Michelle Singletary's money milestones for all ages
The Post's longtime personal finance columnist, Michelle Singletary, wanted to compile an evergreen collection of frequently asked questions that she's answered throughout her career. Her concept was to celebrate every new decade of life as an opportunity to consider different aspects of personal finance. I developed a design so users could navigate her answers and filter by age and topic. After publishing, we listened to reader feedback and added a 90+ category. Later on we added a teen category.
The project is live here. I also converted the project into a print book, which is for sale at The Washington Post's print specials product page here.
This project won a Bronze medal at SND's digital design competition and three SND Award of Excellence for illustration, combination print and digital, and print single section in 2023.
Stills of the landing page, top of the decade page topper intro with Michelle's audio, and expanded filters on mobile.
When we added the 90+ (and later on the "teen" section,) I added a little "New!" indicator for returning visitors.
Each decade page includes a portrait of Michelle at each age, illustrated and animated by the brilliant Jordan Kay. We sent as many reference images as Michelle could find and asked Jordan to use her imagination to come up with what Michelle might look like for the older portraits.
Jordan animated all 9 portraits! Here are a few.
I also commissioned icons to use within the topper and in print.
Our marketing team saw the value in printing Michelle's evergreen advice as a magazine-style book product that's for sale in our print shop. It launched in the spring of 2023 and was promoted as a resource for new grads who were starting their careers and learning to manage their own finances.
