project_tiaacrefMy team at Razorfish was engaged to help TIAA-CREF develop and implement an online strategy that would preserve and grow their existing customer base. At the time of this engagement, TIAA-CREF had an 80+ year history of serving those employed by not-for-profit organizations. For most of that history, they had essentially no competition for their market. However, consumer-oriented investment companies like Fidelity and Vanguard had begun to make inroads into TIAA-CREF’s market.

This engagement spawned 7 separate projects. I led the experience design for them all. My role extended from the early strategy phases through every phase of conceptualization, design and delivery to the development team.

I managed multiple simultaneous user experience teams, working to maintain an integrated, consistent approach across all projects. I contributed to this expanding relationship by identifying additional projects that were logical for us to wrap into our design strategy.

This account grew to be the largest revenue-generating account at Razorfish at the time, bringing in $7 million in 2005.

September 2004 – March 2006



“Before” screenshots: page 1 | page 2 | page 3


Personas (pdf)

Montage to introduce personas to client’s team

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