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

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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

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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

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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

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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

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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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