Overview
Problem
Investors often face challenges when managing multiple investments through online portals. The existing portal design was outdated, lacked clear navigation, and did not fully comply with accessibility standards. These pain points created frustration and could lead to decreased engagement from users seeking to manage their portfolios efficiently.
Solution
To design a comprehensive, easy-to-use investing portal that simplifies portfolio management for investors while maintaining a strong focus on accessibility and TD’s brand guidelines. The goal was to create a platform that not only streamlined complex financial data but also aligned with regulatory and user-centric best practices.
My role
UI Designer
Scope
Data Visualization, UI Design, Responsive, Accessibility, User-Centric Design
Research
I began the design process by conducting primary and secondary research in order to better understand the accounting sector and how clients might respond to the big change in User Experience because it is such a data heavy product.
Pain Points
- Difficulty navigating the portal to find specific financial products or reports.
- Lack of accessibility features for visually impaired users, including insufficient color contrast and limited support for assistive technologies.
User Needs
- Clear, visual summaries of portfolio performance.
- Intuitive processes for tasks such as transferring funds, buying/selling investments, and receiving personalized recommendations.
Persona
Through research, we identified key user personas including beginner, intermediate, and advanced investors. Each persona had unique needs, such as simplified guidance for beginners and advanced tools for more seasoned investors.
Information Architecture
Sitemap
The Information Architecture (IA) of the TD Investing Profile Portal supports a seamless, intuitive user experience with a structured layout to help users efficiently manage their investment profiles. Here’s an overview of the IA, designed to cater to novice and seasoned investors:
Wireframes
The wireframes for the TD Investing Profile Portal establish a clean, structured layout that guides users through investment management features in a way that’s clear, efficient, and user-friendly.
Usability Testing
We conducted multiple rounds of usability testing with a diverse group of investors. Key insights included:
- Positive Feedback: Users appreciated the streamlined design, simplified navigation, and clear data visualizations.
- Areas for Improvement: Some users requested more customizable dashboard options and the ability to track additional financial metrics.
Final Version
The UI for TD’s Investing Profile Portal was designed to enhance usability, accessibility, and alignment with TD’s brand identity, ensuring a streamlined and user-centric experience.
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