Why Pinnacle
TL;DR / Summary.
The Why Pinnacle page was redesigned to incorporate the company’s new graphic style, improve readability, and increase user engagement. The structure was rebuilt using a unified dark theme, left-aligned content blocks, improved carousel behaviour, and a more dynamic testimonials layout. Accessibility and brand consistency were maintained throughout. Planned next steps included usability testing, A/B testing, a full development handover, and a front-end review before launch.
The Brief.
Why Pinnacle was one of Pinnacle’s key corporate pages, designed to highlight the company’s USPs, offering, and testimonials in order to encourage visitors to engage with Pinnacle’s betting products. A recent update to the company’s graphic style created an opportunity to refresh the page and explore how far the brand could be pushed while still maintaining consistency. Although core brand principles needed to be preserved, I was given conceptual freedom to explore new structures and reuse UI elements from other design-update initiatives.
UI Conceptualisation.
The original page blended light and dark themes, but moving to a unified dark-mode palette better aligned with the updated brand aesthetic. Reviewing the existing structure revealed issues with flow, readability, and user engagement; particularly in the Why Pinnacle carousel and the testimonials section, which felt visually flat and lacked interaction.
Early iteration of the Why Pinnacle page
Drawing inspiration from updated landing pages, partnerships pages, and the new graphic style, I restructured the layout around left-aligned, stacked content blocks to improve readability on both desktop and mobile. Hero images using the new visual language were embedded within container cards, paired with a sticky header to keep language selection and the 'Join' CTA constantly accessible. Subtle background data textures were integrated to reinforce Pinnacle’s identity as a sports and information-driven platform. A usability test at this stage would have been ideal to validate first impressions and gauge whether the hero section effectively communicated brand value.
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The Why Pinnacle section adopted the same left-aligned structure, with a revised carousel that more clearly indicated additional content. The accompanying image updated dynamically with each slide, reinforcing the container-card format.
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For testimonials, I intentionally broke the vertical rhythm of the previous sections by introducing a horizontal layout. This avoided visual repetition, increased engagement, especially on mobile, and aligned with the design pattern used on the Pinnacle Partners page. The horizontal approach also allowed three testimonials to be visible at once rather than two. Throughout the redesign, accessibility guidelines were followed regarding font sizing, contrast ratios (WebAIM), and hierarchy to ensure clarity across devices.
Development and Usability Testing.
If approved, the design would be tested with both users and stakeholders to verify that it met user needs and business objectives. Usability testing would focus on whether the design felt compelling, usable, and informative, while A/B testing post-development could measure changes in interaction and conversion rates.
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For development handover, I would prepare the assets, imagery, and style guide, and remain available for questions throughout the build. After the testing-environment implementation, a second round of usability testing would validate interactive behaviour. A Front-End Review would then ensure the on-screen build accurately matched the signed-off UI. Once any discrepancies were fixed, the page would be ready for launch, supported by a promotional social post from the Content Team.