Coinbase

Coinbase is the largest cryptocurrency exchange in the world, with over 100 million daily users, yet most users were only trading one or two assets. I led a design effort to address this gap with a clear mandate: help novice users confidently discover, track, and trade more assets. Through discovery, I aligned product, design, and engineering around a key insight—new users lacked context and guidance on what to watch and why. I helped set direction and guided multiple rounds of design and testing to create intuitive experiences that surfaced new and trending assets, enabled users to build watchlists with machine-learning support, and stay informed through smart notifications and social sharing. We also explored future-state concepts like subscribing to professional traders’ watchlists.