Coinbase

Coinbase, the world’s most popular cryptocurrency company, is known for its world-class in-product experience, but its logged-out ecosystem—including marketing site, blog, corporate, and educational experiences—was fragmented and inefficient. I was brought in to lead a cross-functional effort to unify this experience and create a design system that could scale with Coinbase’s content and marketing strategies. The new system would align product managers, engineers, designers, and stakeholders around an architecture balancing creative freedom with consistency. Building on Coinbase’s native design system, CDS, I guided the creation of CDX—a logged-out system with hundreds of components, customizable templates, and frameworks that empowered designers and non-designers to work independently. I also pushed pixels myself, ensuring the system met the high standards I set for the teams while delivering high-quality experiences at scale.