How Stripe Built Their New Website
In a Nutshell
Stripe's Katie Dill details the redesign of their 2020 homepage to reflect evolved products like usage-based billing for AI, stablecoins, and platforms, addressing outdated visuals (e.g., 12-degree bar, gradient wave), narrative sprawl, and enterprise scale via a fresh manifesto with unchanged hero tagline "Financial infrastructure to grow your revenue." Key features include a GDP counter for trust, bento grid with modals for 12+ products, purposeful animations, custom user images, and dynamic integrations, all refined through months of iteration using AI for rapid prototyping and exploration without sacrificing craft. AI raises design floors for speed but demands fighting mediocrity via prototypes, user-testing, QA "walking the store," and principles like MVQP to ensure cohesive, joyful experiences amid broad team contributions.
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Katie Dill, Stripe's head of design, discusses the launch of Stripe's new homepage and how AI is changing the design process.
The original Stripe homepage launched in 2020, six years ago. It stood the test of time well. The redesign was driven by business evolution beyond the old site's story, need to freshen the brand, and reach a broader set of users. Changes included updating words, product shots, and user representations for larger enterprises and growing startups.
The page had grown long with additive sections, losing narrative clarity. Product suite evolved significantly: started with payments, now includes subscriptions, usage-based billing for AI companies, tax and revenue recognition for platforms like Shopify, and money movement for platform businesses. Old site only glimpsed the full offering.
Visuals needed refresh to match business sophistication. Issues with 12 degree bar, colors, overlays, typography, and gradient wave that didn't scale well. Needed new design vision and updated story.
The 2020 site looks modern despite age, testament to Stripe's forward design thinking with ongoing updates.
Old approach: add sections targeting different users, hoping scrollers find theirs. AI now major: 78% of Forbes AI 50 use Stripe for scaling and monetization via usage-based billing for inferences costs.
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