Digital Management Case Study

 

Challenge

A major retirement and wealth management organization needed to transform its public web presence to a new brand. The existing site had over 2,000 pages of outdated and out-of-compliance pages. In addition there were several calculators and interactive tools using the outdated design system. The project required leveraging emerging AI and content management technologies while navigating organizational transformation and establishing sustainable processes for ongoing content management.

Approach

As part of a two-year engagement, Dylan led the comprehensive digital transformation initiative of a rebranded site for TIAA commercial and participant retirement, and wealth management services.  She worked across all organizational levels, coordinating design, development, and publishing teams to build routines and processes that streamlined the management of web page production. Through collaboration with stakeholders on prioritization and setting standards and best practices for web site publishing, the team was able to ultimately reduce the number of pages managed for B2B, B2C and Wealth Management audiences under Dylan’s guidance and direction.

Key Actions

• Orchestrated the reduction of 2,000+ outdated pages to approximately 500 pages and interactive tools in a new brand identity
• Created roadmaps and detailed plans considering competing priorities, operational costs, go-to-market strategies, and limited resources to delivery timely and revenue generating web pages  across desktop and mobile devices
• Built internal processes and communication routines for sustainable design and content management for the TIAA website
• Launched new public navigation system spanning B2C and B2B properties working design, development, and business stakeholders to redefine how users interact with the site
• Managed delivery of a centralized design system and templates to support the new brand identity

Results

• Successfully delivered enterprise-wide web transformation on time
• Established scalable processes enabling ongoing site evolution
• Managed the delivery of revenue-generating interactive tools for diverse customer segments

Awards

• TIAA retirement services projects for participants won multiple prestigious awards:
  • Indigo Award Gold
  • Hermes Platinum Award
  • Financial Communications Society Silver
  • Dylan Rodrigues was nominated as “Consultant of the Quarter”

Impact

Dylan’s leadership transformed the organization’s digital presence during a critical brand evolution, creating a modern, award-winning platform that serves thousands of institutions and servicing of customers while establishing processes that ensure long-term sustainability and growth.

“Every great team has a quiet force, the person who sees the challenges coming, diagnoses the problem, and delivers the solution before anyone else has a chance to panic. That’s Dylan. She doesn’t need to be the loudest voice in the room to drive results; she leads with skill, clarity, and a steady hand.” – Becca B., TIAA B2B Web Strategy Director

“Dylan joined my team as we were standing up a UX team from scratch, and her impact was immediate and will be lasting. In the two years that she was with us, she was truly the glue that held our team together, especially during a period of significant build and change.” – Tamara N., Head of TIAA and Nuveen Web Operations

“Dylan is a superior program manager with the unique ability to inspire action while fostering strong relationships” – Darrin A., TIAA Web Design Director

“Dylan guided multiple large-scale, highly complex initiatives with a level of mastery that made it look effortless.” – Eric S., TIAA Senior Visual and Motion Designer

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