Elevating Customer Self-Serve Journeys

TD Bank Group has always been known for exceptional in-person service, but customers increasingly needed that same level of support in digital, self-serve channels. That’s where I stepped in.

Through extensive user research, I identified two critical friction points in the digital experience: booking an appointment and finding the right information through sitewide search.

The traditional appointment booking flow simply listed nearby branches with a phone number. It wasn’t truly self-serve. I redesigned the experience to leverage the Google Maps API, surface real branch availability, and recommend the right advisor based on the customer’s needs. This led to better-matched appointments, fewer reschedules, and a noticeable lift in customer satisfaction and operational efficiency.

Search on TD.com presented a similar challenge. It was outdated, bloated, and rarely surfaced the content customers actually needed. After diagnosing the problem, I led a complete redesign grounded in modern search patterns and behavioral data. By prioritizing the most common and relevant content and restructuring results delivery, customers found what they needed faster, which significantly increased search adoption and reduced call-centre reliance. In the first week alone, usage jumped by more than 200 percent.

This work helped move TD closer to what customers expect from a leading digital bank: self-service that feels intuitive, supportive, and confidently outcomes-driven.