Buy Your Future
https://buyyourfuture.uk/
2025
Buy Your Future is a fictional retirement planning website modelled on government portals and commercial e-commerce platforms. Employing Adversarial Interface Design, it transforms the problem itself into a hands-on experience, allowing users to fully experience the difficulties faced by those in non-traditional family structures when planning for later life.
Design Core
Within the interface, deliberate disruptions are introduced: small, government-style advertisements repeatedly appear; close buttons are difficult to click or evade the cursor; and verification steps recur throughout the process. The ad content is drawn from real public campaigns promoting marriage and childbirth, adapted into multiple-choice questions or CAPTCHA-style interactions embedded within the journey.
The user journey is constantly interrupted and redirected, forcing users through repeated cycles of confirmation, rejection, and restarting.
For those who choose not to marry or have children, DINK households, the LGBTQ community, and others in non-traditional family structures, the question of ‘who will care for us in old age’ remains largely unaddressed. In many contexts, care systems assume family as the default provider: decision-making rights are assigned to immediate relatives, and access to resources is shaped by implicit barriers tied to marital and reproductive status. As a result, those outside traditional structures are excluded from the outset, limiting their ability to plan for later life.
What can you ‘purchase’ here?
The website is structured around the logic of online shopping, allowing users to browse and select services for their future care in the same way they would browse products: companionship and daily care, medical decision-making witnesses, practical support during hospital stays, memorial arrangements and last wishes, as well as the right to be remembered.