Design Iteration

Task at hand...

TIAA E&F Client Types

The new E&F site should be designed with these users in mind.


Executive Director of small non-profit organization


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


Staff member at a small public university


Staff member of a large private university


Committee member of a small university

Design Principles


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.

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