow.

• Design System Expansion: Extended TD’s atomic system to support new components like action chips, filters, and segmented controls.

The Solution:

• Filter-First Design: Introduced segmented filters ("All," "Deposits," "Transfers," etc.) for intuitive exploration.

• Bottom Sheets for Details: Allowed users to view detailed transaction info inline, reducing back-and-forth navigation.

• Statement Download Module: Designed a visual timeline view for statements, with easy download/print options.

Impact:

• Reduced Task Completion Time: By 20% for statement access tasks (usability testing insights).

• Improved Accessibility: Achieved full WCAG 2.1 compliance for the new components.

📸 Media Suggestions:

• Flow diagrams showing the user journey before and after.

• Screenshots of new components in use (e.g., filters, bottom sheets).

• Accessibility compliance badge or visual indicator.

🖼️ 3. App Store Graphics Refresh

The Challenge:

TD’s public-facing App Store and Google Play visuals were inconsistent, outdated, and didn’t reflect the modern app experience.

My Approach:

• Brand Alignment: Collaborated with marketing and brand teams to ensure visuals reflected TD’s visual identity and accessibility standards.

• Cross-Platform Adaptation: Created assets optimized for different aspect ratios and screen sizes across iOS and Android.

The Solution:

• Fully Redesigned Screens: New, high-contrast, ADA-compliant graphics with clear captions, mockup device frames, and engaging color gradients.

• Consistency: Established a repeatable template system for future marketing updates.

📈 Impact:

• Boosted TD’s App Store and Google Play Store ratings.

• Increased downloads post-visual refresh (according to app analytics).

• Enhanced brand perception across digital platforms.

  
  

🎬 4. Expo Graphics & Motion Prototypes

The Challenge:

For an international fintech expo, TD needed large-scale, print-ready banners and motion prototypes to showcase mobile banking innovations under tight deadlines.

My Approach:

• Scalable Vector Graphics: Created high-resolution assets adaptable to both digital screens and physical banners.

• Motion Design: Developed looping animations that showcased TD’s app features in an engaging, digestible format.

Outcome:

• Delivered all assets within a one-week sprint—praised by leadership for creative problem-solving and speed.

• The expo display was later repurposed for internal town halls and training sessions.

📸 Media Suggestions:

• Expo banner mockups in situ.

• Looping video of the motion prototype.

• Photos of the actual expo setup (if available).

🌟 Final Reflection

Working at TD Bank sharpened my design thinking, problem-solving, and collaboration skills. I helped modernize a mobile banking platform used by millions, contributed to a cross-platform design system, and shipped designs that improved user experience, accessibility, and engagement.