The Financial Times

Moneyworks

A new channel focused on personal finance, tools and content to help younger audiences understand investing and saving.

Web
UI Design
B2C

Project Info +

Project Info –

FT Moneyworks

Background

In an increasingly competitive media landscape, the FT is exploring ways to engage younger audiences — tomorrow's mature, paying readership.

With a wealth of content spanning money markets, investing and personal finance, the opportunity was clear: bring it all together in one place.

Approach

I designed a new dedicated channel on the FT website, pulling together value articles, video content, podcast links, social media posts, resources and interviews

All of which are focused on helping younger users navigate their financial development, while staying true to the FT brand.

Outcome

I created a fresh set of components tailored to appeal to a younger audience, bringing together content that had previously been scattered across the site.

The channel gives the FT a focused, compelling destination for the next generation of readers.

Using already (mostly) existing FT components, and creating some of my own, I set about creating a new FT Channel, focusing on surfacing content for FT's younger audience.

Tapping into FT's extensive video and podcast series, these formats were surfaced and presented in new components, enabling specific content to be embedded within this new content hub. Showcasing FT content on social media platforms drives awareness and increases followers across all of FT's outputs, whilst building consumption engagement habits with FT's younger audience.

Providing visually striking components and mixing in a range of content, from tools through to real-life success stories - we wanted to ensure that the FT's younger audience were being highly considered by editorial.

Exploratory social media and LinkedIn posters to promote the new FT Hub.