TD Bank
Enhancing banking experience for youth segment
Team
UX Design and Strategy Team
(Human Centered Design department)
Duration
1 year
My Contributions
Read reflection
5 mins Read
My contract's NDA restrictions won't confine me from narrating a tale that reveals my learnings, actions, and experiences.
Hold tight! it will be a quick one
Once upon a time in
Toronto..
In a world brimming with fleeting opportunities, I stumbled upon a golden chance to work on the end-to-end strategy of Youth Mobile App.
I was accompanied with brilliant minds – researchers, designers, product visionaries, and business leaders. to embark on a journey to reshape the very essence of banking for the Youth Segment.
Though our process was back and forth but I have made it linear in four steps so that it is easy to follow.
01
We started with talking to users in one-on-one discovery session to learn and empathise with them on their needs and wants.
Assisted in facilitation on interview sessions and formulating questionnaires.
Developed multiple user personas and segment summaries to guide our team as well as to communicate youth’s pulse to other Journeys and platforms.
02
It was time to channel our creative energies into
Design Thinking workshops, creating a fertile ground for innovative solutions.
Co-facilitated and planned workshops with senior designers.
Led competitive and comparative analysis for over 100 products to understand market trends for youth product strategy.
Crafted comprehensive 6 detailed journey maps with lead designer to convey insights and presented to cross-functional teams.
Collaborated with product owners on feature prioritisation to finalize 14 fundamental and 22 differentiation features for the app.
03
As dawn broke on the ideation phase, the time had come to transition into the realm of Design.
Led the creation of 8 style guide explorations.
Delivered 34 low wireframes, 45 high fidelity screens for distinct 6 key user flows while working within the constraints of a design system.
04
It was time to sculpt our masterpiece by testing it with users
Assisted in 8 concept testing sessions to reiterated on designs and handed off the UX Strategy.
In the boundless expanse of learnings, these four steps merely skim the surface.
My Aha Moments
Working for the success project is the best path to achieve personal growth
Placing a greater emphasis on ensuring the success of a project can actually open up many opportunities for learning. I've consistently been eager to embrace challenges, and this mindset has led me to acquire unexpected skills, from facilitating workshops to crafting research reports. I've delved into areas I never anticipated learning about, which has contributed to acquire skills and exponential personal growth.
Communication with multiple stakeholders
I believe that communication becomes more important when working in a large organization. I have learned to assess the objectives before completing a handoff based on priorities of various stakeholders. I have learned to tailor the information which not only optimize time usage but also create room for feedback.
Demographic-based personas are not enough
Diving deep into into diverse demographic segments, has taught me that relying on demographics alone doesn't grasp the complexity of user needs. Even among the same age/life stage, diverse requirements exist. Need-based or behavioral personas offer a more accurate insight into users and their expectations.
UX methodolodgy is like a buffet, "there is no single best dish."
There's no one "best methodology" that suits every project. In addition to working on the Youth project, I also supported other teams and platforms on short-term projects. I learned that the most effective process can vary from one project to another based on it's unique objectives, constraints and scope.
Let's wrap with few snippets
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