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TD Bank

Why can't I use my card yet?

Role: Sr. Product Design Manager — Scope: research direction + concept evaluation — Tools: workshops & testing & synthesis

The problem

How might customers start using a new or replacement credit or debit card?

• customers want instant access, but still expect a physical card as backup

• digital wallets are unevenly understood — education matters

• first-use confidence is fragile (security & social risk)

• experience must work across devices (mobile & browser-first applicants)

Design stance:

Make instant issuance intuitive, manageable, and scalable — without adding friction.

The WORK

Research → concepts → validation (so we ship the right thing)

Process:

1. Discovery — stakeholder input + competitive scan + existing research

2. Co-create — workshops to map the system and generate concepts

3. Validate — concept evaluation + usability + survey follow-up

What we learned:

• people like the idea of a digital card immediately — but need clearer “how to use” guidance

• most still want plastic for comfort, acceptance, and backup reasons

• first in-store use carries social risk (“I don’t want to hold up the line”)

• terminology matters: digital card vs digital wallet isn’t obvious to everyone

The recommendation

A card-first experience that builds confidence and encourages adoption

Principles (used to judge decisions):

• educate at the moment it matters

• increase adoption by reducing fear

• frictionless: get out of the customer’s way

• change behavior: lower barriers to trying digital payments

A simple experience shape:

• reassure: physical card is still coming

• provision: route directly to wallet setup

• control: limited reveal of card details when needed

• support: lightweight guidance on demand
  

Walkthrough available on request (full deck contains detailed process artifacts).

©️2026 Robert Pitt.