Landing pageS
TL;DR / Summary.
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Redesigned Pinnacle’s affiliate acquisition landing page into a modern, flexible, localisation-ready template that supports multiple promotional formats, product types, and sign-up forms. Led project coordination, UI/UX design, stakeholder communication, and post-handover development support—eventually taking full ownership after key stakeholders left. The new template will be used across future landing pages, with upcoming A/B testing and analytics planned to refine performance and improve user conversion.
The Brief.
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Pinnacle’s Affiliates Team requested a redesign of their long-standing affiliate acquisition landing page, aiming for a more modern, flexible, and brand-consistent template. The page needed to support multiple countries, various product promotions (Sportsbook and Casino), single or dual promotional messages, potential sign-up forms, and full responsiveness. It also had to highlight Pinnacle’s USPs and present a more engaging visual identity.
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In the initial project meeting, I outlined objectives, timelines, stakeholder involvement, and communication channels, setting weekly check-ins and defining key requirements. The goal was to build a future-proof template within the CMS that all product teams could easily update while maintaining structure and brand consistency. This ultimately led to a wider proposal to unify all future landing pages under this new design system, a concept now being adopted company-wide.
Exploration.
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The Affiliates Team provided examples of competitor landing pages, which we analysed to understand their strengths, weaknesses, and alignment with our needs. I then requested the initial copy to establish content hierarchy and begin the wireframing stage.
Wireframes.
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Given the varying copy lengths and promotional formats, I designed wireframes centred around a flexible, left-aligned layout. Offers were paired with imagery, USPs placed below, and optional T&Cs positioned at the bottom. Desktop and mobile wireframes were created and approved by Affiliates, Content, and Development teams.
Had it been possible, I would've liked to have tested the wireframes on a sample of users to gauge any potential pain points, what they liked/disliked and whether it would meet their needs as well as fulfil the brief. I would've collated any data I acquired and determined whether any amendments needed to be made to achieve a more user-centred design.
UI Conceptualisation.
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With the wireframes approved, I developed a visual direction using mood boards, experimenting with gradients, textures, typography, and imagery. The Design Team was developing a new in-house creative style, and we agreed this project would be an ideal showcase for it. We also identified the need for a unified typeface across all UI and brand channels, switching from an outlined italic font to a more localisation-friendly option.
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I then designed the full UI across multiple resolutions, incorporating finalised copy; testing all languages for scalability, readability, and accessibility (contrast, legibility, form labels, alt tags, and keyboard navigation).
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Midway through this process, both Affiliate stakeholders unexpectedly left the company. I assumed full project ownership, coordinated tasks across teams, created required tickets, and ensured rapid turnover of localised mockups. Content and Localisation Teams provided interim approvals.
Once the Design Team delivered final creative assets, I built out all remaining components (forms, radio buttons, dual messages, T&Cs, USPs). A final presentation confirmed cross-team approval, and the project moved into development. Ideally, user testing at this stage would have provided valuable behavioural insights.
Early iterations of the casino landing page
Early iterations of the sportsbook landing page
Final landing page design - single offer
Final landing page design - single offer - Korean
Final landing page design - registration form
Final landing page design - dual offer - registration form
Final landing page design - Sportsbook version
Final landing page design - at 1920px, 1280px, 1024px, 900px and 768px screen resolutions
Development.
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I conducted a full handover with the Development Team, supplying all assets, a style guide, responsive specs, and UI behaviour definitions. Designs were uploaded into Invision for inspection. During development, I acted as a consultant, answering design-related questions and performing front-end reviews. Minor adjustments were supplied to ensure pixel-perfect implementation across resolutions.
Style guide for the Development Team
Registration form behaviour
Post Production.
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While the Affiliate landing page is still in development, new landing page requests have emerged, most notably a Chinese-market version requiring additional sections. Although I would prefer to test the first template before reusing it, timelines didn’t allow for this. Nevertheless, once the Affiliate landing page goes live, I plan to review analytics, heatmaps, and user feedback to refine the template.
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Post-launch, I will test the live page for functionality and visual fidelity, followed by an A/B test comparing the new design vs. the current one to measure conversion uplift. Results will be shared with the new Affiliate Team to determine the best-performing design for full rollout.
