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

David

Investment Committee member for a large university, former CFO at a non-profit 

Allison

Staff member at a small public university

Kate

Staff member of a large private university

Edward

Committee member of a small university

Design Principles

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Express the business unit’s unique value and philosophy beyond an endowment investment context.

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Enable prospective clients to discover which firm is the best fit for their needs; allow the business units to target the best fit clients.

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Raise awareness and be top of mind before the need arises.

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Develop content with varied levels of sophistication (basic to advanced) that acknowledges the different levels of investment expertise amongst the target audience.

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