Design Case Study

TD Rewards Hub

A new central experience for TD credit card customers
to track and use their rewards

My role: Lead UI/Visual Designer

Project Overview

TD Rewards Hub is a digital platform designed to help TD credit card customers easily view, manage, and redeem their rewards - all within TD’s online banking and mobile app.

Previously, users had to access a third-party site to perform these actions, resulting in a fragmented experience and increased support inquiries. This project focused on designing an integrated, user-friendly experience from the ground up, allowing customers to monitor their earnings, customize spend categories, and redeem points without leaving the TD environment. By streamlining the rewards experience, the platform improves usability, builds trust, and encourages ongoing engagement.

At the time, TD’s rewards experience was fragmented and confusing. Customers had to leave TD’s platform and use a third-party site (TSYS TLP) to manage their rewards. This led to usability issues, lack of visibility, and increased support calls - especially around spend category selections.

  • Fragmented Experience: Customers were redirected to an external site, breaking continuity and trust in the digital experience.

  • Customer Confusion: Users struggled to understand how rewards were earned or how to update their spend categories, often resulting in
    service calls.

  • Lack of Visual Clarity: The third-party interface lacked modern visuals and data transparency, making it difficult for users to track or understand their points.

  • Inconsistent Brand Experience: The platform did not follow TD’s design system or accessibility standards, leading to a disjointed and less engaging experience.

Problem

My Role & Contributions

I worked as the Senior UI/Visual Designer on a cross-functional Agile team, which included UX, product, developers, QA, and content strategy. I collaborated closely with the UX designer from early wireframes to final implementation, delivering high-fidelity designs for mobile and browser.

My responsibilities included designing responsive layouts, creating net-new components, adapting designs across two different libraries, and supporting QA. I also contributed to UX decisions, helped shape interaction flows, and incorporated usability testing insights into the final visual direction.

Scope and Constraints

The Rewards Hub project was rolled out in phases, with MVP1 and MVP2 focused on enabling customers to view, understand, and manage their credit card rewards directly within TD’s browser and mobile platforms. Throughout the project, we encountered a few key constraints:

  • Timeline: The project had a fixed delivery window tied to a quarterly release schedule, requiring close coordination across design, product, and development teams to stay on track.

  • Component Libraries: The browser and mobile platforms used separate design libraries. At the time, TD US had not yet adopted the new Emerald Design System, so many components were missing or outdated. I had to create and adapt new components (such as the category cards) to support responsive layouts and maintain consistency.

  • Platform Differences: Mobile development was split between iOS and Android, leading to challenges like Android’s lack of a native month/year date picker. I collaborated with developers to design a consistent cross-platform solution that mimicked the iOS experience while meeting API constraints.

Process & Exploration

The Rewards Hub project was rolled out in phases, with MVP1 and MVP2 focused on enabling customers to view, understand, and manage their credit card rewards directly within TD’s browser and mobile platforms. Throughout the project, we encountered a few key constraints: