Project Overview

Refine & Define partnered with ChroME to design and build a strategic, conversion-focused website to support the launch of a new digital product. The brief was to create a clear, professional platform that communicated value quickly, guided users through a complex proposition, and laid strong foundations for future growth.

The project required more than a visual refresh — it demanded a site that could support education, credibility, and commercial outcomes from day one.

The Challenge

ChroME’s offering was innovative and multifaceted, combining strategic insight, structured thinking, and practical application. The challenge was to:

• Translate a complex product into a clear, accessible digital experience

• Establish trust and authority with a professional audience

• Design a website that could support future product iterations

• Balance clarity with depth without overwhelming users

• Build a scalable structure aligned to long-term growth rather than a short-term launch

The Approach

Refine & Define led the project end-to-end, starting with strategic positioning and working through to detailed execution.

Key areas of focus included:

• Product & Messaging Strategy

  Clarifying ChroME’s core value proposition and structuring messaging around user needs, outcomes, and use cases.

• Website Structure & User Experience

  Designing a logical site architecture that guided users from awareness through understanding and action, with clear entry points and intuitive navigation.

• Conversion-Focused Design

  Applying UX best practices to optimise flow, reduce friction, and support engagement — including CTA placement, page hierarchy, and content prioritisation.

• Content Planning & Page Frameworks

  Creating structured page layouts that balanced education with persuasion, ensuring the product was easy to understand without oversimplifying its value.

• Scalable Build

  Ensuring the website was flexible and future-proof, allowing ChroME to expand content, features, and offerings without needing a full rebuild.

The Outcome

The finished website delivered a clean, confident, and strategic digital presence that clearly communicated ChroME’s proposition and supported its go-to-market plans.

Key results included:

• A clear, professional website aligned to ChroME’s positioning

• Improved clarity of product messaging across all core pages

• A user journey designed to educate, build trust, and convert

• A scalable platform ready to support future growth and iteration

The Value Delivered

This project demonstrates Refine & Define’s ability to go beyond design execution and operate as a strategic partner, helping clients shape not just how their website looks — but how it works for the business.

By combining strategy, UX, and commercial thinking, Refine & Define helped ChroME launch with confidence and clarity.