TDWrapped
TDWrapped is a project that provides personalized banking insights in a fun and engaging way, inspired by Spotify Wrapped. It helps TD Bank customers visualize their annual spending, saving, and financial habits through data-driven storytelling. The project transforms complex financial data into digestible, shareable insights, making money management more accessible and enjoyable.
—————————— Project Details ——————————
Timeline: Jan 11-12 (24 hours)
Project type: UXathon 2025 - UX hub
Tools used: Figma, FigJam, Notion, Pen & Paper
My role: Research & Development
Prototyping & UI Design
Team: Megan Chan, Jeffrey Xu, Emily Ng and Lilian Wang
————————— Problem Discovery —————————
User research and pain point analysis
Problem Statement: “Gen-Z Trust in Banking”
How might we reimagine digital banking services to make big banks feel approachable and transparent in their efforts to support Gen Z's financial goals and build lasting trust and loyalty?
Identifying User Pain Points
Through research, we identified key issues faced by Gen Z when interacting with banking services:
Lack of Transparency
Financial recommendations are unclear.
Complexity
Banking statements are difficult to interpret.
Limited Guidance
There is little support for financial goal-setting.
User Research and Validation
Surveying 22 participants, we uncovered:
65%
don’t trust their banking advisor’s transparency
70%
feel overwhelmed by their bank statements
60%
struggle to find a yearly banking summary
86%
don’t know how to optimize banking for their goals
User Personas
To better understand our target audience, we developed two contrasting user personas:
Confused Cindy
An undergraduate student seeking financial literacy.
Paint Points:
Struggles to understand financial products
Feels advisors push products rather than offer guidance
Lacks clear steps to improve her finances
Needs:
Simplified insights and transparency
A clear, actionable roadmap to improve her banking
Efficient Eddie
A financially savvy man who maximizes every dollar.
Pain Points:
Wants to optimize cashback and investments but lacks tools to compare options easily
Needs a way to track spending and optimize financial strategies
Needs:
A personalized financial overview to help maximize rewards
More granular insights into how to improve banking decisions
By considering both Cindy and Eddie, we ensured TD Wrapped caters to new users while also engaging high-value customers.
Competitive Analysis and Key Insights
We examined TD's existing solutions such as:
TD Find the Best Credit Card Tool
Helps users choose a card but lacks transparency in comparing alternative benefits.
Online Bank Statements
Requires users to opt-in, making it inaccessible for those unaware of the feature.
These gaps highlighted the need for clear, personalized, and accessible financial insights.
——————————— Solution ———————————
A personalized yearly banking summary that makes financial insights more engaging, accessible, and transparent.
Inspired by the Popularity of ‘Wrapped’ Trends
We leveraged the Spotify Wrapped concept—an engaging, shareable, and gamified annual summary—to make banking insights fun and easy to understand. Gen Z is drawn to personalized data visualizations that summarize their habits, helping them reflect on their financial journey in an engaging way.
Key Features
Spending Breakdown & Highlights
Making financial data digestible and relevant
Presents a clear, easy-to-understand breakdown of spending categories (e.g., dining, travel, subscriptions) with fun, interactive visuals rather than dense tables of transactions.
Highlights biggest purchases, monthly trends, and unexpected fees to create more financial awareness without jargon.
Gamified “Top 3 Merchants” and “Biggest Savings Month” insights make financial tracking engaging rather than intimidating.
Credit Score Summary
Demystifying financial literacy and building trust
Provides full transparency into how the credit score is calculated with simple explanations instead of vague industry terms.
Offers clear, personalized recommendations on how to improve (e.g., “Your credit utilization is high—aim for below 30% for a better score!”).
Busts common myths about credit scores, ensuring Gen Z feels informed rather than confused about their financial health.
Investment & Savings Overview
Helping Gen Z take control of their financial future
Shows how much money is sitting idle vs. actively growing, empowering users to make informed investment decisions with bite-sized insights.
GIC and mutual fund performance snapshots help Eddie track his portfolio at a glance, while Cindy gets a clear next step in her investment journey.
A “What You Could Have Earned” feature shows missed opportunities in savings/investments, nudging users towards better financial habits without pressure.
Personalized Financial Goals & Recommendations
Encouraging smart banking habits through transparency
Uses AI-powered insights to recommend credit cards based on past spending, allowing users to see the tangible benefits of different choices rather than being pushed products by an advisor.
Provides goal-based budgeting tools that guide users step-by-step on how to increase savings, pay off debt, or invest smarter based on their actual spending behavior.
Suggests actionable, realistic strategies like “If you automate a $25/month transfer to savings, you’ll have $300 extra by next year!”, making finance feel approachable and rewarding.
———————— Interactive Prototype ————————