ROLE
UX Design Manager
TEAM
U.S. Public Site (td.com)
DURATION
6 months, ongoing
01. Overview
TD’s Marketing team partnered with a third-party vendor to create a checking/savings “bundle” offer page—an experience that received over $1M/month in paid traffic but delivered lackluster results. The vendor-managed page lacked alignment with TD brand standards, failed to follow established UX patterns, and led to a disjointed customer journey.
From the moment users clicked a promo, they were taken off-site, disrupting trust and continuity. Inconsistent bundling flows, poor hierarchy, and competing CTAs further degraded the experience.
My goal: sunset the vendor solution and design a better, brand-aligned bundle experience in-house that would increase conversion and reduce spend.
02. Problem
Off-platform flow created friction and user confusion.
Non-compliant UX/UI clashed with TD brand standards and digital accessibility.
Inconsistent bundling flows created user disconnect between marketing and product landing pages.
High maintenance costs and analytics issues due to vendor limitations.
The first click to the vendor page begins on td.com’s checking landing page
The bundling flow does not match the flow to add a savings/checking account bundle on td.com, creating an inconsistent experience.
03. The Strategy & Design Process
Let’s just say I’ve had a long-standing design vendetta against this vendor page. Rather than push for change prematurely, I waited for the right moment: an expiring technology certificate.
In advance, I designed an alternative experience using our in-house components and brand system. When the certificate expiration approached, I proposed a bold pivot: cancel the renewal and build it ourselves. I collaborated closely with my product owner to prototype a working demo using Figma and our CMS—and we delivered a proof-of-concept within hours.
User Testing & Validation
We partnered with TD’s Canadian UX research team to conduct moderated usability testing, comparing our new concept to the vendor experience.
Our design tested significantly better with users.
We addressed all usability concerns with minor design tweaks.
With this data, we built an executive presentation that demonstrated:
Improved usability
Significant cost savings
Higher alignment with brand and compliance standards
We successfully won stakeholder approval to bring the page in-house—eliminating vendor costs and improving the experience.
TD Bank version of the page design and usability testing score
04. Continuous Improvement & Optimization
We didn’t stop at a one-time redesign. My team and I have continued to optimize the experience through iterative A/B testing and performance analysis.
We launched an in-house version for all paid search traffic.
The new version resulted in a 50% reduction in cost per click and 150% improvement in marketing efficiency within two weeks.
We also resolved long-standing tracking issues, unlocking richer data insights.
Most importantly, we saw a measurable lift in bundled account openings, directly supporting business goals.
04. Looking Ahead
We’re currently developing a long-term optimization roadmap, including:
New A/B testing initiatives to continuously enhance layout, offer structure, and call-to-action placement
A proposed “filter-like” UX pattern that surfaces bundle incentives directly on product landing pages
Research into how to best communicate the value of bundling, based on user motivations
This next phase includes pitching an evolved bundling strategy to business stakeholders and securing funding for additional user testing and experimentation.
Key Takeaways
Strategic UX can shift business decisions. By aligning user needs with measurable business outcomes, we turned a long-standing pain point into a success story.
Scrappy wins are still strategic wins. A well-timed plan, solid design execution, and strong cross-functional collaboration helped us bring a high-impact experience in-house.
Testing is never “done.” We’re investing in continuous design and testing—from layout optimization to full-scale A/B testing—to ensure the experience evolves with user expectations.