Design Iteration
Task at hand...
TIAA E&F Client Types
The new E&F site should be designed with these users in mind.
Sara
Executive Director of small non-profit organization
Sara
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Executive Director of small non-profit organization
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25 million endowment
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In a happy relationship with her current investment firm but open to learning about other reputable firms
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Novice investment knowledge
David
Investment Committee member for a large university, former CFO at a non-profit
David
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Investment Committee member for a large university, former CFO at a non-profit
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300 million endowment
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Good candidate for OCIO
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Actively searching for a new investment firm
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Expert investment knowledge
Allison
Staff member at a small public university
Allison
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Staff member at a small public university
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90 million endowment
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Current TIAA retirement client
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Actively searching for a new investment firm and seeking referrals
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Novice investment knowledge
Kate
Staff member of a large private university
Kate
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Staff member of a large private university
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Interested in learning more about TIAA’s Planned Giving offering
Edward
Committee member of a small university
Edward
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Committee member of a small university
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55 million endowment
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Currently in the middle of an RFP process with TIAA as a contender
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Expert investment knowledge
Design Principles
XXX
Express the business unit’s unique value and philosophy beyond an endowment investment context.
Enable prospective clients to discover which firm is the best fit for their needs; allow the business units to target the best fit clients.
Raise awareness and be top of mind before the need arises.
Develop content with varied levels of sophistication (basic to advanced) that acknowledges the different levels of investment expertise amongst the target audience.
