This discovery project aimed to help TD Insurance shape its digital sales roadmap for the coming years.
It was a highly collaborative effort involving key stakeholders across marketing, product, technology, digital performance, and customer support. Together, we co-created a design vision supported by a clickable concept prototype tested with customers to explore feature desirability, risks, and opportunities.
As the Senior UX Designer, I led all design activities. I facilitated co-creation workshops, supported research planning, and analyzed usability test results to share clear insights with stakeholders.
● Persona development
● Co-creation
● Wireframes
● Interactive prototypes
● Concept testing
I began by reviewing online sales data segmented by product type, age, location, education level, and income. To support TD’s growth strategy, we focused on three high-value customer segments: Young Professionals, New Canadian Professionals, and Empty Nesters.
I developed detailed personas to represent each of these groups and guide design decisions.
I mapped the end-to-end customer journey to help the team see the full picture and uncover key friction points. Through brainstorming sessions, we defined several “How Might We” questions to guide ideation around these challenges.
For example:
● How might we describe our policy coverage in simple and visual terms so users can easily understand what they need?
● How might we make a seamless experience for chat for customers that have questions?
● How might we help customers understand our value and feel positive about buying insurance
I organized multiple co-creation sessions with stakeholders to understand their goals, uncover hidden needs, and challenge assumptions.
We ran three themed workshops:
● Speed & Volume: Generate as many ideas as possible within a limited time.
● Moonshot: Imagine the future of insurance in a world driven by AI and big data.
● Brand Tango: Reimagine TD Insurance through the lens of brands like Apple, Amazon, and Netflix.
Together, we defined design principles to guide decisions and maintain consistency. I explored multiple “blue sky” concepts, such as:
● Explaining insurance coverage in a more fun & interactive way
● Letting users adjust their own premium
● Using e-commerce and subscription models
● Adding guided, story-based experiences to explain products
● Adding facts, numbers and social proofs
All concepts were tested to understand customer desirability and shape the long-term roadmap.
I built interactive prototypes for home, car, and bundle insurance and we ran 12 concept testing sessions.
The most well-received ideas included:
● Shopping cart experience (the absolute winner!)
● Social proof and user stories
● Dynamic pricing
● Visual storytelling
● Gamified savings
This project had a major impact on TD’s digital sales strategy — defining new design directions, prioritizing feature development, and clarifying which ideas did not resonate with customers.
