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

  • Executive Director of small non-profit organization

  • 25 million endowment 

  • In a happy relationship with her current investment firm but open to learning about other reputable firms

  • Novice investment knowledge

image_Persona 05.png

David

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

David

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

  • 300 million endowment 

  • Good candidate for OCIO 

  • Actively searching for a new investment firm 

  • Expert investment knowledge

image_Persona 04.png

Allison

Staff member at a small public university

Allison

  • Staff member at a small public university

  • 90 million endowment

  • Current TIAA retirement client

  • Actively searching for a new investment firm and seeking referrals

  • Novice investment knowledge

image_Persona 03.png

Kate

Staff member of a large private university

Kate

  • Staff member of a large private university

  • Interested in learning more about TIAA’s Planned Giving offering

image_Persona 01.png

Edward

Committee member of a small university

Edward

  • Committee member of a small university

  • 55 million endowment

  • Currently in the middle of an RFP process with TIAA as a contender

  • Expert investment knowledge

image_Persona 02.png

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.

design system 01.png