Evolving the brand through insight and refinement

The homepage redesign built off the momentum from our investing and crowdfunding successes. Using learnings from previous A/B testing, we identified what truly drives engagement and retention, translating those insights into a refreshed design system that feels confident, premium, and personal.

The result is a cleaner, more emotive experience that combines trust-building storytelling with clear, focused user flows, setting a new standard for how users discover Chip.

Built for flexibility and focus

The new homepage was developed with custom code enhancements to push the limits of Webflow’s native functionality. Every component was designed with our modular CMS in mind — allowing the team to dynamically shift focus between key business goals, whether highlighting savings, investments, or a time-sensitive campaign.

This approach empowers both the design and marketing teams to adapt the homepage in real time, creating a more responsive and goal-driven user journey without compromising design quality.

Foundations for a unified web experience

The homepage acted as the launchpad for Chip’s new web design system. A flexible framework that now underpins our MVP pages and will scale across future promotions, campaigns, and feature launches.

By aligning web and product teams around shared design principles and interaction patterns, we’ve created a more cohesive experience between the app and website — ensuring every touchpoint feels unmistakably Chip.