top of page

U.S. Business Loan Application Experience

Role

Platform

Team Size

Timeline

Experience Design Lead

TD’s Commercial Business Banking Platform - Responsive Web

1 POD - 3 (UX, UI, Content designer)

Multi-phase release

As Lead Experience Designer, I led the redesign of the digital loan application experience for TD’s U.S. small business customers. The goal was to support multiple loan products within a single, scalable interface—improving clarity, eligibility guidance, and ease of use throughout the process.

By rethinking the end-to-end flow, we significantly reduced application friction, increased borrowing capacity support, and elevated digital adoption. The streamlined, product-agnostic experience enabled business clients to confidently apply for financing—without needing branch support.

Business Opportunity

Modernize the digital commercial lending experience to:

  • Support multiple business loan products (e.g., lines of credit, term loans, SBA) within a unified flow

  • Increase digital application completion rates and reduce drop-offs

  • Provide clear, upfront eligibility guidance to avoid dead-end experiences

  • Improve scalability for new products and regulatory updates

Customer Pain Points

Our research uncovered critical pain points affecting small business owners:

  • Fragmented, product-specific application flows created confusion

  • Lack of real-time eligibility signals led to user frustration and early abandonment

  • Cumbersome documentation steps and repetitive form fields slowed completion

  • Many users relied on in-branch support due to lack of clarity and guidance

These issues made the digital experience feel unreliable and inaccessible—especially for time-strapped business owners with limited financial expertise.

What I Did

  • Mapped the existing fragmented loan flows to identify friction points, repetition, and decision dead-ends

  • Proposed a unified, modular application framework capable of supporting different loan types through shared components

  • Introduced eligibility checkpoints early in the journey to set expectations and route users appropriately

  • Simplified the application into bite-sized steps with progressive disclosure and contextual help

  • Designed a clean, scalable interface aligned with TD’s brand system

  • Built smart form logic to dynamically adjust based on user input and selected loan type

  • Partnered with legal, product, and engineering to ensure compliance and technical feasibility

  • Created patterns for document upload, e-signature, and pre-fill from existing account data

Key Experience Improvements

Unified Application Flow

Before: Separate flows for each loan product created inconsistency and confusion
After: One adaptive flow handles all supported loan types, improving usability and scalability

​

Eligibility & Guidance

Before: Users were unaware of qualification requirements until late in the process
After: Early eligibility checks and product comparisons help users make informed decisions and reduce wasted effort

​

Clarity & Confidence

Before: Complex financial language, unclear progress indicators, and redundant questions created friction
After: Simplified content, visual progress tracking, and tooltips guide users through with confidence

 

Smarter Data Handling

Before: Manual entry of repetitive business info slowed progress
After: Autofill from existing business profiles and dynamic question logic accelerate the process

bottom of page