Episode #44
Bringing Bid Design into Focus
Why should design be part of the bid process from the start? Great bid design is about more than making a proposal look good. It can help shape content, improve messaging, make information easier to digest and create a better experience for evaluators. In this episode of the Optimize Podcast, brought to you by VisibleThread, guest host Matt Light is joined by Victoria McAleese , Senior Bid Design Manager at Legal & General, to explore why design should be integrated into the bidding process rather than left until the final stages. Victoria shares her journey into bid design, from account management to becoming an award-winning bid designer, and explains how her experience has shaped her approach to creating clearer, more effective proposals. They discuss the challenges of bringing design into short-turnaround bids, why designers should be involved at capture and kickoff, and how having graphics and design assets alongside written content can save time and improve consistency. The conversation also explores designing for tender portals, choosing between Word, PowerPoint and InDesign, using templates and styles, accessibility, and how AI tools such as Copilot can support bid teams. Victoria also shares practical advice for teams without dedicated design resources, including how to use AI to recreate graphics and simplify content while keeping a human in the loop. Timestamps 00:00 – Introduction and welcome 01:20 – Victoria's journey into bid design 05:35 – Finding a focus in design and overcoming imposter syndrome 09:20 – Why design is often treated as an afterthought 13:25 – The benefits of bringing design into the bid process earlier 15:35 – Building design assets into content libraries 17:10 – How design can influence content and messaging 19:18 – Designing for restricted tender portals 22:25 – How design can influence bid outcomes 26:20 – Working effectively with marketing teams 30:40 – Word, PowerPoint, InDesign and Canva 33:55 – Templates, styles and collaboration 36:20 – Making proposals more accessible 38:50 – Using AI to support bid design 42:35 – Practical ways to embed design thinking earlier 44:00 – The future of design and bidding 44:30 – One design principle every bid team should adopt 45:00 – Design pet peeves and great user experiences 48:00 – APMP UK design resources and upcoming events In this episode, you'll learn Why design should be integrated into the bid process from the beginning How early involvement can improve both design and content Why graphics should be treated as part of your bid content library Practical ways to improve proposals submitted through restrictive portals How templates and styles can save time and improve consistency How to make bid documents more accessible and user-friendly Where AI can help with design and proposal development Why the evaluator's experience should always be at the centre of your approach Key Takeaways ✔ Design isn't just about aesthetics—it can help shape content, messaging and the overall evaluator experience. ✔ Involving designers at capture and kickoff gives them more time to add value and reduces last-minute pressure. ✔ Graphics and other design assets should be readily available alongside written content. ✔ Templates and styles are a simple way for bid teams to improve consistency and save time. ✔ AI can create significant efficiencies, but outputs still need to be checked and reviewed by people. ✔ The best starting point is to think about the end user and make your proposal as easy to digest as possible. Featured Guest Victoria McAleese is Senior Bid Design Manager at Legal & General and an APMP UK Design Excellence Award winner. Her route into bid design began in account management before she moved into a bid team and developed her design skills. She is also involved in the APMP UK Design Focus Group , which shares best practice and practical advice on bid design. Resources Mentioned APMP UK Design Focus Group – A community focused on sharing best practice and practical advice around bid design. APMP UK Design Roadshow – Victoria mentions an upcoming Manchester-based roadshow focused on design quick wins. Connect Follow Victoria McAleese and Matt Light on LinkedIn for more conversations about bid design, proposal management and the future of the bidding profession.
