Base 1 to Apple then Amazon
BRAND STORYTELLING TO CONVERSION MACHINE
BOTB stands for Best of the Best, a UK airports competition company that went fully online on 2019. The main product was the Dream Car competition - Win an Aston Martin DB11 V8 (£140k) for £6.85!.
Back in 2018 we explored cost conscious image styles, icons and other add-ons on BOTB's homepage without going into serious dev. We discovered that changing the home page hero often increased revenue - the rational being: keeping it fresh and exciting for customers to come back to play, as well as giving them new options for quick purchases by guiding their decision with featured prizes.
The business kept growing and we started allocating resources to finding out which were our audiences and what inspired them to connect with BOTB. New marketing campaigns and an expansion of our visual communications resulted on a more defined brand in terms of product offers, tone of voice, look and feel.
Our stakeholders, share holders with high stock market expectations and the CEO urged us to continue growing/keeping our sizeable market share - especially as we were no longer the only ones in the market, digital competition websites sprouted in every corner especially leading to the 2020 pandemic.
By this point our audiences were clearly defined, we had the Legacy cohort - time conscious individuals who spent the most, valued speed, efficiency, and premium treatment. Then came the Young & Aspirational, the trend-savvy chasing recognition, status, and shareable moments. Then the Spontaneous Shopper, who craved indulgent experiences but demanded trust and security. And finally, the Dreamers, a hardworking group seeking light-hearted rewards and the chance to turn small wins into something potentially life changing.
Along with the CEO and stakeholders we decided we needed to cater for the top spending audiences - groups of people who valued information (car reviews, data) and beautiful machines (clear visuals, space to breathe, new cars) this aligned with our mission to differentiate ourselves, elevate the competition market and position as the premium option, where you can follow detailed car reviews, the latest news and of course win new top spec cars.
Scope of Work
Visual Design
UI & UX
Client
BOTB
Year
2018-2025
VIDEO CREATES A MORE IMMERSIVE, EMOTIONALLY CHARGED EXPERIENCE THAT REFLECTED THE EXCITEMENT OF WINNING A MEAN MACHINE
As the market matured and acquisition results shifted, so did our homepage strategy - moving from a premium, editorial style experience to a more direct, commerce driven approach. The new stakeholders goal were clear: boost competition conversion rates and streamline the purchase journey.
We redesigned the homepage to prioritise direct ticket acquisition, replacing immersive video and storytelling with optimised banners and competition cards that displayed key purchase info upfront - ticket price, prize details, time remaining. We enhanced trust and credibility by surfacing metrics like total winners, recent prizes, and transparent odds. This “Amazon-style” approach made competitions more accessible, scannable, and easier to enter, resulting in a measurable uplift in user trust and conversion.
Effective design and great brands are always evolving. The best outcomes happen when both move together, shaped by insight / data, intention / purpose, market shifts and the courage to act when it matters.
This journey taught me that good design lives at the intersection of usefulness, beauty, and business impact.
