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Rosa’s Renovation: Reimagining TD's Borrowing for the Future

Borrowing plays a crucial role in helping TD clients turn aspirations into reality. Our team set out to reimagine this experience—shifting the focus away from financial stress and toward achieving meaningful goals, like designing a dream kitchen renovation.

team

1 Product Designer (me)
1 Design Strategist

my role

Lead Designer responsible for creating the final 9-page storyboard, including concept development, illustration, and research analysis. Synthesized insights from past user interviews and collaborated with my team lead to co-write and shape the future storyboard.

nda project

Due to confidentiality, sensitive content—including storyboard text, concept details, and competitor analysis—has been blurred.

Design Challenge

"How might we reimagine TD's borrowing experience to make it less intimidating and help clients achieve their goals?"

what's the problem

For many, borrowing feels overwhelming and stressful. The fear of managing interest payments and finances often leads to hesitation—causing people to avoid borrowing, even when it could open doors to valuable opportunities like home renovations, education, or investments. This hesitation holds them back from reaching their full potential. Our goal was to shift this mindset. We aimed to create a borrowing experience that feels intuitive, manageable, and empowering—helping users confidently take the next step toward their dreams.

solution

To address this challenge, we developed a storyboard that follows Rosa, a client embarking on a kitchen renovation. This journey challenges the conventional belief that borrowing is intimidating, instead demonstrating how it can be a powerful tool for achieving personal goals. With TD's simplified borrowing process, Rosa is empowered to focus on her renovation rather than being bogged down by financial stress. TD’s innovative features—such as expert advisor support, rewards maximization, and access to trusted contractors—guide Rosa through the process, helping her feel confident and in control at every stage. These 13 concepts are inspired by current apps and programs, ensuring that the future borrowing experience is not only realistic but also intuitive, user-friendly, and aligned with everyday digital experiences.

outcome

The storyboard was presented to TD's senior product leadership, who provided highly positive feedback. Recognizing the potential of our work, they decided to establish a new team—the TD Enterprise Experience team—dedicated to shaping the future of TD’s user experience at an enterprise level. We were selected to lead this new initiative, which built upon the ideas from the storyboard to establish a broader, forward-thinking vision for TD’s future customer experiences.

Next Project:

Future Ready: Emma’s TD Experience

"For customers of TD, how do we want their general TD future user experience to look like in the next five years?"