Social Genome Model


Project overview

An in-depth report produced by Urban Institute researchers used the Social Genome Model to better understand how structural factors influence crossroads moments and how changes at those moments in adolescence and young adulthood can influence long-term adult outcomes. Wanting to communicate the complexities of the research to a broader audience we focused on simplifying the message and making the content approachable for the intended reader.


Content strategy
Interactive design
Web design



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introduce a complex story

A scroll-based animation kicked off the feature. This allowed the reader to follow a narrative, slowly building a story and hopefully give them an understanding of the scale and efforts of this project before giving them the option to explore the eight experiments and the dataviz that accompanies them.

Unifying style

The eight topics represented on the landing page all had different photographic styles as their main image. Using a monochromatic approach allowed me to unify the visual assets. Embracing a highlight color and dropping backgrounds on rollover brought visual interest and a more playful style that worked well on social and our listing pages.

Showcase findings

Each topic had the same structure in our presentation - starting with a "What if" question and moving through to the findings where we illustrate impact on lifetime earnings. Animation and colored lines help to emphasize the shift in these experiments.