TD Ameritrade New Client Experience
2020 | Role: Lead UI/UX
TD Ameritrade's New Client Experience is designed as an intuitive onboarding wizard to assist investors of all levels determine the most suitable type of account to open. Technical improvements were also a key focus, addressing navigational issues, enhancing responsiveness, and improving accessibility. However, just as we were gearing up for the testing phase, TD Ameritrade's acquisition by Charles Schwab led to an indefinite pause in the project.
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The New Client Experience at TD Ameritrade had an outdated visual style that didn't align with the brand's image, making it seem like a separate, third-party service.
This misalignment in design led to increased client drop-offs, influenced by the dated look, repetitive content, and inefficient navigation from choosing an account to filling out forms.
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Following the 2019 rebrand by the brand team, the new client experience at TD Ameritrade required a significant refresh. This update called for a complete overhaul of various elements, including imagery and typography.
This revamp involved a comprehensive redesign, encompassing everything from the visual imagery to the typography, setting a precedent for design elements used throughout the entire TD Ameritrade site.
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Redesigned the entire flow, including the content.
A streamlined, step-by-step process for efficiency.
Introduced clearer, more intuitive selection styles.
Implemented "CTA nudges" for enhanced user security.
Fixed navigational and responsive issues while improving accessibility.
