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.
30%
Faster dev velocity by aligning design, engineering, and accessibility around shared system patterns.
100%
WCAG compliance by embedding accessibility standards directly into the design system.
2x
Engagement lift among Gen Z users by improving clarity and consistency across key product flows.
why.
I joined this initiative to tackle scale challenges where multiple teams and customer needs intersect. It was an opportunity to move beyond feature work and focus on the systems that shape how teams build and ship consistent experiences.
challenge.
As TD Easy Trade evolved for new priorities and a younger audience, teams lacked clear guidance on how to apply the global design system. Uncertainty around what to reuse, extend, or rebuild slowed early decisions and created inconsistency across key flows.
strategy.
To accelerate alignment, I introduced a decision framework balancing component purpose against implementation effort. Working closely with product, engineering, and accessibility partners, I defined three levels of system investment to guide reuse, extension, or rebuild decisions at scale.
execution.
I translated this framework 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 delivery velocity and experience 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.
testimonial.
In a highly compressed ET refresh, Jaewan systematized inefficiencies and helped teams move faster by bringing clarity and structure to the design process.
Sarah Kim
Design Lead
