My Role
- Led a design team of UX Designers, UI Designers, and a UX Copywriter to redesign the alert experience
- Collaborated with Product Owners and Cross-Functional teams to define user requirements and technical constraints
- Defined and executed long-term UX strategy for U.S. digital banking alerts for Business and Personal Account holders
- Directed design sprints and workshops to co-create user-friendly solutions to enable customers to mitigate fraud risks
- Led the production of high-fidelity wireframes and interactive prototypes using Figma
The Challenge & Our Approach
The Challenge We Faced:
- Customers were experiencing alert fatigue - many had disabled notifications entirely, leaving them vulnerable to fraud
- Existing alert system generated too many irrelevant notifications, causing users to ignore critical security warnings
- Complex setup process prevented customers from configuring alerts that matched their actual needs
Project Objectives:
- Improve real-time communication and user control
- Empower proactive financial behavior
- Strengthen security and fraud prevention
Our Solution Approach:
Redesign the alert system to enhance customer awareness, prevent fraud, and support financial planning by notifying users of key account events, like low balances or unusual activity. Enable users to lock cards, report issues, or transfer funds promptly.
Overview of TD Bank's redesigned alert system architecture and user experience
Key Features & Solutions
Checking & Savings Account Alerts (Threshold Alerts)
Alerts when balances go below or above user-defined thresholds. For example, an alert triggers if a balance falls below $100. Customizable via online or mobile banking.
ACH Credit alert configuration showing threshold and notification options
Simplified alert management interface with toggle controls
Fraud Alerts (Credit / Access Cards)
Instant SMS alerts for suspicious card activity. Recipients can reply "Y" to confirm legitimate transactions or "N" to block the card immediately. Seamless fraud control within the messaging channel.
Mobile fraud alert interface with quick response options
Instant SMS alerts for suspicious card activity. Recipients can reply "Y" to confirm legitimate transactions or "N" to block the card immediately. Seamless fraud control within the messaging channel.
Alert Management & Customer Control
Alerts are fully customizable (type, threshold, delivery method). Tools allow locking cards temporarily, reporting theft, initiating transfers, or reacting to suspected fraud quickly.
Commercial / Treasury Alerts (eTreasury Platform)
Business users can set up over 20 alert types: balance changes, wires, ACH activity, template status, user entitlement changes, payment status, security alerts, and more.
Commercial/Treasury alert dashboard showing organized business alert categories and management controls
Implementation Considerations
- Integration across platforms: Alerts are accessible via the mobile app and EasyWeb online banking
- User experience: Needs intuitive settings, clear instructions, and seamless opt-in/out processes
- Scalability & reliability: Must handle high-volume real-time notifications without delays or overload
- Data security: Alerts must be delivered securely without exposing sensitive data in transit
Mobile implementation showing cross-platform alert management and user control options
Challenges & How We Solved Them
Alert Fatigue
Challenge: Over-notification may desensitize users. Balancing frequency and relevance is key.
Solution: Implemented smart defaults and user-defined thresholds to reduce irrelevant notifications.
False Positives
Challenge: Ensure alert systems are accurate—false alarms can erode trust.
Solution: Refined fraud detection parameters and provided clear context in alert messages.
Configuration Accuracy
Challenge: Users must set thresholds appropriately to avoid missing or triggering too many alerts.
Solution: Added suggested threshold amounts based on account history and spending patterns.
Regulatory Vigilance
Challenge: Particularly after recent compliance shortcomings, robust monitoring and alert systems are critical.
Solution: Worked with compliance team to ensure mandatory alerts met regulatory requirements while preserving user choice for optional notifications.
Results & Impact
Key Outcomes & Metrics
- 60% increase in users enabling alerts (from 23% to 83% of active users within 6 months)
- 45% reduction in fraud-related losses within 6 months of launch
- 30% reduction in customer service calls related to alert issues
- 89% task completion rate for alert configuration (up from 34%)
- 2024 FICO Decisions Award for Achievements in Fraud Management
Business Impact
The redesigned alert system transformed TD Bank's customer communication strategy, significantly improving both security outcomes and user satisfaction. The project established new design patterns that were adopted across other digital banking products.
Project Summary
| Feature | Description | Design Impact |
|---|---|---|
| Threshold Alerts | Smart balance notifications with flexible thresholds | Reduced customer service calls by 30% |
| Fraud Alerts | SMS verification with expanded response options (Y/Yes, N/No) | Improved fraud response rate to 45% |
| Alert Customization | Simplified categorization and toggle controls | Increased setup completion from 34% to 89% |
| eTreasury Alerts | 20+ business alerts organized by operational categories | Streamlined business user configuration |
| Overall Project | Complete alert system redesign | 60% increase in adoption, 45% fraud reduction |
