Fintech • B2B

TIAA Consultant Hub

Empowering consultants with insights and tools to guide retirement planning decisions.

Project Overview

Contribute to a reimagined ecosystem, award-winning B2B experience by enabling flexible content models and responsive behavior across marketing pages.

Role

UX Designer

Duration

6 months

2024 - Present

Tools

Figma

Methods

Wireframe, Prototype, Design audits

Work Scope

Complex UI components designLifetime Income experience redesignInsight hub redesign

The Challenge

TIAA's consultant portal had grown organically over the years, resulting in a fragmented content experience that made it difficult for financial consultants to quickly surface relevant insights, case studies, and retirement planning resources for their clients.

Consultants were spending excessive time navigating disconnected content silos, leading to missed opportunities during client meetings and reduced confidence in the tools provided. The existing hub lacked intelligent filtering, personalized content surfacing, and a coherent visual hierarchy.

The redesign needed to balance the complexity of B2B financial content with a clean, intuitive interface — while aligning with TIAA's evolving design system and accessibility standards.

Consultant pain points

Hard to Discover

Relevant case studies and insights were buried under outdated navigation with no smart filtering.

Inconsistent Layout

Content cards lacked visual hierarchy, making it difficult to distinguish featured from standard articles.

No Data Context

Data visualizations in case studies were static and disconnected from the narrative flow.

Design Goals

Streamline Content Discovery

Redesign the hub's information architecture so consultants can find the right resource in under 30 seconds.

Establish Visual Consistency

Align all content components with TIAA's design system, ensuring a cohesive and accessible experience.

Integrate Data Storytelling

Embed meaningful data visualizations within case studies to support consultant-client conversations.

My Role

As the UX Designer on this project, I led the end-to-end redesign of the Insight Hub — from initial discovery and wireframing through to high-fidelity prototyping and design system contribution.

I collaborated closely with the design system team, product managers, and front-end engineers to ensure the new components were both visually refined and technically feasible within TIAA's existing infrastructure.

Responsibilities

Insight Hub architecture & layout redesign
Dynamic Rail component design
Smart Filter system & chip states
Article Card iteration & refinement
Case Study page template design
Data visualization integration

Collaborators

Design System Team
Product Manager
Front-End Engineers
Content Strategist
Accessibility Specialist

Insight Hub Experience

A comprehensive redesign of the consultant portal's content hub, featuring intelligent components that adapt to user needs and streamline access to critical financial insights and resources.

Hub Overview

Component Breakdown

Key elements that make up the Hub experience

Main Hub Page

Dynamic Rail

Adaptive content rail surfacing the most relevant featured insights based on user behavior.

Smart Filter

Intelligent filtering by topic, date, and content type for faster, targeted access.

Article Card

Redesigned card with improved readability and quick-action buttons for saving and sharing.

Dynamic Rail Component

I collaborated with the design system team on implementing the dynamic rail component to showcase featured resources like articles and key financial data.

Three card lockup variations were created to handle different formats of resource information — ensuring critical content like images or financial data is always surfaced with the right visual weight.

Original Hub Page

Variation A— Image-led card

Purpose: Highlights visually rich content (e.g. market outlook articles) where a strong hero image drives engagement and signals content type at a glance.

Variation B— Text-only card

Purpose: Used for text-heavy resources like reports or documents where no image is available — keeps the rail visually consistent while maximizing readable content density.

Article Card Evolution

The article card presents key details—title, summary, tags, and estimated reading time—to guide viewers in selecting content.

Its design began with a mockup and evolved through three iterations to achieve the optimal balance between imagery and article information.

Iteration 1 - With Read Time

Iteration 2 - Left Align

Final Design - Left Align ✓

Smart Filter System

The filter feature is critical in the insight hub main page as it enables consultants to browse by topic or content type—articles, media, or documents—for faster and more targeted access to resources.

I designed the filter chip styles, status, and the filter flow in collaboration with the design system team, ensuring a clean, intuitive look that aligns with the brand.

Case Study & Data Visualization

Arming consultants with compelling, data-rich case studies that clearly communicate challenge, strategy, and results — backed by purposeful data visualization that makes complex financial information instantly understandable.

Why Case Studies Matter

Consultants stay ahead with TIAA's breakthrough thought leadership — topical, powerful, and effortless to share. By exploring successful case studies, they gain insight into how TIAA helps clients stay ahead and discover the unique advantages TIAA offers.

The Consultant's Challenge

Consultants need to quickly understand and communicate TIAA's value proposition to clients. Without clear, structured case studies, they struggle to translate complex financial outcomes into compelling narratives.

By exploring successful case studies, they gain insight into how TIAA helps clients stay ahead of the game and discover the unique advantages we offer — turning knowledge into confident conversations.

Case Study Page Design

The financial case study page clearly presents a challenge and its significant results with TIAA. It strengthens credibility and helps consultants quickly see the value, make informed decisions, and connect results to their own goals.

Gonzaga Case Study

Hero Header

Bold institution name and key outcome stat set the stage, immediately communicating the scale of impact.

Challenge Section

Concise problem framing helps consultants quickly understand the client's pain points and context before diving into the solution.

Data Visualization Area

Charts and graphs translate raw financial data into clear visual stories — line charts for trends, bar charts for comparisons.

Results Section

Quantified outcomes with bold stat callouts make the value of TIAA's solution undeniable and easy to reference in client conversations.

Article Template Iterations

Template Version A

Template Version B — Final ✓

Data Visualization System

Using the right chart type — line charts for trends, bar charts for comparisons, pie charts for composition — ensures the data is easy to understand, while clean, brand-consistent visuals keep the focus sharp.