UX Designer | UX Researcher | Visual Designer
MY ROLE
TEAM
TIMELINE
PLATFORMS
OVERVIEW
Website: https://www.td.com/ca/en/investing/direct-investing/trading/webbroker
The Problem
TD Direct Investing clients had no way to transfer their TFSA account online. Cash, GICs, and securities all required a phone call or branch visit — creating friction for users and capacity drain for colleagues.
An opportunity to go out with a bang.
Objectives for the project
Engaging in a Discovery that reimagines the money movement process for WebBroker customers (Transfers and Withdrawals).
After insights from the TFSA project, we considered looking into the money movement project as a whole. Keeping in mind transfers and withdrawals on the platform and keeping them consistent across.
How might we consolidate and make money movement consistent across the platform?
How might we account for recurring transfers and OFI (Other Financial Institution) transfers?
How might we modernize the experience to exceed customer expectations and stay competitive in the market?
What I Worked On
Secondary research (Competitive analysis, benchmark study insights)
Current state analysis
Stakeholder workshops
Ideation & exploration (Persona/ journey map/ user flows in reference to IA)
Wireframes & sketches
Knowledge Harvest- Understanding the platform
Current State Analysis
Key Findings:
Transfers were buried under the 'Accounts' section, hard to locate
High-stakes processes were being handled through modal pop-ups, which NNGroup guidelines specifically flag as inappropriate for complex tasks.
There was no recent activity log, users had no way to check back on a pending transfer
No reference or transaction number was given after completion, which is a trust and support nightmare
There were no support touchpoints; no FAQ links, no live chat prompts , at moments where users are most confused
No recurring transfer option existed
Account differentiation was weak, source and destination accounts looked very similar, causing potential for error
Competitive Analysis
Finding structure amidst the chaos.
Hosting stakeholder workshops
To kick off the discovery phase, I brought together product managers, developers, and senior stakeholders for a series of structured workshops. Our goals were clear: align on business requirements, map the current state journey, uncover unmet user needs, and prioritize where to focus our efforts.
Opportunities & Pain points
Discovered
Through collaborative exercises, the team reached consensus on scope and surfaced the key friction points in the existing transfer experience. The outputs; prioritized opportunity areas, defined requirements, and journey maps, gave us a solid foundation to move into ideation with confidence.
Business requirements
An effortless experience
Confirmation with a reference number — We closed the loop post-transfer with a summary screen and a trackable ID so users could follow up if needed.
Embedded support touchpoints — We surfaced FAQ links and live chat options at the exact moments users are most likely to hesitate, without pulling them out of the flow.
Contextual security cues — Reassurance messaging at high-stakes steps to build trust and reduce drop-off. This is especially important for an investing platform where users are moving real money.
Clearer account differentiation — We introduced visual labelling and clearer hierarchy to make source and destination selection unambiguous.
Recurring transfers — We introduced the ability to schedule repeating transfers, which was a completely absent capability before.
Recent transfers log — A feed showing the status of past requests so users aren't left wondering what happened to their transfer.
Wireframes
Implementation of navigation changes can be taken up as a completely separate project.
Preset denominations for money transfers was not ideal since we were already introducing that for recurring transfers.
The Platform had great recommendations for the navigation and direct entry points
Support assistance for the user throughout the transfer process was a great addition to the journey and complimented the heuristics.
The introduction of recent transfers was a great follow up option for the user to stay updated with the status of their requests.