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Coinbase Reimagining crypto trading

A simpler, faster way for first-time investors to buy crypto.

I reimagined buy, sell, and convert in the Coinbase app, leading a trading experience that helps beginners start their crypto journey with confidence.

Prototype of the new Coinbase buy flow

Timeline

Jul – Sep 2023

Team

Designer, researcher, PM, engineers

Role

Research, IA, UX/UI, prototyping, testing

Impact

Tested to boost adoption, shorten time to value, and drive cross-selling.

↓90%

Less frustration for crypto beginners making trading decisions

↑85%

Higher place-order rate, building confidence for crypto forwards

↑36%

Higher conversion by the end of the test experience

Want the details?

Review the full case study ↗→

The problem

10% of users dropped off on the trade preview screen.

The current experience: a receipt-style review page with fees and redundant details that made users hesitate.

Exploration

Two treatments for a calmer trade preview.

Treatment 1: put the preview screen in a tray
Treatment 2: the preview screen stays full-screen

My time at Coinbase

Two major projects in crypto and Web3.

In 2023 I designed at Coinbase in Seattle, diving deep into crypto trading and growing my craft as a Product Designer.

Beyond trading, I led a payment method selector that made payments more transparent, raised transaction success rates, and contributed components to the design system.

Both projects sharpened how I communicate, drive initiatives, and build relationships across the team.

Team & NFTs

Offsite souvenirs, minted as NFTs.

To make our SF offsite more engaging, Ben and I designed souvenirs as NFTs, a memorable moment for the 100+ Coinbase employees who received their own.

I'm grateful for the encouragement and support of the talented peers I worked, learned, and grew with.

More is under NDA.

I can't share more publicly, but I'm happy to walk you through it.

Let's talk

Email me for a presentation→