TD Direct Investing – Seminars Platform Redesign

Client: TD Wealth / TD Direct Investing
Role: Senior User Experience Designer (Lead)
Focus: UX Design • Accessibility • Customer Engagement • Digital Events Platform

Project Overview

TD Direct Investing (TDDI) wanted to transform its long-running Investor Education Seminar program into a modern, accessible digital experience.

The seminars – both live and on-demand – were critical for client engagement and investor literacy, but the legacy platform was fragmented, text-heavy, and not mobile-friendly.

My goal was to redesign the digital seminar discovery and registration experience, making it easier for investors to find, register for, and attend educational events while ensuring the platform met accessibility standards and aligned with TD’s digital ecosystem.

The Challenge

  • Fragmented User Journey: Users had to navigate multiple pages to find events by topic or region.
  • Accessibility Gaps: The existing seminar listings and registration forms did not meet AODA/WCAG standards.
  • Limited Engagement Data: The old system didn’t track conversions or user preferences effectively.
  • Content Complexity: Users found it difficult to distinguish between webinar types, levels (beginner vs. advanced), and delivery formats.
  • Brand Consistency: The design language was outdated and misaligned with TD’s enterprise design system.

I was brought in to lead the UX strategy and accessibility integration, ensuring the new platform was engaging, usable, and compliant.

My Role & Contributions

1. Discovery & Research

  • Conducted stakeholder interviews with marketing, compliance, and education teams to understand content goals and success metrics.
  • Mapped the end-to-end user journey from awareness (email or ad) through registration and attendance.
  • Analyzed user feedback, web analytics, and drop-off rates from legacy systems to pinpoint friction points.
  • Benchmarked leading digital event platforms to identify best practices in content discovery and registration UX.

2. Information Architecture & Strategy

  • Reorganized the seminar catalogue with clear taxonomy and metadata structure (topic, difficulty, delivery method, speaker).
  • Designed intuitive filtering and search capabilities to help users find relevant sessions quickly.
  • Created service blueprints mapping user actions to back-end systems (CRM, marketing automation).
  • Simplified registration into a three-step flow with clear feedback, confirmation, and calendar integration.

3. Accessibility & Inclusive Design

  • Ensured compliance with WCAG 2.1 AA: proper heading hierarchy, color contrast, keyboard operability, and screen-reader labels.
  • Partnered with TD’s Accessibility Center of Excellence to validate all flows using NVDA, JAWS, and WAVE tools.
  • Authored plain-language content guidelines for event descriptions and form copy, improving readability and trust.
  • Implemented accessible date/time selectors and confirmation states, supporting users with cognitive or visual impairments.

4. Interaction & Visual Design

  • Developed prototypes consistent with TD’s design system (buttons, forms, color palettes).
  • Introduced visual hierarchy improvements, emphasizing event titles, speakers, and “register” calls to action.
  • Designed personalized dashboards for users to track upcoming and past seminars, boosting re-engagement.
  • Worked closely with developers to optimize performance and ensure accessibility wasn’t lost in implementation.
td_direct_investing

5. Collaboration & Delivery

  • Worked with developers, content strategists, and QA teams.
  • Documented accessibility acceptance criteria and success metrics in JIRA.
  • Partnered with marketing analytics to define KPIs: registration rate, return visitors, and content engagement.

Outcomes & Impact

  • Achieved WCAG 2.1 AA compliance and AODA certification for all user-facing components.
  • Increased seminar registration rates by 28% within the first quarter after launch.
  • Reduced average registration time by 40% through simplified workflows.
  • Improved mobile participation and accessibility adoption across the TD Wealth digital portfolio.
  • Created a scalable event experience template reused across TD Wealth and TD Bank learning platforms.

Reflection

This project demonstrated my ability to combine UX strategy, accessibility, and content design to drive measurable engagement.

By turning a static educational program into a human-centered, digital-first experience, I helped TD Direct Investing make financial learning more accessible, interactive, and inclusive for every investor.

Comments are closed.