Project Title

TD Bank App Re-Imagined

Problem Definition

TD Bank is an established bank in North America that has a website and mobile application. The app plays a crucial role in providing customers with easy access to banking services. After using the app for about one years, I found a lot a issues with the app in terms of the user experience decided to take a deeper look at it, research further and see how I could re-imagine the interface for better usability. I identified that there were areas for improvement to enhance user experience and functionality.

Client:
Personal Project
Year:
2024
My Role:
UX Designer
Tools:
Figma, Photoshop
Project Link:

The
Solution

The redesigned TD Bank app addressed several critical issues identified from research, including the inability to see transactions, ineffective user flows, a cluttered user interface, lack of design consistency, and functionality issues. To improve visibility and accessibility of transactions, a clear and organized transaction history section was implemented, allowing users to view transactions easily. The user flow was streamlined with intuitive menus and  pathways to optimize navigation and reduce unnecessary steps. A minimalist design approach was adopted to declutter the interface, removing unnecessary elements and establishing a visual hierarchy for essential information and actions. The functionality issues were addressed through refining features to work seamlessly. The project aimed to provide users with a transparent, intuitive, visually appealing, and functional platform, effectively addressing user pain points and delivering an enhanced digital banking experience.

The Design Process

I used the 5-Stage Design Thinking model proposed by the Hasso-Plattner Institute of Design at Stanford. This non-linear continuous methodology  allowed me understand the users, redefine the problem and create solutions to generate the prototype and test.

Empathize

Define

Ideate

Prototype

Test

Research

The user research for the TD Bank app redesign was obtained primarily from customer reviews. This sources played a pivotal role in gaining insights into the needs, preferences, and challenges encountered by users of the app. The data gathered shed light on critical areas that required improvement. This approach facilitated a more focused and user-centric strategy during the redesign process, ensuring that the app improvements resonated with the diverse needs of its users.

Situational
Analysis

Competitor 1: Scotia Bank

Features

  • Strong brand presence and customer base.
  • Robust features such as mobile deposits, bill payments, and budget tracking.
  • User-friendly interface with intuitive navigation.
    Personalized insights and recommendations for users.

Competitor 2: RBC

Features

  • Offers advanced capabilities such as mortgage calculators, loan applications, and investment options.
  • Provides a high level of customization with personalized notifications, account preferences, and dashboard layout.
  • Integrates emerging technologies like AI chatbots for customer support, predictive analytics for financial planning, and voice command features.

Competitor 3: HSBC

Features

  • Focuses on simplicity and ease of use, with a clean and intuitive interface.
  • Offers robust security features such as multi-factor authentication and transaction alerts.
  • Sends real-time alerts for account activities, transactions, and important notifications.

Findings

The competitive landscape underscores the importance of continuous innovation, user feedback integration, and robust security practices to meet evolving user expectations and maintain competitiveness in the digital banking industry.

Persona

User Flow

As a TD bank customer, I want to use the app to send money to my dad.

Design System

Key Takeaways

  • Reflecting on this UX case study, the fundamental lesson I learnt is that prioritizing user needs, preferences, and pain points is paramount for creating successful and impactful solutions.
  • Conducting user research helps uncover valuable insights into user behaviors, pain points, motivations, and expectations. This understanding forms the foundation for designing solutions that resonate with users.
  • Empathy plays a crucial role as it enabled me to empathize with users' challenges, frustrations, and goals. Empathetic design leads to more intuitive, accessible, and meaningful user experiences that address real user pain points.
  • Usability is a key pillar of user-centric design, focusing on making products efficient to use and satisfying for users.

Final Design