Pitching an experience to make finding full-fibre simple

Great UX is only half the job. The other half is helping people in the room see why it matters, whether that's through a prototype they can click or a clear line from design decision to business result

My first agency pitch with Freestyle was nailbiting stuff - although I had plenty of experience pitching ideas in previous in-house roles, that was typically to familar internal teams, not to clients with £££ at stake.

As the sole designer, I was tasked with leading the UX strategy and design presentation for a website transformation pitch to Gigaclear, and it taught me far more about communicating design than about designing.

I'd produced plenty of mockups of flashy UI designs for the pitch - Gigaclear didn't just need refreshed branding, they needed to see how the website transformation could move the needle for their business. I wanted to show them how we could make it simple and fast for people to find the right full fibre package for them - directly driving conversion.

But when you're trying to become knowledgable about a client's industry yourself, it's easy to forget most people don't know what 500Mbps means, or how full-fibre works. That's why I redesigned their discovery journey around experience rather than stats (working from home, streaming, gaming).

Making this into a clickable prototype, this was a powerful tool during the pitch itself, as I could put the client into their users' shoes - turning the UX strategy from waxing lyrical, to a relatable narrative.

In all the pitches I've done since, I've applied my key takeaways in one form or another…