HQ Digital
HQ Digital was created as the innovative family office of Digital Currency Group — to steward wealth and handle important aspects of life for tech and finance executives.
As Lead Communications Strategist, I managed the firm's written content to engage existing members and attract new members.
HQ's voice and tone guide defined the brand's identity across its content ecosystem.
HQ's core value
HQ Digital presented a wide array of services, and at first it was tough to define which services were core to HQ's unique value proposition.
Soon, we saw through analytics and client interviews that:
• For prospects, HQ's key differentiator was its unique community of tech and finance executives
• For members, the most value came from wealth, tax, and risk advisory services
HQ's voice
The community element called for an uplifting tone, while advisory services called for a grounded tone. The balance between them is detailed in the voice & tone guide above.
The brand voice became fundamental to HQ's brand and communications, including an app, a newsletter, a sales brochure, white papers, and a public site — each rich with expert knowledge in wealth, blockchain, cybersecurity, risk, compliance, tax & estate, and other topics.
The Result
These insights informed both HQ's voice and the way we structured HQ's products and services. Communications strategy informed business strategy.
This approach:
• Drove investments (over $50AUM) in HQ financial products during our first year
• Drove engagement in a-la-carte paid services
• Helped consistently onboard new members
• Helped convert 22 "beta members" to paying members after HQ's first year
TD Wealth Portal
The TD Wealth Portal, designed to compete with top U.S. investing apps, has modernized the TD Wealth client experience and currently supports over $13B in assets under management.
As Lead Content Designer, I architected the UX copy for the launch of the platform.
I distilled complex information into clear, engaging, brand-align communications. I developed the platform's information architecture based on 12 competitive benchmarks and 33 user interviews.
The process was based on the Agile method and design thinking. In 12 months, we created a sleek, API-driven experience, positioning TD Wealth to attract, retain, and engage more clients.*
Strategic Approach
I organized research to align:
• TD Wealth's goals
– Attract and retain more clients
– Increase assets under management (AUM)
• Client goals
– Easy portfolio access
– Confidence and trust in investment advisory
TIMELINE
1 – Early exploration & research
Beginning with research, I:
• Studied 12 competitor platforms
• Did 12 preliminary user interviews.
Our team then built prototypes for three "client segments":
• Self-directed investors
• Advised investors
• High-net-worth investors
2 – Prototyping & user testing
Using the prototype platform, we did tests with:
• 21 participants
• 15 precise questions
I kept detailed notes, describing two "user types":
• Platform forward (wants tools and resources)
• Platform minimal (wants essential info, fast)
[3 client segments] x [2 user types] = [6 total audience personas]
With these insights, I created:
• TD Wealth's voice & tone guide
• An updated framework for our information architecture
• Messaging guidelines for the six audience personas
3 – The Minimum Viable Product (MVP)
In building the MVP platform, my role was to:
• Write all UX copy
• Design the onboarding flow
• Deliver technical notes to the Engineering and Legal teams
• Draft legal disclosures
• Create a roadmap for the personalized 'Learning & insights' page
• Design the 'Holdings' chart (to display the user's investments)
THE RESULT
We completed the MVP design of TD Wealth Portal and handed our work to the development team.
The Portal was published in 2025, positioning TD Wealth to:
• Attract new clients (especially among TD Bank customers) and retain clients at a greater rate
• Accelerate the growth of assets under management (a main KPI for wealth managers)
• Compete with other leading wealth management platforms
*I can’t show the true TD Wealth Portal here, because it’s proprietary and login-protected. I designed the first mobile screen above for this portfolio, and the other screens are from the public site TD.com.