When Good Offers Get Bad Design

Some businesses have genuinely good things to offer their customers, yet you wouldn’t know it from looking at their marketing. The information is there, technically, but it hasn’t been presented in a way that makes anyone care.

Take Nathaniel Rewards. The original website design focused on a gold rewards card, with little to communicate what made the scheme worth having. But look beyond the card and the benefits are actually pretty compelling: free MOTs for life, match-day tickets, festival experiences and exclusive discounts.

My redesign put those benefits front and centre, using lifestyle photography, clear messaging and a more engaging layout to show customers what they could actually get. The difference isn’t just visual. It changes the focus from here’s our rewards card to here’s what you get out of it.

That’s what good design should do. Not simply make something look better, but make its value easier to understand. Because if your best selling points are buried behind a click, hidden in the small print or presented without any real thought, you’re making customers work harder than they should have to.