PROJECT
TD Wealth Client Portal
ROLE
Lead UX Writer
CLIENT ONBOARDING
My highest-impact contribution was a five-word call-to-action, "Enroll my TD Wealth account".
Our onboarding was going to be tacked onto an existing flow, "Sign up for Online Banking".
I argued we should put the new CTA on TD's main login page, to boost visibility and enrollment among existing TD Bank customers.
HOLDINGS CHART
Wealth platforms need to show clients their investment holdings, with a full breakdown of value and performance.
I designed our chart's layout. I reviewed competitors, yet sometimes the order of their columns was confusing. So I ordered TD's to reflect two simple equations:
Total value = [shares] • [value per share]
Unrealized gain/loss = [total value] – [total cost basis]
Stakeholders and user testing participants found the chart intuitive and easy to scan.
LEARNING & INSIGHTS
The 'Learning & insights' page is a personalized feed of articles, podcasts, and videos.
I did research and talked to user testing participants to understand what topics are best for different audiences. I shared my insights with the Content Marketing team, and together we built a long-term plan for Wealth content.
I then wrote instructions to our engineering team for an algorithm that could personalize each user's 'Learning & insights' page over time.
We designed the page to deliver personalized value to every user, with a roadmap for future updates.
LEGAL & COMPLIANCE
I led our team's back-and-forth with Legal & Compliance.
As a content designer, my first approach was to minimize risks in the copy or design itself. For any remaining legal concerns, I drafted disclosures that the Legal team finalized.
When we began compliance review, our Legal counterparts had only a few tweaks. We resolved about 95% of concerns before review even began, and quickly declared the platform legally compliant
*The design of the TD Wealth Client Portal remains confidential. The first mobile screen above was designed for this portfolio, and the other two are from the public site TD.com. They are for illustration purposes only.