Moneyworks

In an increasingly competitive media landscape, the FT is exploring ways to engage younger audiences - tomorrow's mature, paying readership. With the younger audience being 18-24, they are either university students or recent graduates entering the job market and moving away from campus or the family home.

With a wealth of content spanning money markets, investing and personal finance, the opportunity was clear: bring it all together in one place - with the ambition for younger audiences to engage with this highly useful content.

As UI & UX designer, I worked with a product manager and two highly regarded FT senior editors, to audit FT's extensive content across all outputs (podcasts, web, video and social). With much content available on Instagram, TikTok and YouTube - we felt it was important to included this with editorial content, to form a single channel page.

If users clicked on an embedded social media post or YouTube teaser image, users would be directed to FT's channels - allowing them to both consume and subscribe to various series of content.

With the content focus being 'financial wellbeing', different formats types are available to users in one place. I used already existing components but also created a fresh set of components for certain content types.

Whilst still to be officially developed and launched by FT, the channel gives the FT a focused, compelling destination for the next generation of readers.

This initiative opens up a wider conversation on how best to engage with younger audiences in an ever-increasing fragmented market, with content spread across multiple channels and apps. Especially in terms of building up loyalty and future revenue, as they become the next generation of mature readers.