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TD Grow
A Youth Banking App
![Happy family jumping with huge piggybank [Converted]-02.png](https://static.wixstatic.com/media/67f8a9_a7c73b19bd024af999bb5a6d508a7606~mv2.png/v1/crop/x_753,y_494,w_1136,h_1000/fill/w_101,h_89,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/Happy%20family%20jumping%20with%20huge%20piggybank%20%5BConverted%5D-02.png)
My role
UX/UI Designer
UX Research Assistant
What I did
I worked as a member of the UX Strategy Team with senior strategists and researchers to ideate, design, and test a youth banking app. Together, we crafted an end-to-end UX strategy and built a clickable prototype.
Deliverables
User Persona
User Journey Map
Competitive Analysis
UI Style Guide
Mid-Fidelity Wireframes
Clickable Prototype
Usability Testing
Duration
What's TD Grow
This mobile app empowers youth with financial literacy and helps them build essential financial skills and habits from an early age in a fun and interactive way.
It includes four main sections: learning, earning, saving, and spending.
12 Months
Design goals
TD aims to grow its youth customer base while reducing the transition attrition rate.
In pursuit of this, our design mission centers on transforming TD's vision into an engaging experience for young users, guided by an evidence-based approach.
We commit to using user-centric design methodologies, grounded in thorough user research, cross-team collaboration and data-driven insights, to design a seamless user experience.
Challenges
The challenge we faced was designing an app for a diverse young audience with varying levels of technical and literacy skills, requiring a balanced design approach to ensure its intuitiveness and engagement.
Design process
We employ a user-centric design approach, engaging closely with researchers and business teams to ensure our iterative process meets user needs and strategic goals from research to testing.
What does the future hold for this App?
The youth banking app is expected to engage 305 million users across CPB over the next decade. Based on data from TD Bank's internal survey, this concept and prototype received the second-highest approval rating.
Something that just makes sense
Balancing creativity and functionality
As the UI designer for the team, my goal was to make visually appealing interfaces with interactive features to enhance the user experience. However, I learned that a design's success isn't just about being creative; it's also about how well it meets user needs and project requirements. Embracing these limitations and staying focused on the project's goals are just as important as coming up with innovative designs.
Data-driven insights shaping design solutions
When presenting our work at TD, we often received questions about how we solved problems and why we made certain design choices. Our approach was strengthened by the solid support of our research team. Their insights allowed us to make design decisions based on real data and genuine user stories. This evidence-based approach made our design choices stronger and gave us the confidence to address user needs effectively.
Communication with different stakeholders
We maintain regular communication with our stakeholders and actively involve them in ideation workshops at different stages of the design process. This engagement allows us to understand their specific requirements, provide tailored information during design handoffs, and ensure that our designs align with both user needs and business objectives.
I sketched all my amazing team members
Awards & Recognitions
Above and Beyond Employee for Q3,2022 and Q1,2023.
Some memories
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