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Home & Auto Insurance

Role

Platform

Team Size

Timeline

Experience Design Lead

TD Insurance Native Mobile (iOS & Android), Responsive Web

4 PODs - 8 (UX, UI, Content designer)

Multi-phase release

Overview

As Lead Experience Designer, I led the transformation of TD Insurance's mobile and web experiences, elevating how over 3 million customers interact with their home and auto insurance policies. Historically, the app served as a basic gateway to a responsive web view, lacking native interactions and personalization.

I partnered closely with product and engineering to identify user pain points, leverage the new design system, and deliver modern, self-serve features that enabled customers to confidently manage policies, submit claims, and handle billing—all from their devices.

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Our work resulted in:

  • Surpassing Legendary Experience Index (LEI) satisfaction targets

  • Reduction in support calls related to claims and billing

  • Elevated TD’s position in digital insurance experiences

Home & Auto Claim

Customer Pain Points

The auto claim process was confusing and disconnected. Users had to:

  • Re-enter info they’d already provided

  • Navigate a fragmented, non-intuitive flow

  • Deal with poor visibility into claim status
    This friction led to frustrated customers and a spike in call center dependency.

Business Goals
Create a streamlined, intuitive native experience that would:

  • Empower users to initiate and track claims independently

  • Reduce call volume

  • Provide real-time updates to improve transparency

What I Did

  • Audited the existing claim workflows and mapped friction points

  • Identified gaps in handoffs, terminology, and data persistence

  • Proposed a step-by-step claims tracker inspired by familiar e-commerce tracking flows

  • Designed a progressive disclosure model to reduce cognitive load

  • Collaborated with content and legal to simplify claim language

  • Defined native patterns for image uploads, document sharing, and claim status notifications

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Result

  • Achieved a significant drop in claim-related support calls

  • Drove higher claim submission completion rates in-app

  • Surpassed LEI benchmarks related to clarity and ease of use

Claim Submission

Claim Status Tracker

Billing & Payment

Customer Pain Points

The embedded web iframe used for billing created a disjointed, slow, and non-native payment experience. This inconsistency led to drop-offs, payment errors, and diminished trust.

Business Goals
Deliver a fully native billing and payment feature set in the app to:

  • Boost completion rates

  • Strengthen security and confidence

  • Support Apple Pay and secure payment history access

What I Did

  • Conducted a comparative analysis of native vs. embedded web payment flows to identify usability gaps and friction points.

  • Uncovered technical limitations of the existing iframe-based solution, including lack of support for native interactions, accessibility issues, and security concerns.

  • Proposed a native-first billing experience, introducing:

    • Apple Pay integration for seamless, secure payments

    • Scheduled payments to support flexible customer needs

    • Real-time payment status and confirmation for transparency

  • Designed high-level user flows for:

    • Making a payment, incorporating different entry points (e.g., dashboard, notifications, policy details)

    • Changing payment methods, including built-in logic and validation for both credit card and PAD (pre-authorized debit) scenarios

  • Introduced a push notification strategy targeting delinquent accounts to reduce missed payments—triggering timely nudges for:

    • Upcoming due dates

    • Failed or missed payments

    • Confirmation of resolved issues

  • Collaborated with engineering to build modular, reusable billing components aligned with our evolving design system for long-term scalability

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Result​

  • Cut payment-related support calls by over 30%

  • Saw a notable increase in digital payment adoption, especially among first-time app users

  • Reduced delinquency by targeting high-risk users with push notifications at key moments

TDI Dashboard

The original TD Insurance app dashboard lacked personalization and was not aligned with the new design system. It offered limited navigation and failed to surface relevant entry points tailored to individual user needs.

Customer Pain Points

The home screen lacks launching points for users to navigate as well as relevant and personalized content for users.

Business Goals
Utilizing the newly created design system, there is an opportunity to improve the experience provided to users while addressing many existing customer pain points.

What I Did

  • Analyzed behavioral data to identify the most-used features and key user journeys within the app.

  • Defined a flexible information hierarchy that adapts to user status—for example, highlighting upcoming payments, recent claims, or coverage summaries based on individual context.

  • Designed a clean, modern interface that aligns with the TD brand guidelines while leveraging familiar interaction patterns to reduce learning curves and boost confidence.

  • Proposed a modular card-based layout to prioritize content and allow for scalable personalization over time.

 

   Result

  • Increased home screen engagement and reduced bounce rate

  • Helped users complete key actions (claim tracking, policy review, payments) directly from the dashboard

  • Created a scalable framework for future personalization (e.g., AI-driven insights, usage tips)

Old Version

New Design

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