TIAA was launching a new financial product to make charitable giving easier and more effective. In the form of a donor-advised fund (DAF), it married creative giving solutions with financial strategy.
The specialized service was a challenge to market; few knew what was a DAF was, and even less knew why they should open one. Additionally, none of TIAA's competitors had their website made in the last 7 years. We were creating the first modern marketing of this type of product.
This is where our team got to work. We held multi-day client/agency workshops, research, and brand development sessions. The project was as much of an exercise in financial content development, storytelling, strategy as it was design. We also created and used an atomic styleguide thoughout its development.
The site was built over the course of 4 months in 2-week sprint cycles. Our agile team consisting of eight MCD team members and three client stakeholders. My role in this project was of a supporting UX/UI designer and illustrator.
Once the Discovery and User Research was completed, the experience was created in true agile; the whole team collaborated to create a detailed picture over time.
In the inital sprint, we drew out a rough plan of the site architecture based on defined user personas. It then evolved over the course of the project to fit changing needs.
Educating new users on investment approaches and performance pools was a significant piece of the experience.
Breaking down the highly technical information hadn't yet been successfully done by TIAA's competitors, and our user research backed that up. We needed to create a fresh way of presenting the information.
To help users understand their investment options, I recommended the same logic in UX perosnas.
Pools were broken down into three types: General, Socially Responsible, and Customizeable. Next, I proposed assigning potential user goals to each to define their benefits. In this format, visitors could scan each card and choose a strategy based on individual needs.