Rebuilding BitGo.com
Client:
BitGo
Web Design
Design Systems · Creative Direction
01 · Then and now
When I joined BitGo, the website still reflected an older version of the company and the brand.
Over the next four years, I redesigned BitGo.com around the new identity, eventually touching more than 60 pages across the site.
It was never one big redesign that stayed finished. The company kept changing. New products launched, new audiences showed up, the brand evolved and the website had to keep moving with all of it.
What changed most was not just how the site looked. It was how we built it.
The site in 2022, and the site today
02 · Building the system
The more pages we made, the less sense it made to design every page from scratch.
I started breaking the site into a system of reusable pieces. Hero structures, content sections, feature layouts, cards, stats, product modules, CTAs and the smaller patterns that show up everywhere.
The goal was not to make every page look the same.
It was to give us a strong starting point so we could spend more time on the parts of each page that actually needed to be different.
Typography, spacing, color, motion and product graphics all came from the same system.
That gave the site consistency without turning it into a template.
Drop: the component library
03 · One site, a lot of pages
BitGo.com has grown into a pretty large site.
Product pages, institutional offerings, trading, security, wallets, infrastructure, resources, campaign landing pages and everything in between.
The system had to stretch across all of it.
Some pages are dense and technical. Others are much more visual. Some need to explain a complicated product. Others need to land one idea quickly.
The challenge was making all of those pages feel like the same brand without forcing them into the same layout.
Drop: a dense product page
Drop: a visual campaign page
04 · Product storytelling
A big part of the web work became figuring out how to show the product better.
BitGo is a complex platform, and a screenshot on its own usually does not tell much of a story.
I built product graphics, animated demos and interactive sections that make the UI easier to understand while still feeling like part of the brand.
That work eventually connected back into the AI and creative systems I was building elsewhere, especially when we needed to restyle product screens or create new web graphics quickly.
The website became one of the main places where brand, product and motion all had to work together.
Drop: a product graphic or animated demo
05 · Making pages faster
Once enough of the site was systemized, I started looking at another problem.
Building a new landing page was still more manual than it needed to be.
Most of the time, I already knew which components made sense. The content was approved. The design rules were established. I was still spending time assembling the same structures again and again.
So I started building a more modular workflow around it.
Using the component system, structured content and AI, I can now get to a first version of a page much faster.
The system helps choose and assemble the right building blocks. I take it from there.
It does not design the page for me. It gets me past the part I have already solved before.
06 · From content to page
INPUT
Approved content
Page goal
Product information
Existing brand system
SYSTEM
Matches content to existing components
Builds the page structure
Uses the current type and spacing system
Keeps everything inside the BitGo web language
DESIGNER
Refines the hierarchy
Adjusts the composition
Adds motion and product storytelling
Makes the final calls
OUTPUT
A working page built from the same system as the rest of BitGo.com
07 · The website today
Four years later, BitGo.com looks very different from the site I started with.
But the bigger change is underneath it.
We now have a web system that can keep growing with the company, instead of having to rethink the site every time something new launches.
And as the tools get better, more of the repetitive setup can happen before I ever start designing.
The system gives me the structure.
I still decide what the page needs to be.
Credits
Creative direction and web design: Tarun Dhiman
Design system: Tarun Dhiman
Design team: credited with permission
