The Official Chime Blog

Kael Matthews
By Kael Matthews
Web Designer & Developer
Published on July 24, 2017

A new look for

An insight into the design process behind the new website and how CaféX works collaboratively

Hi, I’m Kael. I recently joined the CaféX team as a UX/UI designer and developer. After a few weeks of working for CaféX, learning the ins and outs of working for such a great company, I was given my second task to redesign the customer-facing website for, a free service based on CaféX's award-winning Chime product.

I wrote this blog to give you an insight into what it’s like to work for a company like CaféX, how we work as a team and the design process behind the new website.


Getting to know the product

As a designer, before you set out to re-design a website or product it’s vital that you fully understand the product/business you’re designing for: its USPs, competitors, target audience, aspirations, etc.

If you are reading this article, I guess you have used or already know about Chime and all its great features. If not then please, for your sake, take a look here. However, to summarize, Chime is the future for online meetings, and luckily for you, you are one of the first to know.

Before working for CaféX I had no idea such a product existed. I was previously head of the digital department for a local creative agency working with clients all over the globe, I had used a lot of video conferencing tools but nothing like Chime. The ease of use and zero installations would have been a lifesaver in many circumstances. Chime was a product I could instantly connect with and see its full potential. I was ecstatic to start working on the website to help showcase this service.

To fully understand what Chime was all about, I had to pick the brains of my fellow team members, which led to meetings with the marketing team, IT, operations and founders, and, yes, we are all spread out across the globe. Thankfully, we were able to schedule meetings using Google Calendar that worked across the different time zones and use Chime to collaborate through video conferencing, chat and screen sharing effortlessly.



Defining the goals for 

Following several meetings with various team members, collating each team member’s thoughts, ideas, and aspirations and learning all about Chime. I was able to define the main unique selling propositions (USP’s):

  • Super easy to use (try it here if you don’t believe me)
  • Nothing to download or install 
  • Completely free for up to 6 users
  • Award-winning software (winner of Enterprise Connect 2016)
  • Built on the latest technologies
  • Great feedback from users

Now that I fully understood Chime’s USP's, I could start defining the goals for the new website.

Goal #1 — Let the product do the talking

It soon became apparent that the product speaks for itself.
This made it easy for myself and the team to define the primary goal behind the new website; make it number one priority to get people using the service. This goal made 100% sense as there is nothing to download or install. We didn’t need pages of content to try and sell Chime. We just needed to get people using the product.

We solved this goal by featuring the 'Start a Meeting' call to action immediately above the fold so that it was visible as soon as a visitor landed on the homepage. This step minimized the need for any unnecessary click-throughs.

Chime form.png

Goal #2 — Showcase the product

For those people who may be hesitant to start a meeting straight away, we needed to give them a glimpse into Chime’s great features. I think that nothing does this better than a short video or animation — so this led to Goal #2 in which myself and the team created a short video highlighting some of the main features of Chime.


We used HTML5 Video to embed the video and placed it just below the 'Start a Meeting' CTA on the new website. This way, it is still within the fold and instantly engages visitors with the product.

Goal #3 — Quickly summarize Chime’s features

People are lazy these days, and we don’t like to read tons of information, so we needed to present a quick summary of Chime’s features. We did this by using simple icons and a short amount of text explaining each feature.


For those who desired a little more info, we created a dedicated video and features page.

Goal #4 — Provide better help and support 

Chime is super easy to use. As you'll see in a future post, our employees' children are using it for small group homework assignments. But Chime also has some advanced features which applied to more savvy users and enterprise companies. We wanted to make sure we provided a simple user guide to detail how to use every aspect of Chime.

Goal #5 — Allow people to get in touch

Since the launch of Chime, a few larger enterprise companies have heard about this great product, and the CaféX team has worked closely with those large companies to help deliver internal products which utilize some of Chime’s great functionality. We wanted to make sure there was an easy way for users to make inquiries, which led to Goal #5; make it easy for people get in touch.


A new design for Justchimein

Once we were clear about our goals, we could then begin work on design prototypes. We continued to collaborate using Chime to present PDF’s and screenshare the various design prototypes. 


Good design inspires good design

After the redesign of, it became apparent that we needed to redesign Chime’s sign-in pages to ensure they were consistent with the new design of

chimelogin.jpgOld app login/register screen

chime-login.gifNew login/register screen


“Design creates culture. Culture shapes values. Values determine the future.” –Robert L. Peters


Stay tuned — what’s next for Chime?

Expect to see more design improvements throughout and Chime itself. There are a ton of new features for Chime in the pipeline, such as dedicated mobile apps.

We also plan to share with you the statistics of this re-design and how we learned from these results.

We would love to hear your feedback. Get in touch with us on Twitter or Linkedin .

Thank you for reading.