Design strategist and product designer who builds from the ground up in complex, ambiguous environments. I use design as a tool for clarity and decision-making—pressure-testing assumptions, shaping platform architecture, and translating system-level complexity into intuitive, human-centered experiences.
Easy Apply is TD Bank's unified onboarding platform for personal and small business banking across Canada and the United States, powering millions of customer applications every year.
I joined during MVP1 in 2022 as a core designer and played a pivotal role in evolving the platform from a fragmented legacy system to a modern and seamless experience.
Over four years, I led foundational initiatives spanning multi-application onboarding, security and compliance, and identity verification across both markets.
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Sign up for Online BankingMy role continually evolved and spanned end-to-end ownership across UX, product and interaction design, motion, and front-end development.
More customers successfully completing their applications from start to finish through streamlined form flows and reduced friction points.
Measured through task success rates and reduced time-on-task across identity verification, e-signature, and product selection flows.
Higher first-year account retention driven by improved onboarding experience and clearer product expectations during application.
Increase in complete and accurate customer profile data captured during onboarding, enabling better personalization and risk assessment.
Easy Apply is TD Bank's unified onboarding platform for personal and small business banking across Canada and the U.S., designed to scale onboarding across channels, products, and regulatory environments.
Canada
United States
A fully digital, accessibility-friendly onboarding experience for customers applying online.
An in-store or in-branch onboarding experience designed for CSRs and FSRs serving customers in person. The Assisted channel provides comprehensive products and services, empowering our team to deliver exceptional, seamless service to both new and existing customers.
Personal
Small Business
Core banking products supported by the onboarding platform.
Debit Cards
Credit Cards
Certificate of deposits
Loans & Line of Credit
Platform-level services and capabilities that operate across channels, products, and customer types.
Multi-Party
High Risk Security & Compliance
Apple & Google Wallet Integration
Multi-Product
Customer Data Uplift
Shopping & Bundling
Interac Verification Service
Product Add-Ons
Document Verification Service
I led the design of a multi-customer onboarding feature that transformed how in-store employees serve customers and businesses. The legacy system required separate applications for each person or business, which was tedious and awkward. I designed a scalable pattern that onboards multiple customers and products in a single, conversational flow, significantly reducing application time while creating a more seamless experience.
I led the MVP design integrating a shopping experience into the onboarding flow, enabling personalized product offers at strategic moments. I created a mini-shopping module within the cart page where customers could review benefits and explore targeted promotional offers. Working closely with product owners and lines of business, I identified the optimal touchpoints to introduce shopping without disrupting the application experience, balancing upsell opportunities with a seamless onboarding journey.
Micro-Animation
Digital Wallet Setup
Cover Art
TD Easy Apply
When I joined, we were a team of three designers. We've since grown to over 20 across Canada and the United States.
As we scaled, I led strategic initiatives around design systems, quality assurance, and enhancement frameworks to support that growth.
I developed a comprehensive framework to systematically audit and improve the onboarding experience. The process identifies high-friction pages through research and accessibility audits, explores solutions using comparative analysis and scalable target state design pattern exploration, and validates through A/B testing and stakeholder feedback. Using this framework, we redesigned 7+ high-friction pages, significantly reducing drop-offs across key onboarding steps. This framework has become the standard methodology for prioritizing and scaling enhancements across the Easy Apply platform.
You're approved,
Jamie!
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