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
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Executive Director of small non-profit organization
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25 million endowment
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In a happy relationship with her current investment firm but open to learning about other reputable firms
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Novice investment knowledge
David
Investment Committee member for a large university, former CFO at a non-profit
​David
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Investment Committee member for a large university, former CFO at a non-profit
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300 million endowment
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Good candidate for OCIO
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Actively searching for a new investment firm
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Expert investment knowledge
Allison
Staff member at a small public university
Allison
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Staff member at a small public university
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90 million endowment
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Current TIAA retirement client
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Actively searching for a new investment firm and seeking referrals
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Novice investment knowledge
Kate
Staff member of a large private university
Kate
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Staff member of a large private university
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Interested in learning more about TIAA’s Planned Giving offering
Edward
Committee member of a small university
Edward
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Committee member of a small university
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55 million endowment
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Currently in the middle of an RFP process with TIAA as a contender
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Expert investment knowledge
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.
