Challenge

Raise brand awareness and drive interest for the TD Ameritrade Essential Portfolio financial product and its benefits.

IDEA

Create a fun, easy, and shareable personalized experience that draws parallels between the abilities of AI to discover your personality, and the abilities of an automated portfolio management product that helps you meet your financial goals.

Fully aware that the product may only appeal to a niche audience, we wanted to first establish relevancy through drawing people’s curiosity about their personality. Expressing that in a personalized experience that requires minimal effort on the participant’s part, aimed to gain that wider appeal. Through a value exchange of providing a shareable personalized artifact, we could ensure some organic referral and raise in brand awareness.

How it works

In keeping with the ease of use of the Essentials Portfolio product, this experience is quick and simple. Upon submitting your Facebook account, AI analysis of your post’s text and photos occurs behind the scenes. Your content is synthesized into a personalized page with an editable avatar in your likeness and a high level summary of your personality and lifestyle behaviors, paired with your relevant photos.

The three analysis processes of your Facebook posts: 

STRATEGY & PLANNING

I developed an avatar matrix and numbering schema to be used between the designers and developers to catalogue and track all the facial attribute variants and the logic for assembly.
 
Designing around the limitations of the BetaFace API capabilities we deliberately kept the fidelity of the avatar akin to that of an emoji, placing emphasis on the most distinguishing feature, hair. To compensate for varying levels of accuracy and the participant’s desire to customize further, we included avatar editing functionality. User testing data validated that the likelihood of sharing increased with those that edited their avatars. 
 
The branded avatar and the avatar generator itself has the potential to be used across other customer touch points in the TD Ameritrade ecosystem.

Client: TD Ameritrade

Agency: Havas

Role: Creative Director, Visual Design, UI & XD

Visual Design: Gonzalo de la Asuncion, Soojin Park

XD/UX: Joe McHeffy, Angus Lo

Developers/Creative Technologists: Angus Lo, Jad Mintun, Marc Clifton, Stephen Cohrs, Danny Wang

Content Strategy & Copy: Jennifer Simoni, Taylor Schumaker

VISIT SITE »

MY ROLE

I ideated and concepted the experience along with my experience design partner. After I presented and got buy in from the client, I worked closely with the entire team to provide creative direction for the UX, visual design of the UI, the avatar visual assets framework and logic.