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NEW TO INVESTING
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Green Text = New Content from TD
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Bold Green Text = New Content from TD Unique to Investor Type
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GUIDING PRINCIPLES• Encourage exploration through relevant content.• Make DI seem easy & affordable.• Provide confidence in application process.• Provide relevant resources and support.
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STAGES
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1. BROWSING2. EVALUATING3. TRANSACTING4. RETURNING
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DOING• Browsing the website from search result
• Browsing the website from link in TD.com
• Browsing from navigation
* Browsing from direct link (from word of mouth, flyer, advertisement, planner etc.)
• Link from mobile app		• Navigating between various DI content
• Comparing with competing services
• Looking for a checklist on how to get started (next steps type of thing).
• Looking for fees
• Checking to see that they can trade stocks and which markets (ex. they got a tip).
• Looking for support offering, including education and help.		• Opening an account (RRSP, TFSA)
• Making first trades
• Booking an appointment to set up an account with the bank.
• Sign up for a seminar.		• Performing investor research, learning more
• Contacting DI representative
• Possibly looking for where to login
• Returning to check application
• Looking for chat or help
• Share link of details to others
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THINKING• "Where do I start?"
• "What is this really all about"?
• “How does it work?"
* "Is this affordable?"
• "Will it be easy?"
• "What can I learn from here?"
• "It's RRSP time"
• "I have a hot stock tip. Where do I start?"		• “What’s involved?” (How much do I need to know, how much do I need to have, How much time/effort will it take)"
• “For the amount of money I have does it make sense?”
• “Can I go at my own pace?”
• “Am I safe?”
• “What happens when/if?”
• “Am I comfortable with what I am seeing”?"
• "Can I monitor my progress?"
• “How many steps/how long?”
• “Now what do I do?”
• “What do I do first?”
• “What should I buy?”
• "What else does TD have to offer?"
• “What’s the right mix for me?”
• “Should I buys stocks or ETFs or MFs?”
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FEELING• Curious
• I am not sure if DI is right for me.
• I need control of my investing
• Please don't overwhelm me

• “Can I really learn and use these tools?”
• “Can I really do this. Can I be successful?”
• "Can I trust these guys?"		• "Am I doing it right?"• "Is everything alright?"
• "I want to learn more"
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CHANNELS / TOUCHPOINTSOnlineOnlineOnline, CSROnline, CSR
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DEVICEDesktop, MobileDesktop, MobileDesktop, Mobile, PhoneDesktop, Mobile, Phone
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OPPORTUNITIES• Share the questions they should be asking (support/guide/help them — help them solve “I don’t know what i don’t know)
• Fees : Demonstrate cost effective : low cost trading options available at TD
• Replicate advice-like experience (guidance continuum)
• Provide a brief tour or video (possibly visual) of what DI has to offer
• Expert advice (ex Investor Education or How To, expert with profile pic and credentials)
• Everything should be bookmarkeable
• Provide "RRSP time" related seasonal content (ex. banner with a link maybe)
• Expose the application or platform addition process in a visual
• Product vs Information search results (ex. RRSP account vs RRSP information), can be separated by tab. Maybe do an autopopulate search. Need to confirm how search will be done.		• Show Web Broker — easy interfaces (context of use, task completion
speed/ease, intuitiveness)
• Advise of/Illustrate Support & Guidance (especially the 24/7 service feature)
• Mobile trading — when/where you want
• Easy transfers & funding (e.g., automated monthly)
• “Investing” vs “trading” language
• Use compare feature from templates (ex accounts)
• Explain security/privacy		• Funding (not “transferring”) — how easy it
will be
• Point/direct to the resources available ::
start off to education channels :: Getting
started/need to know
• What to do after you’re up and running ::
Enable to 1st step/1st trade
• Seamless integration between information gathered in "Browsing" and "Evaluating" with application process.
• Confirmation page with links to resources, "click to chat" and contact numbers
• Ability to add other accounts or products after one has been added
• Ability to apply to multiple products and accounts at once? Related items.
• Retrieve an existing application and edit or add to it.
• "Ways to apply" block Component 36, p. 83, TD_Public_Template_ThirdBatch.pdf		• Help them learn and plan so that they can do better :: webinars, blog/articles series’
• Provide easy login (where would this go?)
• Confirmation email with links to resources, logging in, checking application, and help, letting them know what happens next, next steps.
• Cookies (are you here for the first time? are they returning? remember tabs, welcome back banner with support, no need to identify and target content, returning within a day? hot lead. targeted content)
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