Case study

cinch × ITV Starstruck

UX strategy and design for the cinch presents platform supporting ITV Starstruck

Clientcinch, part of Constellation Automotive Group
Commissioned viaUmbrella Promotional Risk Management Ltd
Year2022
My roleUX Strategy & Design
UX StrategyCampaignAutomotiveFast-turnaround
cinch presents Starstruck-branded competition site, "As seen on ITV"

"As seen on ITV" — cinch presents' Starstruck-branded competition page, shown across desktop and mobile.

The brief

Under recommendation, I was approached by Umbrella Promotional Risk Management Ltd to transform the campaign effectiveness of cinch presents, the marketing platform for Constellation Automotive Group's cinch.co.uk. The trigger was an urgent deadline: cinch's sponsorship of ITV's primetime music show Starstruck, presented by Olly Murs, went live on Saturday 12 February 2022, with a hard broadcast date and no room to slip.

The approach

cinch presents was splitting its content between partners and competitions, with partners given the primary focus — even though prize draws were the stronger hook for a visitor arriving from a TV tie-in. I restructured the site to lead with competitions ahead of partner content, added countdown timers against each live draw, calendar integration so a visitor could add an event or competition automatically, and an invite-a-friend mechanic that doubled an entrant's chance of winning — all within GDPR and DPA constraints on the personal data being gathered and shared with partners.

What I delivered

  • Restructured cinch presents to prioritise competitions and prize draws ahead of the existing partner-led layout.
  • Countdown timers against each live draw.
  • Calendar integration — competitions and events added automatically to a signed-up user's calendar.
  • An invite-a-friend entry mechanic, doubling an entrant's chance of winning.
  • Delivered inside the ITV broadcast deadline, with every stakeholder still signing off.
StatusDelivered ahead of the 12 February 2022 ITV Starstruck broadcast. Client reporting described strong consumer engagement and increased subscriber contact capture following launch. The same UX system was carried into further cinch presents campaigns evidenced in the material below, including Summer of Music festival partnerships and an England Cricket sponsorship. A broader Phase II — extending the UX strategy across the rest of cinch presents, exploring a dedicated app and deeper cross-platform integration — was scoped in the same engagement; no evidence it was commissioned or delivered.
cinch presents UX design and creative and development guidelines cover
cinch presents UX strategy rationale document
cinch presents mobile UX wireframes, home and competition navigation
cinch presents desktop competition-page wireframe
cinch presents Starstruck competition page, win a car worth up to £30,000
cinch presents Starstruck and Summer of Music competition pages, side by side
cinch presents competition hub spanning Starstruck, Summer of Music and England Cricket

cinch × ITV Starstruck sponsorship placement

← Back to all work