Work About
This project looked at bringing forward TIAA’s Endowments and Foundations (E&F) management service as a featured product of the TIAA financial services group. I was brought in as a UX/UI designer where I helped research, synthesize findings, ideate concepts, and create microsite mockups utilizing existing design patterns. These design patterns were already part of a bigger TIAA brand redesign. However, I was able to create and modify designs to best fit the specific needs of the E&F style. The research began with a comprehensive look at the three companies that make up TIAA’s E&F management service. As the team dove into the workings of the companies I began to look at direct competitors. Aiming to get a better understanding of TIAA’s placement within the E&F ecosystem. Breaking down the services the competitors offered and looking at how they reached out to existing clients, the products that are offered, and ways to entice potentially new customers.
frog • 2016 [Find it here]
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Inspiration and Information Gathering
The research took us to Client and Stakeholder interviews. The design team was new to the concept of endowments and foundations, so it was a real education. We learned from both sides how the process of searching for an E&F service happened. As the team talked about our findings, my intuition felt that a successful match was going to boil down to trust. As stories and insights were laid out, patterns emerged, and themes were created. It really came down to the “right fit”. From the insights, we learned that the relationship is more than about money. It is about aligned philosophies and a close relationship between the client and the firm. Turns out that trust was an overarching and foundational aspect to these findings. From here, we began to unpack the concept of trust when searching for an E&F management service.
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Interviews - Client and Stakeholder Insights
There is a lot to consider when looking into an E&F firm. Who are they, what can they offer, and do their values align with the clients? This site was one part of many ways that potential clients connected with E&F services. It became an artifact within the client’s journey. Much like a designer’s portfolio It is a landing space to begin to understand what an E&F firm is about, their work, and the ice breaking introduction into picking up the phone and continuing further. Creating personas enabled us to visualize our insights. Providing an avenue, on where and whom, to begin brainstorming for. It also helped us get visual so we could clarify our thoughts to help get our ideas out. It was also a good insight for the TIAA to see the types of customers they could be working with. Giving them understanding to make potential relationships closer.
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Helping build ideas
I lead the analogous research as well which helped to generate some markers in which to create similar features and service access points for potential clients. This earlier research helped the brainstorm sessions by providing some good examples of other experiences, interactions, and offerings that could be pulled into a “trustworthy” site. Giving weight to the features we began to create and infuse into the concepts of the TIAA E&F microsite.
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Analogous Research for Concept Creation
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Concept A
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Concept B
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Concept C
© Will Abbott 2017
TIAA Endowments & Foundations Will Abbott Design