Learning Center: MVP1

Unifying Financial Education Through Design Thinking

The challenge

Financial education content was scattered across TD’s digital ecosystem, making it difficult for users to discover and engage with. Six different teams were producing content — some hosted on third-party vendor platforms, others buried deep in the site — with no unified strategy, IA, or user journey. Our goal for MVP1 was to consolidate this content into a centralized, accessible, and SEO-friendly Learning Center.

The Learning Center my team inherited (above) was a bit of a “link farm” with no real content strategy and outdated content

Discovery & Research

We kicked off with a review of existing research gathered from both Canadian and U.S. markets, which highlighted a strong user appetite for trustworthy, accessible financial education directly from their bank. We found that:

  • Users want bite-sized, digestible content tailored to their life stage.

  • Content should be contextually surfaced (e.g., mortgage education on a mortgage product page).

  • Navigation and discoverability were key pain points due to disjointed hosting and
    poor IA.

figjam board from a design thinking session

The FigJam board from our Design Thinking kickoff session with various stakeholders and content producers throughout TD Bank

Design Thinking in Action

Before jumping into design, I co-led a series of design thinking workshops with stakeholders across the six content teams. The goal was to:

  • Align on user needs and business goals

  • Identify what content should be prioritized for MVP

  • Define SEO-driven categories based on search behavior and keyword trends

  • Map a shared vision for how content could scale in future phases (e.g., AI-powered contextual learning)

These workshops were instrumental in getting buy-in and co-creating a foundation for content governance moving forward.

Information Architecture & Content Strategy

With a clear understanding of the content ecosystem, we focused MVP1 on:

  • Designing a centralized Learning Center hub on td.com

  • Defining a scalable taxonomy rooted in SEO and user behavior

  • Mapping content into core life event categories (e.g., Buying a Home, Managing Debt)

  • Cleaning up outdated or low-performing content and identifying gaps

This phase was deliberately "quick and dirty" — balancing speed with impact to create a foundational experience we could test and iterate on.

Cross-Functional Collaboration

This project required deep coordination between design, content strategy, engineering, SEO, and legal. I worked closely with:

  • Content creators across 6 teams

  • SEO partners to validate category structure

  • Engineers to scope what was feasible for MVP1 vs future phases

Our updated Learning Center on td.com

What’s Next: MVP2 and Beyond

While MVP1 focused on centralization and cleanup, the long-term vision is to contextually embed educational content across product experiences — potentially using AI to dynamically surface relevant learning modules. MVP2 will explore how to weave financial education directly into product detail pages and application flows.

Takeaway

This project showcased the power of collaborative design thinking and ruthless prioritization. By anchoring our decisions in existing user research and uniting siloed teams, we created an MVP that improved discoverability, elevated existing content, and laid the groundwork for smarter, contextual financial learning experiences in the future.