Coinbase, the most popular cryptocurrency company in the world, is known for a world-class in-product experience. However, its logged-out ecosystem, including Coinbase’s marketing website, blog, corporate, and educational experiences were suffering from fragmentation and inefficiencies. My team and I were asked to create a future-facing design system that would solve these issues, and scale with Coinbase’s content and marketing strategies. Starting with an in-depth discovery phase, we held interviews with product managers, engineers, designers and anyone else who touched the logged-out experience on a daily basis. This allowed us to see pain-points across all teams, and plan the system architecture for the perfect balance of freedom and restraint. Using Coinbase’s native design system, CDS, as a base, we created the new logged-out system—CDX. With hundreds of new component patterns, easily customizable page templates, and org frameworks that aligned cross-disciplinary teams, designers and non-designers finally had the tools to create exactly what they needed, while staying true to Coinbase’s visual and content language.

My roles:
• UXR & Discovery
• System Architecture & Strategy
• Visual Design & Art Direction
• User Testing
• Design System Management
• Documentation & Engineering Hand-off