Shaping the Future of TD’s Mobile Experience

ack in 2010, I had built a reputation inside TD Mobile as someone pushing the boundaries of mobile UX at a time when mobile banking was still in its infancy. TD was gearing up to build its first native app and needed someone who could take the idea from concept to experience. That’s when I officially stepped into TD as their mobile UX leader.

After spending time understanding the business, technology constraints, and customer needs, it was time to make it real. Collaborating with engineering, product, and business partners, I designed the foundational experience for what would become TD’s flagship mobile app — the same core experience that still exists more than 15 years later.

I established the “Emerald Standards,” evolving TD’s visual identity into a mobile design language that not only defined the app but ultimately influenced the broader .com ecosystem. From secure authentication to financial data visualization, online booking to everyday account management, I led the UX for features that customers now rely on daily.

It wasn’t easy work — connecting modern mobile interactions to deeply entrenched legacy systems meant design had to stretch into strategy, architecture, and diplomacy. But the result spoke for itself. The app launched within 24 months and immediately earned TD a J.D. Power Award, reinforcing TD as one of Canada’s leading digital banks.

For this work — and the collaboration it represented — I was honored with TD’s “Legendary” Award, recognizing the top one percent of performers across an organization of more than 50,000 people.