TD Bank - User Centered Design Strategy

UX Research | Design Strategy | Experience Design

TD Bank Innovation Workshop

Client's Project (Ongoing)

Duration: 3 Months (Feb to May 2023)

TYPE OF ENGAGEMENT.

SKILLS & TOOLS.

UX Research, Strategic Design, Experience Design

Miro, Adobe Illustrator, Photoshop, Rihno, Laser Cut

PROJECT DESCRIPTION.

TD Bank has a new innovation store that opened on Walnut Street six months ago. The space has been designed to support a range of activities, including facilitating meetings, conducting research, and prototyping new technologies. Given its location amongst Penn buildings, there is an opportunity to do more to engage the local community, specifically students. This project aim to establish the workshop space and TD Bank as a vibrant and inclusive hub that caters to the needs of the local student community, while also fostering a strong talent pipeline for the bank.

MY ROLE.

UX Researcher and Design Strategist

TEAM.

Client - Melissa L. , Colleen H.

Researcher & Strategist - Duo Xu, Kevin S., Khushbu M. and Erol S

SOLUTION.

Developed a series of actionable recommendations (visuals, events, products, and space arrangement) to be implemented in the TD Workshop.

DESIGN PROCESS.

USER INTERVIEW.

To understanding our target audience’s potential needs, we set up 15 user interviews to learn their existing recruiting process and their perception of TD Bank.

MARKET RESEARCH & COMPETIVE ANALYSIS.

We researched on 12 Worldwide financial institution innovation labs.

We also visited 2 local financial institution innovation lab in the city.

How might TD effectively utilize the workshop space to connect with students?

How might TD build their brand equity among students?

We first invited seven Penn students to edit our existing job searching map and analyzed their job search journey. We also closely monitoring their moods during each inflection point in the journeys. Then, we averaged their responses to create following journey map for job searching. Inside the map, we also includes the questions they asked themselves during the process. All of the interviewee have experienced anxiety and confusion during their job searching process. Therefore, our goal with this project is to extend the ethos of TD being "Unexpectedly Human" to uplift and bring joy to recruiting process for students.

USER TESTING ON JOB SEARCHING JOURNEY.

IDEATION.

We pick the most suitable ideas for our TD Bank and students, and organize them inside the existing job searching journey.

SCOPE OF IDEAS IN JOB SEARCHING JOURNEY.

We believe that co-design and pretotype are integral in achieving valuable insights that should inform our design solutions. So, we selected three main ideas for prototype and feature testing: Visual Storefront, Green Zone, and Onboard Package.

We hypothesized that by infusing cheerful activities in the workshop, students and TD staff will feel at ease and more open to discuss about hiring and career opportunities. We involved 31 students in both stages and discovered their imaginations about what strategies are helpful for their recruiting experiences. The events were both awkward, exciting, and imaginative.

VISUAL STOREFRONT CODESIGN.

GREEN ZONE PRETOTYPE.

ONBOARD PRODUCT TESTING.

SOLUTIONS AND STRATEGIES.

We decided to recommend a modular and comprehensive solution to revamp TD Workshop. It is a 5-activation solution. In the context of talent acquisition, activation refers to the process of engaging with potential candidates who have shown interest in a job opportunity and encouraging them to apply or move forward in the hiring process. Activation is an important step in the recruitment funnel because it helps to convert passive job seekers into active applicants.