TD Bank · 2019–2022 · Remote

Instant card use, across two countries and three business units.

How might new or existing customers start using their new card immediately? That was the question. Answering it meant leading three cross-functional teams through a $75M redesign, navigating US/Canada regulatory differences, and coming out the other side with a unified experience — plus a PayPal partnership.

High level current process
Current-state process map.
How might we — convergence
How-might-we synthesis.
Ideation and vote
Idea divergence and dot-voting.
Two-concept user flow
Two-concept user flow.

My role

Head of design across three concurrent initiatives. I led a distributed team of designers, researchers, and writers through a full human-centered process: research, ideation, prototyping, usability testing, and delivery. Miro became the enterprise workshop standard on my watch — part of a year-long remote-first adoption effort.

Process

  • Member research to uncover real payment preferences
  • Facilitated ideation workshops on digital wallet solutions
  • Created and refined multiple concepts around education, security, and convenience
  • Validated designs through usability testing on the two lead concepts
  • Synthesized findings into experience principles that guided delivery
Debit concept wireframes v1
Debit concepts, v1.
Debit concept wireframes v2
Debit concepts, v2.
New credit card wireframes v1
Credit card, v1.
New credit card wireframes v2
Credit card, v2.

Challenges

  • Gaining executive buy-in on design direction inside the US
  • Re-aligning the 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

The result

Research validated that members would adopt mobile wallets if the experience delivered simplicity and security. My team shipped a human-centered vision and design direction to make it real. The work led directly to a PayPal digital-wallets partnership.

V1 prototype in motion
V1 prototype in motion.
"I don't know how... but everything you touch just turns to gold!" — E.K., VP of US Design

What I actually did

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