Pitch Lounge - Food & Beverage / Startup Ecosystem
Bringing structure to Pitch Lounge’s newsletter experience
Bringing structure to Pitch Lounge’s newsletter experience
Bringing structure to Pitch Lounge’s newsletter experience
Bringing structure to Pitch Lounge’s newsletter experience
Transforming a collection of newsletter links into a structured experience that helps visitors discover relevant content.
Transforming a collection of newsletter links into a structured experience that helps visitors discover relevant content.
Transforming a collection of newsletter links into a structured experience that helps visitors discover relevant content.
Introduction
Introduction
Pitch Lounge planned a broader website redesign, beginning with its newsletter page. I independently designed a structured browsing experience to help investors and potential clients understand newsletter content, explore relevant topics, and discover Pitch Lounge’s areas of work.
Pitch Lounge planned a broader website redesign, beginning with its newsletter page. I independently designed a structured browsing experience to help investors and potential clients understand newsletter content, explore relevant topics, and discover Pitch Lounge’s areas of work.
Pitch Lounge planned a broader website redesign, beginning with its newsletter page. I independently designed a structured browsing experience to help investors and potential clients understand newsletter content, explore relevant topics, and discover Pitch Lounge’s areas of work.
Role
Role
Role
Role
UX/UI Designer
UX/UI Designer
UX/UI Designer
UX/UI Designer
Timeline
Timeline
Timeline
Timeline
June 2026 - September 2026
June 2026 - September 2026
June 2026 - September 2026
Status
Status
Status
Status
Design Approved (Development Awaiting)
Design Approved (Dev Awaiting)
Design Approved (Development Awaiting)
Design Approved (Development Awaiting)
Pain Point
Pain Point
The existing newsletter page displayed numerous links without clear structure, visual hierarchy, or context. Visitors struggled to understand newsletter topics, Pitch Lounge’s areas of work, and content relevance, making it difficult to explore the page with confidence.
The existing newsletter page displayed numerous links without clear structure, visual hierarchy, or context. Visitors struggled to understand newsletter topics, Pitch Lounge’s areas of work, and content relevance, making it difficult to explore the page with confidence.
The existing newsletter page displayed numerous links without clear structure, visual hierarchy, or context. Visitors struggled to understand newsletter topics, Pitch Lounge’s areas of work, and content relevance, making it difficult to explore the page with confidence.
Highlighting recent newsletters
would help us understand
our latest work
Highlighting recent newsletters
would help us understand
our latest work
I can’t easily find newsletters relevant
to my interests, so I end up
scrolling through everything.
I can’t easily find newsletters
relevant to my interests, so
I end up scrolling through
everything.
I can’t easily find newsletters relevant
to my interests, so I end up
scrolling through everything.
We need to understand each
newsletter’s topic before
opening the link.
Everything feels mixed together
without a clear structure, making
it difficult to understand
what I’m looking at.
Old Hero Image
Project Planning
Project Planning
Discovery
Discovery
Discovery
I reviewed the existing newsletter page to identify its structural gaps, content challenges, and opportunities for improvement.
I reviewed the existing newsletter page to identify its structural gaps, content challenges, and opportunities for improvement.
Discovery
I reviewed the existing newsletter page to identify its structural gaps, content challenges, and opportunities for improvement.
Discovery
I reviewed the existing newsletter page to identify its structural gaps, content challenges, and opportunities for improvement.
Research
Research
Research
I conducted stakeholder interviews and reference analysis to understand expectations and define design priorities.
Research
I conducted stakeholder interviews and reference analysis to understand expectations and define design priorities.
Research
I conducted stakeholder interviews and reference analysis to understand expectations and define design priorities.
Research
I conducted stakeholder interviews and reference analysis to understand expectations and define design priorities.
Execution
Execution
Execution
I developed the content structure, visual guidelines, and page design while incorporating stakeholder feedback throughout the project.
I developed the content structure, visual guidelines, and page design while incorporating stakeholder feedback throughout the project.
Execution
I developed the content structure, visual guidelines, and page design while incorporating stakeholder feedback throughout the project.
Execution
I developed the content structure, visual guidelines, and page design while incorporating stakeholder feedback throughout the project.
Research Insight
Research Insight
Research Insight
Content Context
Content Context
All six interviewed partners said newsletter links lacked topic context, making it difficult to judge relevance before opening each link.
All six interviewed partners said newsletter links lacked topic context, making it difficult to judge relevance before opening each link.
All six interviewed partners said newsletter links lacked topic context, making relevance difficult to judge before opening.
Business Clarity
Business Clarity
Participants explained that new investors and clients could not easily understand Pitch Lounge’s purpose or supported sectors from the existing page.
Participants explained that new investors and clients could not easily understand Pitch Lounge’s purpose or supported sectors from the existing page.
Participants said new investors and clients could not understand Pitch Lounge’s purpose or supported sectors from it.
Content Structure
Content Structure
3. Content Structure
Several participants noted that approximately 36 newsletters and additional sections were grouped together without clear categorisation.
Several participants noted that approximately 36 newsletters and additional sections were grouped together without clear categorisation.
Several partners noted 36 newsletters and additional sections were grouped together without visible categorisation or navigation.
Recent Visibility
Recent Visibility
Some participants suggested highlighting recent newsletters to help visitors and the team identify Pitch Lounge’s latest work.
Some participants suggested highlighting recent newsletters to help visitors and the team identify Pitch Lounge’s latest work.
Some participants recommended highlighting the latest newsletter to help visitors and the team identify recent work quickly.
Design Strategy
Design Strategy
I focused on restructuring the experience around a clear content hierarchy, guiding users from context to content, while making newsletters easier to discover through filters and year-based navigation.
I focused on restructuring the experience around a clear content hierarchy, guiding users from context to content, while making newsletters easier to discover through filters and year-based navigation.
I focused on restructuring the experience around a clear content hierarchy, guiding users from context to content, while making newsletters easier to discover through filters and year-based navigation.
I focused on creating a structured newsletter experience by improving content hierarchy, making existing categories visible, highlighting recent work, and establishing consistent visual guidelines to help visitors understand Pitch Lounge’s offerings before selecting a newsletter.
Trade-offs & constraints
Trade-offs & constraints
Before developing the visual system, I was asked to consider Wix’s development limitations. This meant balancing visual appeal with a simple, feasible structure that could communicate the user journey clearly.
Before developing the visual system, I was asked to consider Wix’s development limitations. This meant balancing visual appeal with a simple, feasible structure that could communicate the user journey clearly.
Before developing the visual system, I was asked to consider Wix’s development limitations. This meant balancing visual appeal with a simple, feasible structure that could communicate the user journey clearly.
Design Structure
Design Structure
Design Structure
Design Structure
Design Guideline
Design Guideline
Before redesigning the page, I established a consistent visual system covering typography, colour, components, spacing, and content hierarchy, creating a stronger foundation for the newsletter and future website pages.
Before redesigning the page, I established a consistent visual system covering typography, colour, components, spacing, and content hierarchy, creating a stronger foundation for the newsletter and future website pages.
Before redesigning the page, I established a consistent visual system covering typography, colour, components, spacing, and content hierarchy, creating a stronger foundation for the newsletter and future website pages.
Design
Design
Design
Stakeholders wanted visitors to understand the page’s purpose before exploring additional newsletter sections.
Stakeholders wanted visitors to understand the page’s purpose before exploring additional newsletter sections.
Hero Image
Hero Image
Based on stakeholder interviews, I designed the hero to immediately communicate the newsletter page’s purpose
Based on stakeholder interviews, I designed the hero to immediately communicate the newsletter page’s purpose
Based on stakeholder interviews, I designed the hero to immediately communicate the newsletter page’s purpose
New Section
New Section
New Section
Some participants recommended highlighting recent newsletters to make Pitch Lounge’s latest work easier to discover.
Some participants recommended highlighting recent newsletters to make Pitch Lounge’s latest work easier to discover.
Latest News Letter
Latest News Letter
The latest newsletter appears immediately after the Hero, giving users a clear starting point before exploring the wider archive.
The latest newsletter appears immediately after the Hero, giving users a clear starting point before exploring the wider archive.
The latest newsletter appears immediately after the Hero, giving users a clear starting point before exploring the wider archive.
Filter
Filter
Based on user survey, I found that users wanted to discover newsletters based on their interests and topics. I introduced filters before the newsletter archive, making it easier to narrow down content and find what feels relevant.
Based on user survey, I found that users wanted to discover newsletters based on their interests and topics. I introduced filters before the newsletter archive, making it easier to narrow down content and find what feels relevant.
Based on user survey, I found that users wanted to discover newsletters based on their interests and topics. I introduced filters before the newsletter archive, making it easier to narrow down content and find what feels relevant.
Participants wanted newsletter topics and key information visible before opening individual newsletter links.
Participants wanted newsletter topics and key information visible before opening individual newsletter links.
Newsletter Archieve
Newsletter Archieve
Based on user insight I designed the newsletter archive to provide essential information about each article upfront, helping visitors understand its topic and relevance before opening the newsletter and deciding where to explore.
Based on user insight I designed the newsletter archive to provide essential information about each article upfront, helping visitors understand its topic and relevance before opening the newsletter and deciding where to explore.
Based on user insight I designed the newsletter archive to provide essential information about each article upfront, helping visitors understand its topic and relevance before opening the newsletter and deciding where to explore.
I limited the initial archive to four newsletters to avoid overwhelming users with too much content at once, while giving them the option to view more when they’re ready to explore further.
Footer
Footer
Based on user interviews, I found that the existing gradient and different visual style felt distracting and disconnected from Pitch Lounge’s brand identity. I redesigned the footer to feel more consistent with the overall brand.
Based on user interviews, I found that the existing gradient and different visual style felt distracting and disconnected from Pitch Lounge’s brand identity. I redesigned the footer to feel more consistent with the overall brand.
Based on user interviews, I found that the existing gradient and different visual style felt distracting and disconnected from Pitch Lounge’s brand identity. I redesigned the footer to feel more consistent with the overall brand.
Newsletter Page Video
Newsletter Page Video
The final experience brings the page together through a clearer hierarchy, guided content discovery, and a consistent visual system making the newsletter easier to understand, browse, and explore.
The final experience brings the page together through a clearer hierarchy, guided content discovery, and a consistent visual system making the newsletter easier to understand, browse, and explore.
The final experience brings the page together through a clearer hierarchy, guided content discovery, and a consistent visual system making the newsletter easier to understand, browse, and explore.
Outcome
Outcome
Outcome
Outcome Reflection
The redesigned newsletter page was approved by the founder and team, establishing a clearer content structure, improved category visibility, and a consistent visual foundation for Pitch Lounge’s broader website redesign and future development.
The redesigned newsletter page was approved by the founder and team, establishing a clearer content structure, improved category visibility, and a consistent visual foundation for Pitch Lounge’s broader website redesign and future development.
The redesigned newsletter page was approved by the founder and team, establishing a clearer content structure, improved category visibility, and a consistent visual foundation for Pitch Lounge’s broader website redesign and future development.
Redesigning a Real Estate Landing Page for
Better Conversions
Redesigning a Real Estate Landing Page for
Better Conversions
Redesigning a Real Estate Landing Page for Better Conversions
Redesigning a Real Estate Landing Page for Better Conversions
Exploring Visual Design Across Social
Media and Websites
Exploring Visual Design Across Social
Media and Websites
Exploring Visual Design Across Social
Media and Websites
Exploring Visual Design Across Social Media and Websites
I enjoy exploring how thoughtful design and curiosity transform complex challenges into meaningful experiences while learning, sharing ideas, and connecting.
I enjoy exploring how thoughtful design and curiosity transform complex challenges into meaningful experiences while learning, sharing ideas, and connecting.
ashishshiv.upadhyay@gmail.com
ashishshiv.upadhyay@gmail.com
