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AI Driven Experiences

by Samiksha Makhijani RGD

“Becoming a certified RGD member in UX was very personal to me. RGD has played a huge role in my growth throughout my career, and I wanted to continue being part of a group that values thoughtful design, learning, and mentorship. For me, certification was not just about recognition — it was about contributing back to the community, helping other designers grow, and being surrounded by people who genuinely care about elevating the craft of UX.”
Samiksha Makhijani RGD
Context (Describe the user problem, project goals and objectives.)

User Problem: TD Mobile customers were frustrated by the lack of transparency around fees, often feeling blindsided by unexpected charges. During the pandemic, many people were living paycheck to paycheck, struggling to meet financial obligations and manage their cash flow effectively. Without proactive insights, customers found it difficult to plan ahead and avoid overdrafts or insufficient funds.

Project Goal: To address this challenge, we introduced an AI-driven framework designed to send predictive financial insights to customers. These real-time nudges helped them anticipate upcoming expenses, such as: “Your rent is coming up soon—make sure you have sufficient funds in your account.” By leveraging AI, we aimed to provide customers with timely, actionable insights to prevent financial stress and improve money
management.

Objective: Improve financial well-being by giving customers greater control and foresight over their expenses. Enhance digital customer experience with proactive, personalized banking solutions that reduce friction and build trust. This initiative empowered customers to avoid unnecessary fees, make informed financial decisions, and navigate their banking experience with confidence.

Process (Outline your design process, including user research, personas, journey maps and usability testing.)

To design a solution that enhanced financial transparency and improved customer experience, I followed the Design Thinking Process, focusing on research, data-driven insights, and iterative testing.

  1. User Research & Insights Gathering: To deeply understand customer frustrations, I leveraged multiple research sources:
    • App Reviews Analysis – Identified recurring pain points and complaints about fees and financial surprises.
    • Legendary Experience Index Report – Studied key industry benchmarks for financial well-being and user experience.
    • Customer Success Team Interviews – Gathered firsthand insights from customers’ support interactions.
    • Diary Studies (via Research Team) – Analyzed real-world user behavior and struggles in managing finances.
  2. Collaboration with AI & Data Science Teams
    • Worked closely with data scientists to analyze historical transaction data and identify behavioral patterns.
    • Partnered with product managers to define an AI-driven machine learning model for predictive insights.
    • Pursued a course in Transforming UX for AI from Stanford to deepen my understanding of AI fundamentals and ethical AI design principles.
  3. Designing Scalable & Intuitive Experiences
    • Partnered with UI designers to create a mini design system, ensuring scalability and consistency across predictive insights.
    • Collaborated with content writers to develop clear, user-friendly messaging that made AI-driven insights actionable.
    • Created wireframes and conducted concept testing to validate initial designs with users.
  4. Iterative Testing & Refinement
    • Ran A/B testing to measure the effectiveness of different message formats, UI placements, and levels of AI explanation.
    • Used qualitative feedback and performance metrics to refine the solution before launch.

By combining user research, AI-driven insights, and iterative testing, we ensured that the predictive financial insights were relevant, clear, and effective—helping TD Mobile customers make smarter financial decisions.

Solution (Detail the deliverables (e.g., wireframes, prototypes or final designs) and their alignment with project goals. Include metrics or qualitative evidence of the impact (e.g., task completion rates, accessibility improvements).

Deliverables & Alignment with Project Goals: To improve financial transparency and customer experience, I designed and delivered:

  • Personalized Insights Section on the Dashboard – Provided users with AI-driven financial nudges.
  • Categorized Nudges by Importance & Time Sensitivity – Ensured that urgent alerts (e.g., “Rent is due soon”) were prioritized, while general insights were contextual.
  • Wireframes & Prototypes – Created task-oriented prototypes for usability testing and validation.
  • Feedback Mechanism – Designed an in-app feedback loop to train the ML models, ensuring continuous improvement of predictive insights.

Impact & Results

  • 87% positive user feedback – Customers found the predictive insights useful in managing their finances.
  • 86 SUS (System Usability Scale) Score – Indicating a highly intuitive and user-friendly experience.

This AI-driven solution empowered TD customers to plan ahead, avoid unexpected fees, and gain confidence in their financial decisions, driving both engagement and trust in digital banking.

We filed 2 patents for this innovation and currently its in pending state.