Digital Issuance Experience for TD Bank

Problem

How might new and or existing customers start using their new card immediately?

Role

As head of design, I led a cross-functional team through an extensive human-centered design process including research, ideation, prototyping and usability testing.

Process

• Conducted member research to uncover insights on payment preferences
• Facilitated ideation workshops to explore digital wallet solutions
• Created and refined multiple concepts focused on education, security, and convenience
• Validated designs through usability testing on two target concepts
• Synthesized learnings into guiding experience principles

Challenges

• Gained executive buy-in on design direction within the US
• Had to re-align experience to meet requirements from Canadian partners
• Navigating feedback and approvals across three separate business units
• Revising approved designs to accommodate international differences
• Mitigating friction between conflicting opinions on UX direction

Result

Our research validated that members would adopt mobile wallets if they provided simplicity and security. My team delivered a human-centered vision and design direction to make this a reality.

Key Contributions

• Led end-to-end design strategy from research through final recommendations
• Collaborated across disciplines to create a stellar UX vision
• Adapted process for remote collaboration during critical project timeline
• Set guidance for intuitive digital wallet experience true to member needs

"I don't know how... but everything you touch just turns to gold!" - E.K., VP of US Design

In summary, I successfully directed a complex project by putting our members first. Our final vision and recommendations reflect this human-centered approach.