TD Health Advantage

Exploring innovative solutions to enhance North American healthcare while building strong banking partnerships with physicians.

01 Overview //

Reimagining TD’s Involvement in the Healthcare Space

TD Health focuses on exploring ways to simplify the process for busy physicians who are starting their own businesses. Our research is concentrated within exploring the vast needs of healthcare providers, with a goal to narrow our focus on those with the intention of opening a family practice.

With a team consisting of two user experience designers, two business analysts and a product manager, I primarily focused on leading ideation workshops to create journey maps, personas and various artifacts to help design a conceptual demo. 

02 Background //

My Role:

UI/UX Designer

Team Members:

1 Product Owner

3 Business Analysts

2 UI/UX Designers

TimeLine:

Phase One // 4 months (September - January 2025)

Phase Two // Ongoing (February 2023 - Present)

03 The Problem //

We asked ourselves: "HMW enhance healthcare in North America and become the key banking partner for healthcare workers?"

TD is under performing in the healthcare segment. Holding only 14% of market share.

RBC and Scotia bank are dominating the market and only furthering their lead.

04 Initial Exploration //

Adopting the One TD approach, we interviewed colleagues who work in wealth and private banking areas of TD and directly interact with healthcare providers:

  • TD Private Banking

  • TD Wealth

  • TD Wealth Strategy

Key Takeaways:

  1. Trust is Foundational + Long term relationships matter most in this space. Placing trust in mentors and colleagues

  2. Referrals drive growth - most healthcare providers rely on referrals

  3. Professionals are burnt out, requiring simplified services

  4. They experience inconsistency when contacting TD partners, leading to frustration.

05 User Research //

Our goal was to understand the process physicians go through when considering opening their own clinic.

Before beginning the initial design, our team sought to learn about the problem space, specifically how healthcare professionals currently interact with TD products and business ventures. Unfortunately, due to the internal privacy restrictions within TD, conducting primary user research is challenging—external participants were not an option, limiting research to internal employees who have a history of working within the healthcare industry or closely with healthcare clients.

For this reason, I focused on gathering secondary research and developing workshops to work towards our goal of understanding of the users:

Goal 01 —

Journey mapping

Led Journey mapping to understand, visualize, and gain insight into each stage of the process.

  1. Laid out the actions users take throughout their journey.

  2. Identify top pain points and opportunities

  3. Refine problem statement

Goal 02 —

Persona workshop

Led persona workshop to understand our users’ key needs, values, motivations, etc.

  1. Narrow and define target user group

With a defined user group, we decided to utilize our data to target specifically family physicians.

By directly supporting healthcare providers, we are allowing them more time to focus on their patients. This way TD can help all Canadians.

06 Solution Generation //

Creating the Initial Solution

Voting for the best

Concept Prioritization

Searching for inspiration: looking for a few examples of products that we think effectively solve the challenges we are facing.

  1. With our goals and research in mind, we ideate three step concepts with wireframes

    1. Showing it in "3 slides/screens", and adding the necessary annotations so that the idea is self-explanatory.

    2. Vote - generate a heat map based on the ideas we like

Drawing a 3 step solution to gauge the features we want to include on the application.

Three Prioritized Concepts

07 Outcomes & Takeaways //

I learned that project plans are rarely linear. Doing the most with limited resources teaches you a valuable lesson on how to maximize efforts with limitations.

The process of developing a solution was highly iterative, with frequent roadblocks due to changing goals from stakeholders. Presently, we are pivoting the project into a more general business creator tool to increase profitability and expand its reach.

This experience reinforced that limitations are inevitable, and adaptability, flexibility, and resourcefulness are essential to making the most of available resources while still delivering a user-friendly interface. In hindsight, I would have valued the opportunity to test with external users—particularly physicians—to reduce bias and focus on their specific needs rather than prioritizing profitability. This project is a current work in progress and now evolving to TD Launch Pad in order to expand the user base to entrepreneurs.

The project is still evolving. Feel free to reach out with any questions, though I am under an NDA.