TD EASY trade
Reimagining Easy Trade for The novice investor
TD Easy Trade was created as a simplified, mobile investing experience, but its underlying structure inherited patterns from more complex investing products. As the product grew, those patterns created friction for the novice investors it was designed to serve.
Working with my team, I led a redesign of the product, rethinking its information architecture, navigation, key investing journeys, and visual experience to make investing feel more approachable, discoverable, and intuitive.
Role: Team lead, UX, UI, Strategy, Research facilitation
Casestudy on request
understanding the opportunity
Easy Trade was gaining momentum, with 61K active users, up 13% from 2022, and an App Store rating that had improved from 2.7 to 4.2. But new-to-investing customers still represented only 7% of Direct Investing clients and 1.3% of trade volume.
The opportunity was to build on that momentum, evolving Easy Trade into a stronger mobile-first experience that could better engage this growing audience.
Top customer irritants.
Research into the existing experience revealed friction across some of the product's most important journeys. These issues pointed to our problem: Easy Trade had been simplified, but it hadn't yet been designed around a truly mobile-first investing experience.
Rethinking the experience from the ground up
Before moving into design, we worked collaboratively with our business and product partners to identify gaps in the existing experience and understand what customers needed from key areas like Home, discovery, and search.
These insights helped us re-architect Easy Trade around the tasks that mattered most to customers, with clearer navigation, easier access to frequent actions, improved discovery, and dedicated destinations for key investing needs.
Weekly workshops with business and product team.
New information architecture
Designing the new easy trade experience
With the new information architecture in place, we translated the strategy into a redesigned mobile experience, rethinking the dashboard, landing pages, and core investing journeys.
The designs introduced clearer navigation, easier access to everyday actions, improved investment discovery, and more intuitive trading flows, creating a more cohesive and approachable experience for novice investors.
