Driving Growth on Coinbase One
Product Designer II • 2022 - 2023 • New York City, NY
I spearheaded design initiatives across Growth and Coinbase One teams, creating new onboarding, retail, and core interfaces that contributed to reaching 250,000 active subscribers.
Background
At Coinbase, I worked on new wallet payment experiences, shipped onboarding improvements, and launched external partnership benefits on our consumer app. I also defined blue-sky visions for member engagement, personalization, and platform value within the Coinbase One ecosystem and shipped funnel experiments to drive new user adoption for our monthly subscription.
Context
The goal of our Coinbase One team was to unify the cryptoeconomy into a single package of compelling value props for all user types. The main objective of our design sprint was to create a vision for CB1—focusing on engagement, value, and delight (since our team at the time did not have a North Star to look to other than Amazon Prime) and thus would help inform planning and decision-making.
The first week would be spent exploring and ideating on our vision and aspirations for the Coinbase One program and the second week would be spent creating summary artifacts that outline our vision which we could review with our Design Lead. After the recharge period in the subsequent quarter, we wanted to align with PED partners on how we could move towards our vision.
The first week would be spent exploring and ideating on our vision and aspirations for the Coinbase One program and the second week would be spent creating summary artifacts that outline our vision which we could review with our Design Lead. After the recharge period in the subsequent quarter, we wanted to align with PED partners on how we could move towards our vision.
Sprint Focus Areas
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Our non-goals were to avoid adding new value props such as defining new benefits that require significant XFN alignment that might put the sprint at risk of being unrealistic or un-useful. We also wanted to avoid overly tactical updates which included copy updates, adding buttons, or any small improvements that could be seen as a micro-iteration.
User Research & Insights
Our user researcher had generated a 46-page audience research report on our user demographics, personas, and their core perspectives and motivations on Coinbase One. It was broken down into a user evaluation, positioning preferences, active subscriber profiles, churned subscriber profiles, non-subscriber profiles (those interested in starting subscriptions), and lastly their backgrounds and objectives.
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Sprint Breakdown
Day 1: Our senior designer and I conducted a workshop with broader team to accrue a large collection of ideas and synthesize takeaways and key learnings.
Days 2-5: I had daily focus time (no meeting blocks) to jam out directions in Figma and late afternoon sync to align on ideas, progress, and direction.
Days 2-5: I had daily focus time (no meeting blocks) to jam out directions in Figma and late afternoon sync to align on ideas, progress, and direction.
"How Might We" Questions:
For each HMW question, we brainstormed as many ideas as we could in a 2-minute period. We gave each idea it’s own sticky note and placed it under the respective header and at the end, we discussed & aligned on a few favorites.
Member Engagement: HMW make CB1 feel like a membership (and not a subscription)? HMW make membership feel special? HMW help CB1 members become our product champions?
Delight and Personalization: HMW give CB1 members a personal, visual indication of their member status in the retail app? HMW enable members to express themselves, and configure the retail app to meet their needs? How might we imbue the CB1 user experience with some novelty and playfulness?
Value Surfaces: HMW help users derive maximum value from their membership? HMW remind members of the past benefit they’ve derived from the membership?
For each HMW question, we brainstormed as many ideas as we could in a 2-minute period. We gave each idea it’s own sticky note and placed it under the respective header and at the end, we discussed & aligned on a few favorites.
Member Engagement: HMW make CB1 feel like a membership (and not a subscription)? HMW make membership feel special? HMW help CB1 members become our product champions?
Delight and Personalization: HMW give CB1 members a personal, visual indication of their member status in the retail app? HMW enable members to express themselves, and configure the retail app to meet their needs? How might we imbue the CB1 user experience with some novelty and playfulness?
Value Surfaces: HMW help users derive maximum value from their membership? HMW remind members of the past benefit they’ve derived from the membership?
Brand Inspiration
Coinbase One Design Principles
Valuable: Members see the offering as a no-brainer.
Exciting: Members are more enthusiastic.
Accessible: Membership feels attainable and welcoming.
Empowering: Members are more confident in actions.
Personalized: Members are more in control of their experience.
Valuable: Members see the offering as a no-brainer.
Exciting: Members are more enthusiastic.
Accessible: Membership feels attainable and welcoming.
Empowering: Members are more confident in actions.
Personalized: Members are more in control of their experience.
Proposed Coinbase One Brand Principles
Approachable: Coinbase One is for anyone who wishes to take up the mantle and jump in.
Exciting: Members are more enthusiastic.
Empowering: Coinbase One inspires confidence—it is the rocket fuel in a spaceship to the moon.
Aspirational: Coinbase One is a community of trailblazing pioneers who are seizing the moment together.
Approachable: Coinbase One is for anyone who wishes to take up the mantle and jump in.
Exciting: Members are more enthusiastic.
Empowering: Coinbase One inspires confidence—it is the rocket fuel in a spaceship to the moon.
Aspirational: Coinbase One is a community of trailblazing pioneers who are seizing the moment together.
Final Designs
Since work was divided by our senior designer, brand/visual designer, and I, we compartmentalized the components of the project into three main categories: onboarding, core consumer, and retail surfaces. I was responsible for the onboarding experience, our Senior Product Designer was responsible for retail surfaces, and we combined our ideas together to make up the core consumer designs.
Onboarding Experience
Please contact me directly to view my final designs for Coinbase One.
Onboarding Experience
Please contact me directly to view my final designs for Coinbase One.
Following the sprint, our team
• Shared and aligned with relevant leadership stakeholders
• Refreshed the CB1 brand and visual language
• Redesigned subscription management to focus on value
• Discussed and identified key concepts to pursue for 2023 roadmap with core CB1 XFN team
• Identified North Star bets for 2023 with our Q1 goal of reaching 250,000 subscribers
• Refreshed the CB1 brand and visual language
• Redesigned subscription management to focus on value
• Discussed and identified key concepts to pursue for 2023 roadmap with core CB1 XFN team
• Identified North Star bets for 2023 with our Q1 goal of reaching 250,000 subscribers
In addition to this project, I've also helped lead new features such as "Annual Plan," "Pay with Wallet," "Messari Pro Partnership," and "Coinbase One Airdrops."
Those features allowed Coinbase One users to select between multiple payment plan options on Coinbase, introducing backup payment methods with select crypto wallets (BTC, ETH, USDC, USDT) to unlock international user audiences (and reduce payment failure from ACH reversal and insufficient funds), and funnel experiments to optimize for higher free-trial signups from past quarter former features.
Here are snapshots of those final designs:
Here are snapshots of those final designs:
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