Feature
Easy to navigate
Visually appealing
Customer support
Helps with savings
Helps with investment
Physical and digital banking
Access to advisors
Budgeting tools
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TD Youth
Empowering Young Minds
Overview
We found older users believe TD Canada app experience functional, while younger users felt frustrated. Our research revealed that youth dissatisfaction stemmed from a lack of financial literacy. To address this, we built a separate, youth-focused app that simplifies financial concepts, builds confidence, and enhances engagement, without disrupting the experience for existing users.
Platform
Roles
IOS App
Business Model
UX/UI Design
User Research
Deliverables
Brand Identity
Figma Prototype
Duration
3 months
Survey
20 respondents • Age range 18-29
Q. Are you able to effectively manage
your spending habits?
Q. Do you receive any financial management advice or tips?
No I don’t
Yes I do
85%
15%
In-depth Interview
4 participants • Age range 18-29
Understanding Users
RESEARCH INSIGHTS
60%
40%
In Depth Understanding of the Users
Once we identified the real challenge, lack of financial literacy; we ran a second survey along with interviews. 85% of participants didn’t receive financial advice, and those who did relied on the internet, especially YouTube.
Why YouTube?
Youth watch YouTubers for relevance and storytelling, which isn’t necessarily negative. If they prefer YouTube, we don’t stop them, we share TD-approved videos to guide them.
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Through direct and indirect competitor analysis, we identified two key differentiator: TD Youth offers Advisors and features of a digital and traditional bank, allowing youth to transition to a more advanced banking experience when they’re ready.
Understanding Market
MARKET INSIGHTS
Direct Competitor Analysis
Let us introduce TD Bank's new family app
TD For Youth
Identified problem #1: Difficulty saving
Users struggle to save and find it hard to set aside money consistently.
Solution 1: Piggy bank
We automated small daily savings with the Piggy Bank feature, which rounds up remaining cents at user-set intervals. This helps users build savings effortlessly over time.
Identified problem #2: Difficulty pooling
resources for shared goals
Friend groups struggle to manage pooled funds and track individual contributions for shared expenses like vacations and group activities.
Solution #2: Social finance features
We introduced social finance features to simplify shared expenses, where Shared Accounts lets friends jointly save for trips or activities with manual or automatic contributions. Contributors are marked for transparency, and a balance dropdown tracks deposits and expenses.
Home Page
Investment Page
Stock market investment
We designed this section for young adults interested in investing. My Investment sits at the top, giving users a personalized space to track their investments.
TD Finance 101 Page
Advisors Page
Identified problem #3: Lack of
financial literacy
Many young adults lack financial education, making it hard to manage money confidently and achieve financial independence.
Solution 3: TD Finance 101
Finance 101 simplifies financial learning, covering basics to advanced topics. It offers accessible tutorials on popular social platforms, helping young adults build financial knowledge.
Learning Topics
Tapping on a card that matches the desired topic allows users to access TD Bank's lessons and build financial knowledge.
Lessons Page
The lesson page features videos tailored for young adults, key takeaways for quick insights, and an in-depth explanation of the topic.
Identified problem #4: Lack of
financial literacy
Users may doubt the information on Finance 101 or need personalized guidance to make informed financial decisions.
Solution #4: TD Advisors
The Advisors feature connects users with financial experts. They can browse profiles by location, language, and experience, then book online or in-person appointments for personalized guidance.
Select your Advisor
The Advisors page helps users find experts for specific financial needs. They can filter options or tap an advisor for more details.
Advisor detail
The Advisor Detail page displays the advisor’s name, languages, introduction, qualifications, and experience. Users can book a consultation with the Book an Appointment button.
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Brand Color
DESIGN SYSTEM
Poppins
geometric sans-serif
regular
semi-bold
Bold
Typography
Medium
Insights and Lessons Learned
Prototyping is key
Rapid prototyping and usability testing highlighted design flaws early, ensuring a more robust final design.
Balancing Innovation and Simplicity
Striking a balance between creative features and user-friendly design is vital for a successful product.
Adaptability in Design
initial ideas might not always work as expected. Design decisions can change drastically based on feedback and testing, and being open to adjustments leads to better outcomes.
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TD Youth
Building Financially Secure Futures
Let's make a great project.
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