TD Bank
TD EasyWeb is an online banking platform provided by TD Bank, offering customers convenient access to their accounts and financial services. Users can perform various banking tasks, such as checking account balances, transferring funds between accounts, paying bills, managing investments, and more, all from the comfort of their computer or mobile device.
Role
Visual Designer,
UX Designer
Year
2024
Industry
Finance
Duration
Ongoing
The Why?
The primary objective of this UX case study is to elevate the usability, accessibility, and overall user satisfaction of the TD EasyWeb app. By understanding user pain points and preferences, the aim is to design and implement enhancements that streamline banking processes, promote engagement, and foster trust among users.
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Modern consumers, especially younger demographics, expect seamless, intuitive, and feature-rich digital experiences. Customers now demand fast, responsive, and personalized online banking solutions similar to what they experience in other industries (e.g., e-commerce and social media).
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Modernizing their web banking app would also help TD Bank position itself for future trends and technological advancements, enabling the bank to be more agile in responding to changing market dynamics. Ensuring that the platform can adapt to changing user needs and emerging financial technologies without needing a complete overhaul in the near future.
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Ensuring a consistent and seamless experience across all channels is crucial for customer satisfaction. Modernizing the web banking application allows TD to create a cohesive look and feel across both web and mobile apps and introduce features that work seamlessly whether accessed via a browser or mobile app.
Challenges
Banking platforms like TD EasyWeb serve a wide range of users, from tech-savvy younger generations to older, less digitally literate individuals. Additionally, users may have complex needs that go beyond basic transactions, such as managing investments, loans, and business accounts
Ensuring the TD EasyWeb app is accessible to all users, including those with disabilities, is critical. Designers must comply with accessibility standards (e.g., WCAG 2.1) while also ensuring the app is intuitive for users with various impairments.
TD Bank has a strong brand identity built on trust, reliability, and professionalism. A modern redesign needs to enhance these qualities without sacrificing the familiar brand elements that users have come to rely on.\
Banking apps have extensive features that include account management, bill payments, investment tracking, loan applications, and customer service functions. Organizing these features in a way that makes sense for users without overwhelming them can be difficult.
Modern applications need to be designed with scalability in mind. As TD adds new services, features, and tools, the design must be flexible enough to accommodate these changes without requiring a complete overhaul.
Learnings/Solutions
Implemented incremental changes and tested new features with existing users to ensure they feel familiar yet enhanced. We leveraged existing mental models and user journeys while streamlining the experience.
Integrated accessibility from the early stages of the design process, conducting regular accessibility audits, and testing with users who rely on assistive technologies.
Worked closely with TD’s brand guidelines and component library to evolve the visual language in a way that feels fresh but still reinforces trust. Elements like typography, color palette, and iconography were seamlessly integrated to ensure a consistent experience across all platforms.
Conducting thorough user research, card sorting exercises, and usability testing to determine the most intuitive way to structure the app. Offering shortcuts to frequently used features can help reduce cognitive load.
Using a design system approach that includes reusable components and a flexible grid layout. This allows new features or sections to be added over time without cluttering or disrupting the current design.
