Role: Product Design Intern
Timeline: Summer 2021
Tools: Figma, UserTesting.com
In the summer of 2021, I was working as a Product Design Intern at Coinbase on the Growth team under the Activiation pillar. Our mission was to get users to that "aha" phase as soon as possible and start transacting.
My work focused on how to educate new users about the benefits and case for cryptocurrency in order to dispel any fears or hesitation they had.
In Q1, we interviewed approximately 1000 users who had not transacted within their first seven days of signing up for Coinbase to find out what contributed to their hesitation. We saw that first time transaction hesitance is mostly driven by a mixture of a lack of education & guidance.
Thus, it was clear that new users lack the baseline knowledge and confidence that they need to start investing.
We had a plethora of educational content on Coinbase but we just did not present it well enough to new users. The solution was to curate our existing content into a digestible format so new users can confidently set sail.
From a user perspective, I wanted to take users on an educational journey and leave them with a feeling of confidence and deeper curiosity in crypto
From a product perspective, I wanted this project increase conversion of new users to buying users by making Coinbase the place for new users to learn about crypto and apply those learnings
I started off by analzying how some of our competitors approached the topic of education. Venmo's team had executed it well by including lessons that outlined the bare basics of what new users would need to start investing. Furthermore, their content was in short digestible videos.
I began by auditing all 47 pieces of content across “Crypto Basics” and “Tips and Tutorials” from Coinbase Learn. From there, I identified ~15 articles/videos that are helpful for novice and intermediate users based on their needs. Finally, I grouped these articles into 3-4 logical categories.
We did several rounds of testing with the content groupings to see if we included all the neccessary learning material and whether the canonical journey made sense to new users. Ultimately, we landed on the following categories based off feedback from UXR.
Based off the product goals, the final product was going to be a low investment V1 that would rely on existing patterns and flows. Thus, I wanted to retain as much of the Unified App Architecture as possible and reduce any net new dependencies. If we saw good engagement, the plan was to have a fast follow-up of a more refined and native mobile experience.
The entry point is a single card that leads the users into a dedicated space for users to get a structured journey through crypto without being distracted by unrelated content on the rest of the "For You" page. Additionally, the seperate page opens up the door to scale and build out future guides and a curated content library of personalized lessons.
Below are the previous explorations for the entry point design. The far left design explored using a different card component. The middle screen explored removing the drill down 'Educational guides' page and having a carousel card design that takes users directly into the lesson page. The far right design explored placing the entry point on the assets/home page.
Each lesson page details the articles contained within it along with a unique illustration pulled from Contentful. Each lesson has a subheader to distinguish the type of content it is. The lessons also have a natural progression of articles to ensure users have a canonical journey while giving them the freedom to pick and consume content they are interested in.
Below are the previous explorations for the lesson page design. The far left design explored a more illustrative style. The middle screen explored having a progress bar and progression indicators for each lessons. The far right design explored introducing hierarchy via a numbered list.
Although most of the content will be presented via webviews. The idea was to leverage native content when possible i.e. “When is the best time to invest” tutorial that upsells new users to create weekly buys. For our users and our business, we want new users to seamlessly transition from learning to applying that knowledge and converting to transacting users.
Looking beyond the V1, I designed my vision of what a follow-up would be if we saw successful metrics from the experiment. I envisioned porting the Coinbase Learn web content into a native mobile experience. This would allow us to include additional progress indicators to positively reinforce learning. Furthermore, native content opens up the door to add more action-oriented content to funnel users from learning to investing.
Designing on growth has been an eye-opening experience. My biggest takeaway was how design fits into the larger product vision and what my responsibility as a designer is in that context. The summer taught me a ton about actually solving the root problem rather than getting caught up in the granular design details.
Additionally, being on such a fast-paced team, I learned the importance of fast experimentation and being able to appropriately scope projects.