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TD Bank

Writing UX copy and content for the website and mobile app of America's Most Convenient Bank® and its divisions, like TD Auto Finance.

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My TD copy style focuses on accessibility, clarity empathy, and engagement and has consistently exceeded OKRs and generated hundreds of thousands of customer interactions quarterly.

TD BANK CONTENT & COPY CREATION

As a Senior Digital Content Manager for TD Bank, I:

  • Lead content strategy and UX writing for regulated digital experiences across mobile and web platforms, ensuring compliance, accessibility, and accuracy while maintaining a clear, empathetic, and human voice
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  • Drive measurable business and user outcomes through content; generated growth to 233K customer interactions via net-new digital account setup in Q4 FY25 through iterative content improvements
     

  • Create content for digital disputes, helping exceed FY25 cost-reduction OKRs by routing 23% of fraudulent dispute volume into the digital channel through clear, trust-building UX content
     

  • Define and tracks content effectiveness using quantitative and qualitative measurements (usage metrics, user research), iterating through pilots, testing, and ongoing optimization
     

  • Operate within Agile/NEW workflows; manage content versioning, approvals, and documentation to support accuracy in high-risk systems
     

  • Lead by influence and example as a senior team member; mentor writers, creates and uphold content standards, and provides quality assurance to ensure consistency across teams and surfaces

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  • Design user-centered UX/UI copy for end-to-end flows including onboarding, alerts, error states, help content, and transactional experiences, translating complex financial concepts into simple, engaging, and intuitive language
     

  • Contribute to scalable content systems by helping define voice and tone standards, workflows, and best practices; elected by senior leadership to support enterprise content strategy initiatives
     

  • Partner cross-functionally with product managers, designers, engineers, researchers, legal, and compliance stakeholders to align content decisions with user needs and business objectives
     

  • Create and owns content deliverables using Microsoft Word and Figma; actively contribute to design critiques, stakeholder reviews, and roadmap planning
     

  • Was recognized for impact and leadership with Above and Beyond awards across FY24 and FY25; team awarded Project of the Year for Real-Time Balance Threshold Alerts (2023)
     

  • Volunteered side-of-desk on innovation AR initiative and internal quality-of-life program, supporting experimentation, emerging experience design, and team morale improvement

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SAMPLE OF WORK


 

Due to the regulated nature of the bank, this sample includes only live, customer-facing copy; it does does not include in-progress or internal work
(e.g. content guidelines, newsletters, or testing prototypes)

Digital Account Setup (DAS)
DAS home.png

A 2+ year mobile and browser project with 10+ iterations to guide new and existing customers through the experience of setting up accounts less than 45 days old. 

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After launch, DAS generated 93K customer interactions in Q3 2025; that number grew to 233K interactions in Q4 2025.

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Customers are prompted to complete important account tasks such as account funding, card activation, and setting up direct deposit.

 

The project integrates existing BAU user flows with net-new screens; to complete the project, our team collaborated with teams, projects, and stakeholders across all areas of the bank to integrate their services, designs.

The tasks designed for DAS

(able to be completed in any order)

Mobile pictured below; web pages available by request

Intro & account funding

Entry point into account setup; initial account funding via three digital methods integrating those existing deposit and transfer flows into DAS; sample of speedbump and error screens

Card activation

Creating a container, banner, bottom sheet, and success screen for the credit card team's existing card activation flow; aligning with CCUL standards and business line practices

Direct deposit

Helping customers set up direct deposit via two methods: automatic form creating or copy/pasting account details; providing information about TD Early Pay to encourage direct deposit adoption

Paperless, TD Alerts, & digital wallets

Toggles for paperless settings in coordination with a cross-functional bank effort; TD Alerts settings that integrate existing alert setup flows; and digital wallet add-on in partnership with payments team

Product cross-sell & static entry point

Part of a secondary DAS release: a dynamic "Add an account" cross-sell page based on customer's current products and a secondary static entry point on Account Activity allowing  customers to exit and re-enter setup for phased completion

Digital Disputes

A 2+ year, multi-phased mobile and browser project to allow customers to submit fraudulent and non-fraud transaction disputes online.

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Digital Disputes launched with a <5% misfile rate over the assisted channel's ~20% misfile rate. After improving with iteration and user testing, we decreased this number to 0 misfiles in January 2026. There have been 144,501 total digital disputes since launch in October 2024. Initial OKRs of 10% fraud case submission rates were exceeded by nearly 200%, and by end of FY25, we continued to reduce costs and routed 23% of fraud dispute volume (and 18% of total volume) into the digital channel with our clear, trust-building UX content.

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The project required close partnership with Claims Resolutions teams, VISA, fraud teams, legal groups, and multiple lines of business across the bank. In addition to user flows, I wrote success emails, FAQs, testing prototypes, assorted communications, and a 'Digital Academy' interactive tutorial for the project.

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Disputes will see upcoming releases in FY26.

A sample of Digital Disputes:
our latest release (non-fraud flows)

Entry point from transaction and introductory screens to provide info, confirm contact, and choose a scenario to determine dispute type for processing and dynamic questionnaire.

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Currently, we allow three scenarios to be pursued digitally:

Beginning a dispute
Dispute scenario:
canceled recurring transaction
Dispute scenario:
canceled/returned service or merch
Dispute scenario:
non-receipt of service or merch

After completing one of the three non-fraud questionnaire flows, customers review their information and have an opportunity to edit their responses before submitting.

 

Then, they receive a success screen with their Claim ID# and more information about the dispute timeline and next steps.

 

Also included here are sample speedbumps and error messages.  

Submitting a dispute

Other
Disputes
content

Digital Academy.png

Try the Disputes interactive tutorial

on the TD Digital Academy website!

FAQs
Success emails
App store preview copy

In-design marketing copy to grab attention and quickly highlight important app features for app store customers

App store copy

Permanent copy describing the TD Bank mobile app to all app store customers & bi-monthly updates to the "What's New" App Store copy that details release notes and version changes

TD Auto Finance website redesign

Entire website redesign, including copy additions and revisions. Changes to and new copy for:

  • Landing pages

  • Accounts pages

  • Settings & options

  • Security & verification

  • Registration

  • Onboarding tour

  • Notification banners

  • Statements & documents

  • Payments pages

  • Success screens

  • Emails

  • Help pages

  • FAQs

  • Error messages

  • Customer surveys

  • Secure message center

  • Dealer search

  • About us page

Real time balance alerts

Adding, editing, and deleting balance alerts and alerts contacts for deposit accounts on both the TD mobile app and the Online Banking browser experience

Leanplum interstitials

Interstitial pop-ups created with a third-party vendor to engage, inform, and redirect customers alongside every app release

App redesign tour

A "what's new" tour shown when updating to the new TD Bank mobile app redesign

Mobile product offers: credit cards

Current credit card offerings in the TD Bank mobile app, updated regularly in partnership with product business lines​

TD Auto Finance SSO

A single sign-on experience to connect TD Auto Finance accounts to Mobile/ Online Banking
Not pictured: TDAF on Mobile and Online Banking dashboards after registration

External transfers redesign

UI copy adjusted for the mobile app redesign of external transfers

Gold flowers on black 3600.png

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©2020 by Jake Phillips

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