Survey
20 respondents • Age range 18-29
Q. Are you able to effectively manage
your spending habits?
More than half of the respondents said that managing their spending habits is difficult.
Q. Do you receive any financial management advice or tips? If so, where do you get them from?
Most respondents don't receive financial advice.
No I don’t
Yes I do
85%
15%
Q. What features or improvements would you like to see in the TD Bank app for young adults?
Advice on student debt
Help students learn to save and invest
Clear explanations of financial services
Group saving feature with friends
More user-friendly, with the ability to delete past bill accounts
Spending alerts for daily limits
More intuitive information layout
In-depth Interview
4 participants • Age range 18-29
Confusing Navigation & Hard-to-Find Features
"I always struggle to find investment-related features. I end up googling how to do it."
Reliance on External Support
"For certain transactions, I just go to the bank because I can’t find them in the app."
Lack of Detailed Service Information
"I wish the app had better explanations for financial tools like TFSA and investment accounts."
Difficult App Navigation & Search Issues
"A search bar would make things so much easier. I don’t want to scroll through menus."
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. We meet users where they are. We created TD Finance, a feature that provides trusted advice. If they prefer YouTube, we don’t stop them, we share TD-approved videos to guide them.
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