Pinnacle partners
TL;DR / Summary.
I redesigned the Pinnacle Partners page using a darker, more modern visual style, unified the page's layout, introduced more branding elements, and improved hierarchy to increase engagement, all while keeping the original structure and copy. The redesign was approved, prepared for development, and planned for A/B testing and user feedback analysis to measure its impact and guide future improvements.
The Brief.
Pinnacle Partners is a service aimed at forming partnerships within the online gaming industry. Management felt the existing standalone page needed a visual refresh to boost user engagement, click-throughs and partnership uptake. Due to time and resource constraints, the copy and overall structure had to remain unchanged.
UI Conceptualisation.
I began by understanding the requirements and reviewing the current page to identify small but impactful improvements. Although Pinnacle’s default aesthetic used a light theme, I felt the alternative dark colour theme, already used in the Sportsbook and header, would create stronger visual impact. Applying this darker palette allowed imagery, gradients and CTAs to stand out more and created a more seamless flow between the header and page content.​
Early iteration of the Pinnacle Partners page
I reduced the number of font sizes, unified section backgrounds and introduced gradients to modernise the visual style. The hero section received a new polygon-style image, consistent with the "Partnerships at Pinnacle" artwork, and a circular gradient was added to create depth. CTAs and title lines adopted complementary linear gradients.
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Content hierarchy was improved by adjusting typography and layout within the “Partnerships at Pinnacle” section, and imagery was treated consistently with the hero. The “Featured Partners” section gained individual card containers for clarity, with secondary CTAs replacing plain text links; a horizontal mobile scroll was proposed for a more contemporary feel.
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For the “Other Partners” section, I recommended a carousel to encourage interaction and highlight partners individually, with matching mobile functionality. The “Contact Us” and “FAQ” sections were visually unified using the new dark theme while their functionality remained unchanged. Accessibility considerations (legibility, colour contrast, clear labels and hierarchy) were evaluated throughout.
Development and Usability Testing.
Management responded positively to the redesign, approving the visual and functional updates. I prepared all assets and documentation for the Development Team. Once built, the new page was intended to be measured against the current version via A/B testing to evaluate engagement and performance.
Following the initial implementation, I planned to conduct a Front-End Review to ensure the developed page matched the signed-off UI, providing developers with any required amendments before publishing. I also proposed gathering user/partner feedback to assess engagement levels, uncover pain points and identify further UX/UI improvements. A broad sample size would help ensure accurate insights and guide future refinements.