Designing a Next-Generation Investing Experience at Scale
about.
This project reimagined TD Easy Trade’s self-directed investing experience for evolving business goals and a younger generation of investors. I led the foundation of a scalable design system to drive clarity, consistency, and long-term growth across the product.
why I wanted to join.
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 during the process.
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 translated 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.
Pulsing animation effect I created
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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