The New Shopping Experience
Conceptualize and identify features for the new cross-channel shopping experience that customers can continue their search overtime, making the experience seamless, easy, and educational for both new and existing customers.
Approach
Using evidence-based HCD approach to conceptualize the new experience, I ensured that my deliverables were deeply informed by customer insights, leading to design solutions that resonated with our target audience and aligned with the project objective. With the knowledge and goal in mind, I collaborated with researchers, designers, product owners, and executives to inform each step of the process and stayed aligned.
By supporting workshops, performing competitive analysis, creating user archetype, journey map, and providing design strategies, I ensured that our team’s work aligned with both customer needs and business objectives.
Process
Scanning market trend through competitive analysis
Using evidence-based HCD approach to conceptualize the new experience, I ensured that my deliverables were deeply informed by customer insights, leading to design solutions that resonated with our target audience and aligned with the project objective. With the knowledge and goal in mind, I collaborated with researchers, designers, product owners, and executives to inform each step of the process and stayed aligned.
By supporting workshops, performing competitive analysis, creating user archetype, journey map, and providing design strategies, I ensured that our team’s work aligned with both customer needs and business objectives.
Aligning on goals in executive workshop
I created a visual summary of key competitive trends to inspire executives during the workshop.
The goal of the workshop was to align on and prioritize the long-term vision, criteria for success and priority audiences for the new shopping experience.
Our team was able to set the foundational direction for the scope of the discovery work, identifying what our customers will find valuable in the new shopping experience.
Empathizing and setting project direction
After aligning with the executives on the key themes and target segments, I created evidence-based user archetype grounded on the previous research done for each of student, postgrad, and newcomers to Canada.
When crafting the journey map for each target segment, I focused on the points of engagement, pain points and opportunities based on their goal for each stage of the journey.
I went through 8+ iterations and editing during this stage to capture critical points based on feedback from our lead and principle strategists.
Based on the highlights/key points identified on user archetype and journey map, I used “How Might We” statement approach to create the final problem statement. This statement was then used during the solution ideation workshop.
I recognized the critical role of embedding key customer insights within the problem statement, as it guides the team to address the right challenges.
Solution ideating and design recommendation
Although during the ideation workshop and design recommendation phase, my first internship term with TD ended, our team continued on to pull out potential solutions based on the ‘HMW’ problem statement and delivered design recommendations to create concept design prototypes.
Research planning based on design assumptions
For concept testing phase, here are key highlights of my contribution:
Supported prototyping and design editing for data collection.
Developed design assumptions to guide UX research.
Collaborated with UX strategist and researcher to identify valuable content.
Observed research sessions, providing feedback and technical support.
Key Learnings
Not all projects follow a linear path: It is important to ask questions to stay aligned throughout the project, as well as remaining flexible and open to change depending on project priorities.
UX researcher, designer, and strategist collaboration: I learned firsthand how essential collaboration is within a cross-functional team, where researchers, designers, and strategists continually informed each other’s work. This synergy allowed us to deliver customer-centric solutions that addresses both their current and evolving needs, while also aligning with the bank’s long-term goals.
I’m grateful to have had Alicia on my team for multiple internships. Her exceptional design skills, strong research analysis, and evidence-based approach have consistently exceeded expectations. Alicia takes initiative, lead project deliverables, and mentors her peers. I have full confidence in her ability to produce high-quality work that aligns with our team’s objective. Alicia has been a very valuable contributor to our Experience Strategy team at TD.
Sue McCloskey
Principle Experience Strategist
