Work Collection

Work Collection

Work Collection

TD Marketing Preferences sprint

TD Marketing Preferences sprint

TD Marketing Preferences sprint

Overview

Opportunity

Preliminary research revealed a significant gap in the market: users highly value autonomy over their communication and marketing settings. Many feel frustrated when overwhelmed by notifications and emails, especially if they lack a simple, intuitive way to adjust their preferences.

HMW

(How Might We)

Provide customers with simplified access to update their marketing communication in a self-serve capacity?

Overview

This project aims to address that need by empowering users with easy-to-manage settings that enhance their experience and reduce unwanted communication.

Current State

Today, there is no existing access for a user to tailor their communication preferences on web or mobile. If a customer clicks unsubscribe through a TD email, they are navigated through a subscription form to opt-out.The form is then sent to an employee who manually updates each customers’ profile.

This process is regarded as

  • Lengthy

  • Outdated

  • Complicated

  • Frustrating

Today, there is no existing access for a user to tailor their communication preferences on web or mobile. If a customer clicks unsubscribe through a TD email, they are navigated through a subscription form to opt-out.The form is then sent to an employee who manually updates each customers’ profile.

This process is regarded as

  • Lengthy

  • Outdated

  • Complicated

  • Frustrating

Today, there is no existing access for a user to tailor their communication preferences on web or mobile. If a customer clicks unsubscribe through a TD email, they are navigated through a subscription form to opt-out.The form is then sent to an employee who manually updates each customers’ profile.

This process is regarded as

  • Lengthy

  • Outdated

  • Complicated

  • Frustrating

My Role

I worked as a UX designer, creating mock-ups in Figma that aligned with TD's design system. I also collaborated with UX researchers and strategists to reimagine how customers interact with our product."

I worked as a UX designer, creating mock-ups in Figma that aligned with TD's design system. I also collaborated with UX researchers and strategists to reimagine how customers interact with our product."

I worked as a UX designer, creating mock-ups in Figma that aligned with TD's design system. I also collaborated with UX researchers and strategists to reimagine how customers interact with our product."

Discovery

Competitive Analysis

To gain industry insights and identify areas for improvement, I analyzed five direct competitors of TD Bank. This helped me understand which features customers expect in their notification preferences and provided a foundation for identifying key gaps in TD Bank's offerings compared to competitors.

To gain industry insights and identify areas for improvement, I analyzed five direct competitors of TD Bank. This helped me understand which features customers expect in their notification preferences and provided a foundation for identifying key gaps in TD Bank's offerings compared to competitors.

To gain industry insights and identify areas for improvement, I analyzed five direct competitors of TD Bank. This helped me understand which features customers expect in their notification preferences and provided a foundation for identifying key gaps in TD Bank's offerings compared to competitors.

User Research

Main Questions

  • How well does the Comms. Preference center enable users to identify the types, frequency, and channels of communications they are opting in and out of?

  • How well do the communication categories communicate potential value for customers to help them want to opt in

  • Which version is preferred?

  • How well does the Comms. Preference center enable users to identify the types, frequency, and channels of communications they are opting in and out of?

  • How well do the communication categories communicate potential value for customers to help them want to opt in

  • Which version is preferred?

  • How well does the Comms. Preference center enable users to identify the types, frequency, and channels of communications they are opting in and out of?

  • How well do the communication categories communicate potential value for customers to help them want to opt in

  • Which version is preferred?

Boundaries

Customers have their limits, and being inundated by communications is a key customer irritant

Transparency

Users quickly lose trust in companies if they feel that preference settings are hidden or poorly labeled

Value

Relevant communications are meaningful and timely ( eg. travel offer sent to user looking to travelling)

Agency

Customers want control over what gets sent to them and how they modify preferences ro suit their needs

Disclaimer

Unfortunately, I cannot display the final version or the prototyping stages of this project.

Framer 2023

Amsterdam