Rethinking design and functionality for thousands of customers to transact billions of dollars each day

TD was investing in a massive migration to a new centralized business banking portal. This required adding services, capabilities and user-friendly functionality for commercial customers across Canada.

I led a team that was engaged to uplift capabilities and design standards across multiple workstreams for both employees and TD clients. Over 15 months, I coordinated with product owners, Design journey strategists and the U.S. business portal to assess what was possible, make design recommendations and map delivery plans for each workstream.

Our team of UX, UI and Content Designers delivered a much-improved, more consistent user experience across the Business Banking platform, while re-establishing trust between the bank’s Design practice and internal Business Banking clients.

Mapping omni-channel services to plan and deliver significant technological change

Our client — a top 5 Canadian bank — was in the midst of a multi-year transformation of its Contact Centre capabilities. Overall they were falling behind their competition, and needed to evolve their customer contact capabilities.

I was engaged to help our Technology clients summarize their plan of attack. I interviewed senior stakeholders on the Technology & Strategy teams and translated their multi-year project timeline into three main pillars: Customer Experience, Employee Experience and Operations.

Working weekly with their internal team, I developed a roadmap that helped visualize a connected, omni-channel customer experience.

The future state plans, and the technological pillars needed to make them a reality, were presented to senior executives and received C-level buy-in for the new Contact Centre vision. This was an essential step in mapping out a 5-year plan for long-term success.

Increasing digital share through new capabilities and platform enhancements

MyInsurance is TDI’s online customer portal for home and auto insurance. With 2 million clients in Canada, there is a huge incentive to make MyInsurance their channel of choice.

I led two design pods with a changing cast of contractors and vendors. My challenge was to keep our team working smoothly while balancing a massive volume of design enhancements – Quoter Redesign, Add Vehicle, Add Driver and Renewals, to name a few – with break-in epics to change coverage limits or deductibles.

Through constant communication with project teams and practice strategists, we were able to build up our planning and manage workloads. I implemented process improvements to get more complete requirements, share knowledge between pods, and align Figma standards across all Servicing designers.

Our work was a significant factor in increasing the digital share of MyInsurance to 40.7%, exceeding TDI’s annual target.

Challenge
Our client was going through a global transformation to become a digital leader in the insurance sector. Its success depended on company-wide adoption of digital capabilities like APIs, DevOps, Cloud services, RPA, Test Automation and more.

Solution
To promote funding and adoption of these capabilities, we created a series of videos to foster awareness among 600 business leaders at the AVP level and higher.

We conducted dozens of research sessions with stakeholders across the organization, then wrote and animated scripts for over 30 executive learning videos. 

Impact
The Executive Learning video series has been a hit, with significant consumption throughout the company. Thanks to positive initial results, we’ve already delivered two more video series to the client.

We were able to assemble and test huge amounts of information, then distill it into comprehensible messages with a powerful bottom line: the right technology can improve customer experience and drive business value.

Over a quarter of a million small businesses use PayPal to accept online payments in Canada. That was a story worth telling — especially to the thousands of small business owners who weren’t using PayPal yet.

First we identified intriguing, diverse businesses who had incorporated PayPal into their payment solutions. Everyone we talked to had a unique story to tell. We picked the best ones and filmed them at work, showcasing how their passion had become their profession — and how PayPal integrated into their business.

There was real power in showing other Canadian entrepreneurs how easy and effective PayPal could be. The program was such a hit that we filmed new, original content for five years in a row.

BMO surveyed their employees to test how much they knew about money. Surprise! It turned out that bank employees had the same knowledge gaps in budgeting, financial planning, debt and borrowing as the general public. It was time to boost their financial literacy so they could serve their customers better.

BMO came to us for an educational platform that would inspire changes in their employees’ behaviour. The idea for Let’s Start was born.

We built a digital ecosystem that included a website and a robust email program to keep employees engaged and motivated. We made it easy to use, simple to understand, always friendly and with rewards at every step of the way. Yes, financial literacy can actually be fun.

We caught our audience’s interest right away. People kept returning to the site, while the email open and click-through rates surpassed industry benchmarks. This internal success even spurred ongoing plans to open up Let's Start to BMO's customers.

Building a one-stop shop for bank-wide customer authentication

TD was harmonizing its authentication capabilities across its Contact Centre, retail locations and other channels. Previously, each channel has its own portal, which was costly and inefficient for data sharing, maintenance and upgrades.

We were tasked with designing an internal authentication portal for use across the TD enterprise. We worked with business stakeholders to map the user journey and design a platform that would work for multiple channels.

I coordinated with the project team, helped implement sizing for design tasks, and provided all content design for the new tool. In addition, we helped conduct research by writing test scripts and taking part in user research sessions to assess our designs.

This assignment was one of my favourite projects, delivering high-quality outputs to thousands of TD employees in different lines of business.