Coinbase Learn
Transforming static content into an engaging learning journey
Category;
Fintech/Education
Role;
Product Designer
Deliverables;
Website, Mobile App
Overview
As a Product Design Intern on the Growth team at Coinbase, I was tasked with revamping Coinbase Learn (coinbase.com). Seeing that the logged-out app experience hadn’t been updated in a long time, I expanded the scope of my project to design an interactive learning experience tailored for logged-out users.
My goal was to help users go from curious to confident investors by transforming a static surface into a dynamic, engaging, and habit-forming entry point for crypto education and longer platform engagement.
Impact
As a result of project, I established a new repository of ideas for future educational experiences on Coinbase.com and app, transforming the logged-out state into a value-driving touchpoint for user acquisition and engagement.
HOW MIGHT WE
Meet people where they are—curious, cautious, overwhelmed ?
The problem
Users are not coming to Coinbase.com to learn.
Users were finding answers in the wild—Reddit threads, Google searches, strangers on X.
USER INTERVIEWS
Key insights from an oncologist and 5 patients in Thailand.
After learning the prevalence of breast cancer, I reached out to an oncologist and five patients in Thailand who were willing to share more details about their experience with the drains post their surgery. These interviews consisted of 30-minute Zoom and phone calls, where I listened to their stories and guided the discussions to focus on their struggle with the drain log.
Key insights and the most resonating quotes included the following:
The problem
Users are not coming to Coinbase.com to learn.
Users were finding answers in the wild—Reddit threads, Google searches, strangers on X.
<1%
Of 4.6M users who visit Coinbase.com visit the Learn section.
CURRENT EXPERIENCE
Content are loosely categorized.
Content are loosely categorized.It's difficult to choose what to read first.
It's difficult for those who are new to crypto to choose what to read first.
It's difficult for those who are new to crypto to choose what to read first.
<1%
Of 4.6M users who visit Coinbase.com visit the Learn section.
User Research
By digging into previous research and conducting user interviews, I discovered that the problem wasn't a lack of information and content, but rather the lack of clear structure and guidance.
Key insights and the most resonating quotes included the following:
Anxiety and Uncertainty 🤕
“I don't get the what, why, and how they fit together."
Needs guidance 🤝
“ Crypto is volatile and I'm not confident in the macros."
User Research
By digging into previous research and conducting user interviews, I discovered that the problem wasn't a lack of information and content, but rather the lack of clear structure and guidance.Key insights and the most resonating quotes included the following:
Solution
Reorganizing existing content based on the user's intent
User goals → Go from being crypto curiosity to investing confidently.
Product goals → Guide users from curiosity to action by meeting them at each stage of their journey — building trust, reducing friction, and increasing readiness to invest on Coinbase.
NEW EXPERIENCE
I restructured the Learn section based on user insights, grouping content into goal-oriented categories that answered the common questions before investing in crypto, as these categories help users self-identify their stage and find relevant content faster:
Understand Crypto – What is crypto and how does it work?
Get Set Up to Buy – How do I create an account and fund it?
Choose an Asset – What should I invest in?
Trade & Earn – How do I buy, sell, and earn rewards?
NEW EXPERIENCE
Expanding the scope of the project . . .
The Logged Out App presents an opportunity to educate and convert new users.
The logged-out app currently serves as a static price-checking tool, offering limited value beyond what competing platforms provide. It was a missed opportunity. What if we could turn it into a place to build trust, reduce friction, and help people move from “maybe” to “I’m ready.”
GUIDED LEARNING PATH
To make the learning feel like a progress, I introduced tiered learning paths (Beginner, Intermediate, and Advanced). Upon completion, users could take a quiz to earn an NFT certificate, which required them to sign up to claim—seamlessly driving new user conversions.
INTERACTIVE SIMULATION
Learn by doing.
In addition to a structured learning path, users can learn how to Send, Receive, and Transfer crypto through an interactive simulation. This will help new users gain confidence with irreversible crypto processes in a risk-free environment.
Design Challenge
Balancing clarity, simplicity, and consistency.
One of the key challenges was designing the simulation instructions, as they varied in length, depending on the task at hand.
DISPLAYING SIMULATION INSTRUCTIONS
I explored a range of layout options to strike the right balance in presenting instructions.
The goal was to ensure they were:
Clear — enough for beginners to follow
Concise — to avoid overwhelming the user
Consistent — with Coinbase’s design language and patterns
HOW MIGHT WE
Meet people where they are—curious, cautious, overwhelmed ?
Key learnings
Be opinionated 🗣️
My influence as a designer extends beyond the look and feel of a product. Don’t be shy to advocate for the product’s direction and what truly matters.
Take feedback with a grain of salt 🧂
Feedback is valuable, but not all of it aligns with your goals. Stay focused on your objectives and don’t let every piece of input steer you from your goals.
Embrace ambiguity 🌀
In big companies, clear direction isn’t always provided. This uncertainty can be an opportunity—take initiative, expand your role, and drive meaningful changes.
Prioritize outcome over outputs 🔎
Focus on delivering value where it makes the most impact.
My influence as a designer extends beyond the look and feel of a product. Don’t be shy to advocate for the product’s direction and what truly matters.
Drain
A mobile application for breast cancer patients to log and care for their drain.
Drain
A mobile application for breast cancer patients to log and care for their drain.
Impact
As a result of project, I established a new repository of ideas for future educational experiences on Coinbase.com and app, transforming the logged-out state into a value-driving touchpoint for user acquisition and engagement.
The problem
Users are not coming to Coinbase.com to learn.
Users were finding answers in the wild—Reddit threads, Google searches, strangers on X.
USER INTERVIEWS
Key insights from an oncologist and 5 patients in Thailand.
After learning the prevalence of breast cancer, I reached out to an oncologist and five patients in Thailand who were willing to share more details about their experience with the drains post their surgery. These interviews consisted of 30-minute Zoom and phone calls, where I listened to their stories and guided the discussions to focus on their struggle with the drain log.
Key insights and the most resonating quotes included the following:
USER INTERVIEWS
Key insights from an oncologist and 5 patients in Thailand.
After learning the prevalence of breast cancer, I reached out to an oncologist and five patients in Thailand who were willing to share more details about their experience with the drains post their surgery. These interviews consisted of 30-minute Zoom and phone calls, where I listened to their stories and guided the discussions to focus on their struggle with the drain log.
Key insights and the most resonating quotes included the following:
User Research
By digging into previous research and conducting user interviews, I discovered that the problem wasn't a lack of information and content, but rather the lack of clear structure and guidance.
Key insights and the most resonating quotes included the following:
Key Learnings
Be opinionated 🗣️
My influence as a designer extends beyond the look and feel of a product. Don’t be shy to advocate for the product’s direction and what truly matters.
Take feedback with a grain of salt 🧂
Feedback is valuable, but not all of it aligns with your goals. Stay focused on your objectives and don’t let every piece of input steer you from your goals.
Embrace ambiguity 🌀
In big companies, clear direction isn’t always provided. This uncertainty can be an opportunity—take initiative, expand your role, and drive meaningful changes.
Prioritize outcome over outputs 🔎
Focus on delivering value where it makes the most impact.
Design Challenge
Balancing clarity, simplicity, and consistency.
One of the key challenges was designing the simulation instructions, as they varied in length, depending on the task at hand.
Solution
Reorganizing existing content based on the user's intent
User goals → Go from being crypto curiosity to investing confidently.
Product goals → Guide users from curiosity to action by meeting them at each stage of their journey — building trust, reducing friction, and increasing readiness to invest on Coinbase.
Overview
As a Product Design Intern on the Growth team at Coinbase, I was tasked with revamping Coinbase Learn (coinbase.com). Seeing that the logged-out app experience hadn’t been updated in a long time, I expanded the scope of my project to design an interactive learning experience tailored for logged-out users.
My goal was to help users go from curious to confident investors by transforming a static surface into a dynamic, engaging, and habit-forming entry point for crypto education and longer platform engagement.
Anxiety and Uncertainty 🤕
“I don't get the what, why, and how they fit together."
Needs guidance 🤝
“ Crypto is volatile and I'm not confident in the macros."
CURRENT EXPERIENCE
Content are loosely categorized.It's difficult to choose what to read first.
It's difficult for those who are new to crypto to choose what to read first.
<1%
Of 4.6M users who visit Coinbase.com visit the Learn section.
Category;
Fintech/
Education
Role;
Product Designer
Deliverables;
Website, Mobile App
GUIDED LEARNING PATH
Concise and relevant.
To make the learning journey clearer and more engaging, I introduced tiered learning paths (Beginner, Intermediate, and Advanced). Upon completion, users could take a quiz to earn an NFT certificate, which required them to sign up to claim—seamlessly driving new user conversions.
NEW EXPERIENCE
I restructured the Learn section based on user insights, grouping content into goal-oriented categories that answered the common questions before investing in crypto, as these categories help users self-identify their stage and find relevant content faster:
Understand Crypto – What is crypto and how does it work?
Get Set Up to Buy – How do I create an account and fund it?
Choose an Asset – What should I invest in?
Trade & Earn – How do I buy, sell, and earn rewards?
DISPLAYING SIMULATION INSTRUCTIONS
I explored a range of layout options to strike the right balance in presenting instructions.
The goal was to ensure they were:
Clear — enough for beginners to follow
Concise — to avoid overwhelming the user
Consistent — with Coinbase’s design language and patterns
INTERACTIVE SIMULATION
Learn by doing.
In addition to a structured learning path, users can learn how to Send, Receive, and Transfer crypto through an interactive simulation. This will help new users gain confidence with irreversible crypto processes in a risk-free environment.
Key Learnings
Be opinionated 🗣️
My influence as a designer extends beyond the look and feel of a product. Don’t be shy to advocate for the product’s direction and what truly matters.
Take feedback with a grain of salt 🧂
Feedback is valuable, but not all of it aligns with your goals. Stay focused on your objectives and don’t let every piece of input steer you from your goals.
Embrace ambiguity 🌀
In big companies, clear direction isn’t always provided. This uncertainty can be an opportunity—take initiative, expand your role, and drive meaningful changes.
Prioritize outcome over outputs 🔎
Focus on delivering value where it makes the most impact.
Solution
Reorganizing existing content based on the user's intent
User goals → Go from being crypto curiosity to investing confidently.
Product goals → Guide users from curiosity to action by meeting them at each stage of their journey — building trust, reducing friction, and increasing readiness to invest on Coinbase.
Expanding the scope of the project . . .
The Logged Out App presents an opportunity to educate and convert new users.
The logged-out app currently serves as a static price-checking tool, offering limited value beyond what competing platforms provide. It was a missed opportunity. What if we could turn it into a place to build trust, reduce friction, and help people move from “maybe” to “I’m ready.”
Overview
As a Product Design Intern on the Growth team at Coinbase, I was tasked with revamping Coinbase Learn (coinbase.com). Seeing that the logged-out app experience hadn’t been updated in a long time, I expanded the scope of my project to design an interactive learning experience tailored for logged-out users.
My goal was to help users go from curious to confident investors by transforming a static surface into a dynamic, engaging, and habit-forming entry point for crypto education and longer platform engagement.
Impact
As a result of project, I established a new repository of ideas for future educational experiences on Coinbase.com and app, transforming the logged-out state into a value-driving touchpoint for user acquisition and engagement.
Expanding the scope of the project . . .
The Logged Out App presents an opportunity to educate and convert new users.
The logged-out app currently serves as a static price-checking tool, offering limited value beyond what competing platforms provide. It was a missed opportunity. What if we could turn it into a place to build trust, reduce friction, and help people move from “maybe” to “I’m ready.”
Coinbase Learn
Transforming static
content into an engaging learning journey