Shortcut Customization
The objective of this project was to introduce customization into the TD US mobile banking app, enabling customers to personalize the shortcuts displayed on their homepage.
Design Process
Research and Analysis
The initial phase focused on conducting comprehensive user research to understand the role and impact of personalization within a mobile banking experience. I partnered up with the research team to review existing studies and any other resources available, to understand user needs. I also conducted a competitive analysis of leading North American banking apps to evaluate the types of customization features currently offered to customers. Through this process, we discovered:
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74% of consumers feel frustrated when app content is not personalized
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Banks that provide personalized experiences see, on average, a 20% increase in customer satisfaction and a 15% increase in revenue growth
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80% of consumers are more likely to purchase from brands that offer personalized experiences, and 90% now expect personalization as a standard part of the user experience
These findings reinforced that personalization is not just a feature, but a core driver of customer satisfaction, engagement, and business growth.
Ideation and Analyzing Metrics
I brainstormed ideas to explore potential design solutions and define feature requirements. This included evaluating interaction patterns, such as whether the experience should be delivered through a modal or a dedicated page, and determining the most intuitive method for customization (e.g., drag-and-drop interactions versus selecting items from a list).
Additionally, we reached out to the analytics team to review usage data across existing app features. Using this data, I identified the most frequently used functions and developed a prioritized list of potential shortcut items that users could choose to add, ensuring the experience aligned with real user behaviour.
Prototyping and User Testing
I narrowed the exploration to two design directions, which were prototyped and evaluated through an unmoderated usability testing in partnership with the research team. We conducted sessions with 12 participants, asking them to complete a series of tasks and provide feedback on usability, clarity, and the overall user experience. Key findings from the study included:
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Participants were able to recognize and describe the purpose of action chips
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Users successfully rearranged, added, and removed action chips within their customized list
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The term “shortcuts” resonated more strongly with participants than “bookmarks”
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Participants preferred having the option to add up to 7 action chips rather than being limited to 5
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Certain icons were more intuitive than others; for example, users easily understood that the plus icon and empty state represented adding an action chip
Iteration and Visual Design
Based on usability testing insights, I iterated on the design to address pain points, improve interaction clarity, and enhance overall user satisfaction. High-fidelity visual designs were developed using the newly introduced design system, ensuring alignment with brand guidelines and consistency across the app. I delivered responsive designs for both mobile and tablet experiences across iOS and Android platforms.
Results
Shortcut customization became TD US Mobile’s first personalized feature, designed as a scalable solution that could be extended to other areas of the app. The feature empowered users to control to select which quick actions appeared on their homepage, allowing them to tailor the experience for their individual needs. Following launch, the feature contributed to increased customer engagement by enabling users to access their most frequently used features with a single tap, eliminating the need to navigate through multiple screens to reach desired actions.
Next steps: We identified that the interaction for rearranging shortcuts presented accessibility challenges. As a result, for a future iteration of the MVP, we partnered with the accessibility team to conduct additional usability testing and developed a more inclusive design solution that better supports diverse user needs.