TD Bank Online Banking Enrollment Redesign — Jake Redmond
Context & Problem
TD Bank’s online enrollment was severely underperforming—only 4–9% success rates in self-guided and assisted flows. Friction drove customers to call centers or branches, costing the bank potential adoption by ~700,000 users.
My Role & Process
As Manager of User Experience Design for responsive web, I led UX and UI redesign—brainstorming, mapping flows, wireframing, prototyping, and testing in partnership with product, legal, architecture, and research teams.
Design Sprint & Insights
A sprint with cross-functional teams revealed customer frustrations:
“It goes sour when trying to enroll for online access.”
“Spent hours on hold… still not enrolled.”
Users wanted instant access—even before receiving debit cards.
Solution Strategy
We redesigned the flow into four clear steps:
Account Lookup – Tested SSN vs. Last Name + SSN. Findings: most would enter SSN but wanted clarity, confirmation, and transparency on data use. Copy was rewritten to be empathetic and explanatory.
Consolidated Terms & Conditions – Moved scattered agreements into one screen, reducing cognitive load.
Security Verification – Isolated OTP flow for customization without affecting other areas.
Username & Password Setup – Let users choose credentials; avoided auto-filled email usernames due to formatting issues.
Design System Integration
I pushed for implementing a progress bar from the design system into the responsive codebase, securing a sprint’s resources to deliver it.
Outcome & Impact
The simplified, step-by-step flow reduced friction, clarified instructions, and improved perceived security. Core improvements:
Manageable steps
Reduced input burden
Unified T&Cs
Streamlined OTP verification
By aligning stakeholders and applying human-centered design, we positioned TD to exceed industry enrollment benchmarks and convert hundreds of thousands more customers to online banking.
UXDesign ProductDesign UserExperience HumanCenteredDesign DesignThinking UXStrategy UIUX CustomerExperience BankingUX DesignSystems UXResearch Prototyping InteractionDesign AccessibilityInDesign DigitalBanking ServiceDesign UXCaseStudy…TD Bank Online Banking Enrollment Redesign — Jake Redmond
Context & Problem
TD Bank’s online enrollment was severely underperforming—only 4–9% success rates in self-guided and assisted flows. Friction drove customers to call centers or branches, costing the bank potential adoption by ~700,000 users.
My Role & Process
As Manager of User Experience Design for responsive web, I led UX and UI redesign—brainstorming, mapping flows, wireframing, prototyping, and testing in partnership with product, legal, architecture, and research teams.
Design Sprint & Insights
A sprint with cross-functional teams revealed customer frustrations:
“It goes sour when trying to enroll for online access.”
“Spent hours on hold… still not enrolled.”
Users wanted instant access—even before receiving debit cards.
Solution Strategy
We redesigned the flow into four clear steps:
Account Lookup – Tested SSN vs. Last Name + SSN. Findings: most would enter SSN but wanted clarity, confirmation, and transparency on data use. Copy was rewritten to be empathetic and explanatory.
Consolidated Terms & Conditions – Moved scattered agreements into one screen, reducing cognitive load.
Security Verification – Isolated OTP flow for customization without affecting other areas.
Username & Password Setup – Let users choose credentials; avoided auto-filled email usernames due to formatting issues.
Design System Integration
I pushed for implementing a progress bar from the design system into the responsive codebase, securing a sprint’s resources to deliver it.
Outcome & Impact
The simplified, step-by-step flow reduced friction, clarified instructions, and improved perceived security. Core improvements:
Manageable steps
Reduced input burden
Unified T&Cs
Streamlined OTP verification
By aligning stakeholders and applying human-centered design, we positioned TD to exceed industry enrollment benchmarks and convert hundreds of thousands more customers to online banking.
UXDesign ProductDesign UserExperience HumanCenteredDesign DesignThinking UXStrategy UIUX CustomerExperience BankingUX DesignSystems UXResearch Prototyping InteractionDesign AccessibilityInDesign DigitalBanking ServiceDesign UXCaseStudyWW…