Designing a Next-Generation Investing Experience at Scale
about.
This project reimagined Easy Trade’s self-directed investing experience for a new generation of investors. At the center of this total product overhaul, I spearheaded a fundamental shift in our strategy by building a scalable design system from the ground up. I ensured that every move we made remained consistent, intuitive, and ready for long term growth.
why.
I started this project to tackle the complex problems that arise as teams grow. It allowed me to move past feature-level work and instead build the systems that shape how our teams deliver a unified product experience.
challenge.
As TD Easy Trade shifted its focus to a younger audience, our teams needed clear guidance on how to use the new design system alongside our legacy assets. The uncertainty over whether to reuse, extend, or rebuild certain parts was a real roadblock. It made it hard to make quick decisions and led to inconsistencies across our main design outputs.
strategy.
To accelerate alignment, I leveraged a decision framework balancing component purpose against implementation effort. Working closely with product, engineering, and accessibility team, I was able to go through three different options to guide reuse, extension, or rebuild decisions at scale.
execution.
I leveraged foundation documentation with this process into repeatable components and governance rules, embedding accessibility and interaction standards by default. These patterns were adopted across acquisition, engagement, and core investing journeys, improving overall hand off process and consistency.
results.
The final design delivers a clearer, more cohesive investing experience, reducing friction across core flows and enabling users to move through the platform with greater confidence. The system foundation also created lasting alignment across teams as the product continues to grow.
Animation effect on live chart
Onboarding look with new componenets
Overview screens of implementations with refreshed components
NDA.
To respect TD's NDA guidelines, some sensitive information in this case study has been hidden or modified. If you would like more detailed information, please feel free to reach out to me directly.
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