15%
Feature
Easy to navigate
Visually appealing
Customer support
Helps with savings
Helps with investment
Physical banking
Access to advisors
Budgeting tools
✅
✅
✅
✅
❌
❌
❌
❌
❌
✅
✅
✅
❌
❌
❌
✅
✅
✅
✅
✅
✅
✅
✅
✅
TD Youth
Empowering Young Minds
Empowering Young Minds
Overview
Overview
We found older users believe TD Canada app experience is 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.
We found older users believe TD Canada app experience is 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.
We found older users believe TD Canada app experience is 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.
We found older users believe TD Canada app experience is 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
Platform
Roles
Roles
IOS App
IOS App
IOS App
Business Model
Business Model
Business Model
UX/UI Designer
UX/UI Designer
UX/UI Designer
User Researcher
User Researcher
User Researcher
Deliverables
Deliverables
Brand Identity
Brand Identity
Figma Prototype
Figma Prototype
Duration
3 months
Survey
20 respondents • Age range 18-29
Q. Are you able to effectively manage
your spending habits?
Q. Are you able to effectively
manage your spending habits?
Q. Do you receive any financial management advice or tips?
Q. Do you receive any financial management advice or tips?
Q. Do you receive any financial management advice or tips?
No I don’t
No I don’t
Yes I do
Yes I do
Yes I can
85%
85%
85%
In-depth Interview
In-depth Interview
4 participants • Age range 18-29
Understanding Users
Understanding Users
RESEARCH INSIGHTS
RESEARCH INSIGHTS
60%
60%
60%
40%
40%
In Depth Understanding of the Users
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.
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.
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.
x
$
Through direct and indirect competitor analysis, we identified two key differentiators: TD Youth offers Advisors and features of a digital and traditional bank.
Through direct and indirect competitor analysis, we identified two key differentiators: TD Youth offers Advisors and features of a digital and traditional bank.
Understanding Market
Understanding Market
MARKET INSIGHTS
MARKET INSIGHTS
Direct Competitor Analysis
Let us introduce TD Bank's new family app
Let us introduce TD Bank's new family app
TD For Youth
TD For Youth
Friend groups struggle to manage pooled funds and track individual contributions for shared expenses like vacations and group activities.
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.
85% of young adults lack financial education, making it hard to manage money and achieve financial independence.
simplifies financial learning, covering basics to advanced topics. It offers accessible tutorials on popular social platforms.
Lessons Page
Lessons Page
Lessons Page
features videos tailored for young adults, key takeaways for quick insights, and an in-depth explanation of the topic.
The interviewed participants stated their need for personalised guidance to make financial decisions.
The interviewed participants stated their need for personalised guidance to make financial decisions.
TD Advisors connect users with financial experts. They can browse profiles then book appointments.
TD Advisors connect users with financial experts. They can browse profiles then book appointments.
Advisors Page
Lack of financial literacy
TD Advisors
Advisors Page
Advisors Page
Lack of financial literacy
Advisors Page
Lack of financial literacy
TD Advisors
Advisors Page
Advisors Page
Lack of financial literacy
Advisor detail
Advisor detail
Advisor detail
The Advisor Detail page displays the advisor’s name, language, introduction, qualifications, and a unique section called experience.
The Advisor Detail page displays the advisor’s name, language, introduction, qualifications, and a unique section called experience.
secondary
secondary
#8EEB6D
#8EEB6D
accent
#FFFFFF
primary
#0A9D21
accent
#333333
$
Brand Color
Brand Color
DESIGN SYSTEM
DESIGN SYSTEM
Poppins
Poppins
Poppins
geometric sans-serif
geometric sans-serif
geometric sans-serif
regular
semi-bold
semi-bold
Bold
Bold
Typography
Medium
Medium
Insights and Lessons Learned
Insights and Lessons Learned
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.
initial ideas might not always work as expected. Design decisions can change drastically based on feedback and testing.
Striking a balance between creative features and user-friendly design is vital for a successful product.
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.
Prototyping is key
Rapid prototyping and usability testing highlighted design flaws early, ensuring a more robust final design.
$
Home Page
Home Page
Building Financially Secure Futures
Building Financially Secure Futures
Building Financially Secure Futures
TD Youth
TD Youth
TD Youth
Building Financially Secure Futures
TD Youth
x
$
Feature
TD Youth
Easy to
navigate
Visually
appealing
Customer
support
Helps with
savings
Helps with
investment
Physical
banking
Access to
advisors
Budgeting
tools
✅
✅
✅
✅
✅
✅
❌
✅
✅
❌
✅
✅
❌
✅
✅
✅
❌
❌
✅
❌
❌
❌
✅
✅
Home Page
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 Piggy Bank feature, which rounds up remaining cents at user-set intervals.
Home Page
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 Piggy Bank feature, which rounds up remaining cents at user-set intervals.
Through direct and indirect competitor analysis, we identified two key differentiators: TD Youth offers Advisors and features of a digital and traditional bank.
Friend groups struggle to manage pooled funds and track individual contributions for shared expenses like vacations and group activities.
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.
Stock market investment
We designed this section for those interested in investing. My Investment sits at the top, giving users a personalized space to track their investments.
Investment Page
Stock market investment
We designed this section for those interested in investing. My Investment sits at the top, giving users a personalized space to track their investments.
Investment Page
Investment Page
We designed this section for those interested in investing. My Investment sits at the top, giving users a personalized space to track their investments.
Stock market investment
Investment Page
We designed this section for those interested in investing. My Investment sits at the top, giving users a personalized space to track their investments.
Stock market investment
Identified problem #1: Difficulty saving
Identified problem #1: Difficulty saving
Users struggle to save and find it hard to set aside money consistently.
we automated small daily savings with Piggy Bank feature, which rounds up remaining cents at user-set intervals.
we automated small daily savings with Piggy Bank feature, which rounds up remaining cents at user-set intervals.
No I can't
Difficulty pooling resources for
shared goals
Social finance
Lack of financial literacy
Lack of financial literacy
TD Finance 101 Page
TD Finance 101
Lack of financial literacy
Lack of financial literacy
TD Finance 101
TD Finance 101
Lack of financial literacy
Lack of financial literacy
TD Finance 101 Page
TD Finance 101
85% of young adults lack financial education, making it hard to manage money and achieve financial independence.
TD Finance 101
simplifies financial learning, covering basics to advanced topics. It offers accessible tutorials on popular social platforms.
features videos tailored for young adults, key takeaways for quick insights, and an in-depth explanation of the topic.
accent
#FFFFFF
regular
Insights & Lesson Learned
Duration
3 motnhs
Direct Competitor Analysis
Difficulty pooling
resources for shared goals
Social finance
Solution #1: Piggy Bank
Investment Page
Difficulty pooling
resources for shared goals
Social finance
Solution #1: Piggy Bank
Investment Page
Stock market investment
Stock market investment
We designed this section for those interested in investing. My Investment sits at the top, giving users a personalized space to track their investments.
Solution #1: Piggy Bank
Solution #1: Piggy Bank
Lack of financial literacy
Lack of financial literacy
TD Finance 101
TD Finance 101
Difficulty pooling
resources for shared goals
Difficulty pooling
resources for shared goals
Social finance
Social finance
Lack of financial literacy
Lack of financial literacy
TD Advisors
TD Advisors
TD Finance 101
TD Finance 101 Page
Adaptability in Design
Balancing Innovation and Simplicity
Prototyping is key