TD myAdvantage(UBI)

Role

Platform

Team Size

Release Date

Experience Design Lead

TD Insurance iOS & Android

2 PODs - 6 (UX, UI, Content designer)

September 2025

Overview

TD MyAdvantage is a usage-based insurance (UBI) program that rewards safer driving habits with personalized discounts. The program was previously offered through a standalone app with ~150,000 active users and a 40% closing ratio. While functional, the experience lacked transparency and trust—two things that are critical in driving sustained user engagement, especially in the insurance space.

As the UX Lead, I was tasked with integrating MyAdvantage into the main TD Insurance mobile app to create a more cohesive, trustworthy, and engaging experience. This wasn’t just a visual redesign—it was a full experience rethink, built to address real user concerns, preserve existing functionality, and support future growth.

The Challenge

Despite strong adoption metrics, engagement had plateaued. User feedback pointed to:

Data transparency concerns

Users weren’t confident about what was being tracked or how their data was being used.

Perceived inaccuracy

Many didn’t trust the app’s driving behavior scoring system—causing friction and attrition.

Fragmented experience

Having to toggle between apps led to confusion and reduced opportunities for cross-sell within the broader TD ecosystem.

The challenge was to address these pain points while ensuring a smooth transition for existing users and aligning with TD’s broader digital strategy.

Our Goals

Unify the experience

by integrating MyAdvantage into the main TDI app.

Improve transparency

around data collection and scoring.

Build trust

through clear UI and feedback mechanisms.

Promote deeper engagement

through clear UI and feedback mechanisms.

Mitigate migration risk

by maintaining continuity for existing users.

My Approach

As UX Lead, I collaborated closely with technology teams, business owners, and legal stakeholders to craft a seamless and responsible experience that met both business and user needs.

Discovery & Research

Facilitated workshops with internal stakeholders and frontline support teams to map pain points.
Synthesized research from usability sessions and app store reviews to define opportunity areas.
Collaborated with legal and privacy teams to align on compliant yet user-friendly communication.

Experience Design

Reimagined the onboarding experience to clearly explain what data is collected, how it’s used, and how it benefits the user.
Designed high level flow a new driving behavior dashboard with more intuitive feedback, visualizations, and educational tips.
Simplified the navigation to make MyAdvantage feel like a natural extension of the broader app.

Migration Strategy

Designed flexible transition flows to preserve user progress and score history during migration.
Developed proactive communication templates to inform users ahead of the switch and reduce anxiety.