PROJECTS & OBJECTIVES

• Trading Ticket Revamp - Rapid advancement of competitive trading tools available to the average retail investor, combined with the growing pace at which TD customers were moving from desktop apps to mobile, forced TD Bank to reinvigorate its 6-year-old mobile trading experience.
• Two-Factor Authentication - What initially appeared to be a straightforward project became an interesting challenge: creating a universal solution for mobile devices utilizing different levels of security and technology for biometrics.‍

ROLE

• Lead UX Designer

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Trading Ticket Revamp

OBJECTIVES:

• Discover a market fit for the TD mobile trading platform in the highly competitive and diverse 2020 environment.
• Attract new investors and retain existing ones by redesigning the experience, updating flows, and adding new elements.
• Bring TD mobile investing to the forefront of Canadian trading tools.

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PROCESS:

‍What might seem like an overhaul at first was actually a complex task of identifying a market fit that could satisfy existing investors while attracting new ones who had many options in the modern, highly competitive investment space.

• Competitive Analysis & Research. As the lead UX designer on this project, I began by identifying the spectrum of competitive trading systems. Some investing platforms—like Wealthsimple—rely on simplicity and automation, focusing on investors with minimal knowledge of investing/trading. Others, like TD Ameritrade, offer functionality suitable only for professional traders. It was crucial to identify where TD's Investment app should position itself before any design work began.
• User Flows/Journey & Wireframing. Once I identified the right user persona, I began revisiting existing functionality. Using my competitive research, I created initial sketches, user journeys, and low-fidelity wireframes. After completing these wireframes, I presented my ideas to stakeholders and other teams involved in the project. After several rounds of reviews, I progressed to higher-fidelity wireframes.
• Usability Tests. As I developed mid and high-fidelity wireframes, I began working on edge cases and planning for on-site usability tests. I designed and organized user journeys for testing and outlined the tests' objectives. For several days, I led on-site usability tests. Armed with user feedback, I iterated and improved the use cases.
• Presentation and Handover. After finalizing and polishing all prototypes, I conducted an extensive presentation for stakeholders and all teams involved, seeking final approval before passing the project to the development team. My involvement continued beyond documentation handover, as I maintained oversight as the design team representative.