Case Study
Project
Live pages
Coming soon
Overview
I led the creation of a new design system for Chip’s website - a complete rethink of structure, style, and scalability. The refreshed homepage and supporting templates were rebuilt in Webflow with CMS-first architecture, allowing the marketing team to test, iterate, and launch new pages rapidly.
Every component is informed by months of A/B testing and performance insights, ensuring visual consistency and measurable conversion improvements.
Outcomes
The new system cut page build times by over half, simplified design updates, and aligned the entire web experience with Chip’s evolving brand identity. It reinforced the value of modular design as both a creative and operational tool — balancing visual storytelling with flexibility and speed.
Project
Overview
To build anticipation for the crowdfund, I designed a motion-led campaign page combining Webflow native interactions, Lottie animations, and teaser visuals of our refreshed app UI and design system.
The page told the story of Chip’s growth and vision while balancing the compliance and clarity required for an investment campaign. Assets were built with the wide rcompany in-mind, with variations of the web animations headlining marketing materials and CRM.
Outcomes
The campaign was one of Chip’s most successful to date - raising £11M from users and new investors. It proved how design and storytelling can fuel trust and excitement, even in a heavily regulated space. I also deepened my expertise in motion design for the web, balancing technical and responsive performance with visual polish.
Project
Live pages
Overview
As Chip expanded its investing offering, I led the redesign of our Investing homepage, Stocks & Shares ISA product page, and educational content. I also built a fully automated CMS-based fund database that powers our Funds List and Fund Detail pages, dynamically updating fund performance and descriptions.
Alongside the main web rollout, we developed in-app-optimised versions of key pages to improve continuity between product and marketing. These versions featured tailored UI, performance-optimised layouts, and deep links that connected directly back to the app — ensuring a seamless transition from in-app content cards to the wider investing experience.
To enhance user understanding and engagement, we introduced our first interactive financial tool — the Stocks & Shares ISA Calculator — designed to grow into a suite of personal finance tools launching through 2025–2026.
Outcomes
This overhaul positioned investing as a core part of the Chip experience and gave the marketing team the tools to scale educational content effortlessly. It demonstrated the power of designing responsively across both web and in-app contexts, ensuring consistency while respecting platform nuances. The project deepened my experience in building data-driven content systems and bridging the gap between product and marketing ecosystems.
The above implementations along with SEO/AEO optimizations to the Investing folder have made 2025 our most visited and converting to date, breaking our H1 new actives goal by 10,000 users.
Project
Overview
Previously, every rate change or product update required manual design, QA, and publishing work — a process prone to error and delay.
I rebuilt the site using all available features from the CMS and collection wrappers, conditional visibility, as well as Make.com for automation to automatically pull data and update account rates, and respective content ensuring compliance and accuracy across the site within minutes. The new workflow empowered non-technical team members to publish updates safely and independently, dramatically improving time-to-market.
Outcomes
What once took hours now takes less than five minutes.
This project reduced reliance on designers and developers for repetitive updates, freeing the team to focus on higher-value work. It highlighted how thoughtful automation and Webflow CMS logic can meaningfully change how a team operates, and has since been implemented for more than just interest rates.
Project
Overview
I redesigned and rebuilt Chip’s entire CRM email suite in Braze, introducing 7 flexible templates and a design guideline system. Each layout was built with responsiveness, accessibility, and modularity in mind — ensuring any campaign could be built quickly while maintaining brand integrity. The system allowed the CRM team to experiment with personalisation and dynamic content at scale.
Outcomes
The new templates have been in use for over a year, driving consistent engagement across millions of sends. This project reaffirmed the value of design systems beyond the website — building consistency across every touchpoint and reducing creative friction for cross-functional teams.
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