1. Rotman Design
Challenge
March 24, 2012

2. The Brief
Human Business
Objective Objective
To positively influence the
To help TD build long-term,
financial behavior of
trusting relationships with
students and graduates to
their customers to maintain
help ensure they grow up
their position as a leading
to lead an economically,
financial institution.
socially viable life.

3. Design Principles
FOR
Human Business
Success Success
1) Be deeply human-centered 1) Leverage & extend the TD brand
3) Focus on the heart of the issue 3) Think and act at the scale of TD
5) Intervene when it matters most 5) Design for customer
partnerships, not transactions
7) Create personal understanding,
not more information 7) Leverage TD core competencies
and resources
9) Build tools that encourage
change, don’t dictate it 9) Make success measurable

4. Our Design Process
The N The Human-
Financial E Centred
Journey E Innovation
D
Lit Review Experience Prototyping
Research Methods
Interviews (25) Interviews (15)
Students Students
Parents Parents
Recent Post-Secondary Grads Working Professionals
Working Professionals Finance Professionals
Financial Advisors Other Experts
Counsellors & Teachers

5. The Expectation – Reality Disconnect
Overestimate salaries after
graduation by 300%
Expect to pay off debt in less
than 5 years vs. 14 years
81% assume that they will be
better off than their parents
40% expect bailout
(BCSC, 2011 & Shoket, 2009)

6. The Money
Taboo

7. THE NEED: To spark open dialogue between
parents and their children about family finances

8. Moment of Intervention

9. Connecting the Dots

10. Get the Family’s Individual
Accounts Talking

11. How the Online Platform Works

12. New Conversations

13. Development
Considerations
1) Ensure controls are simple, flexible, and adjustable
2) Create an easy-to-understand, graphic dashboard
3) Focus on categories, ratios, and percentages, not dollars
4) Make the platform social
5) Design for offline usage and interaction

14. Customer Value
Give my child a head-
start in life e engaged more like an
adult
Feel like a better parent
Find an easier way to ain insight into my family’s
talk about money financial behaviour
ee a pathway to financial
success
PARENTS STUDENTS

15. Value for TD
• Address a real issue for its customers
• Capitalize on a marketplace opportunity
• Reinforce TD as a people-centred “lifestyle brand”
• Set the course for life-long, financially healthy clients

16. Current Program
Offer Investment
$150 $5M
Need
~33K clients
(by reducing attrition and/or increasing acquisition)

17. 2 – 3 % change accounts in a year
200K

18. TD would need to retain
16% = 33K

19. Measuring Success
Human Business
Success Success
1) Alignment of financial 1) Retention and acquisition
expectations and reality
3) Product cross-sell
3) Student loan repayment
5) Customer profitability
5) Debtors to depositors
7) Brand affinity
7) Improved financial literacy
scores 9) Customer satisfaction
9) Open dialogue and debate 11) Deeper advisor relationship
about the money stigma

20. We know this is a tough
conversation,
and not everyone is ready for it.
But that’s OK.
Our research has shown us that
the desire is there and
the time is right.

22. Appendix:
Doblin’s “10 Types of Innovation”