Nov 2025 - May 2026

Supercharge Coinbase with Coinbase One membership

Overview
Drove direct revenue and increased CB1 subscribers through increased CB1 visibility and asset inflow campaigns like Salary Match. Retained and generated indirect revenue by launching new benefits for Prediction Markets, a partner crypto-backed Mortgage benefit and improving systemic touchpoint alignment.
My role
Led end-to-end design and strategy
Drove alignment across 2–3 Xfn teams per project
Drove new team collaboration process
Led detailed visual and motion direction in partnership with the creative studio
Team
Design lead (me), 1 Design director
3 IC PMs and 1 Product director
19+ IC engineers
The prompt
Coinbase One aspires to become the everyday membership that brings outsized value for every step of our users’ entire financial journey. However, currently most users only treated CB1 as a fee discount program which made the program heavily dependent on market performance. How might break such notion and achieve our mission?
Track 1 | Grow the pie 01
Coinbase one home-pill entry
To address Coinbase One’s top member pain points—low visibility and a weak perception of value post-signup—this project introduces a prominent Home screen anchor to cement ongoing awareness, prove value, and reduce trial friction.
Results
New member sign-up +4%
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Landed impact
Proven power to drive up sign-ups
ML-driven delivery
Dynamic message for each cohort
Track 1 | Grow the pie 02
Salary match
To drive growth in Asset on Platform (AOP), I designed the salary-saving bonus campaign to accelerate adoption of our newly launched direct deposit feature. This initiative drives immediate asset inflows while laying the groundworks for future seasonal high-volume campaigns, like tax refund bonuses.
Results
Upcoming launches at July, 2026
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Track 2 | Enrich the ecosystem
A portfolio of high-value new benefits
The Challenge:
Over half of Coinbase One members only use the zero-trading-fee benefit, limiting its perception to a basic discount program.
The Solutions:
I designed new premium ecosystems for Prediction Markets and Onchain Lending, and introduced the platform's first crypto-backed mortgage in partnership with Better.
Results
Upcoming launches at July, 2026
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