CoinList
Senior Designer / 2023 – Present
I joined CoinList as the second product designer, brought in to improve the user experience across a full-service crypto exchange. I led design on our rewards system, mobile trading app, and onboarding flows. Today I lead design across the entire platform experience as CoinList expands beyond token sales to every onchain asset class.
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Artifacts
Karma
Jan 2024 – Apr 2024
Rebuilt CoinList's rewards and engagement system from the ground up. Focused on redesigning the mechanics of how users earn, advance, and compete on the platform to drive daily active users and convert new users into active participants beyond token sales.
As part of our CoinList Spring 2024 Release video that I storyboarded and created
A user's Karma score, tier standing compared to other earners, and any active claims they have
Events are time limited activities and Achievements are milestones earned by completing specific actions
The full Karma experience on web, with tooltip guidance helping users understand their tier position
Tier card that explains how a user's tier correlates to token sales and invites users to share
Video showcasing the animations for claiming and when a user progresses to the next tier
Designed custom tokens for each tier and created shareable cards to drive organic growth with #tierUP
Question
How do we turn an underperforming rewards program into an engine for daily engagement?
Problem
CoinList had a loyal but narrow and inactive user base. 33% of users only ever interacted with our token sales product, and 94% of users who didn't get into a sale didn't make a single transaction afterward. The original Karma system was designed to drive more consistent user behavior across our entire product suite, but it wasn't designed properly to do so. Activities rewarded one-time actions, allowing engagement to spike around token sales and drop off in between. There was no competitive dynamic, no recurring reason to return, and no urgency to act.
Approach
To tackle low engagement and drive users beyond token sales, we rebuilt Karma from the ground up. We first focused on changing the underlying mechanics that drove behavior. Introduced a tier system that made Karma relative and competitive, added a claiming mechanic so earning required active participation, and built expiry into unclaimed Karma to drive habitual return. From there we created achievements and events tied to specific platform behaviors to connect Karma directly to the products we wanted users to discover. This also allowed the team to activate Karma around specific listings, campaigns, and platform moments to drive targeted user behavior.
Results
Within weeks of launching, the Karma cohort grew to over 35,000 weekly active users, showing a consistent 100%+ increase in weekly engagement compared to the broader user base. Karma cohort users showed steady, normalized activity week over week rather than spiking around token sale events and dropping off. We hit our primary goal of building consistent on-site engagement, shifting how we could approach and retain users as an iterative consumer product rather than an event driven one.
Beyond engagement, Karma proved to be a powerful lever for driving targeted user behavior. A limited time Karma event drove 16x the number of unique buyers and 3x the volume compared to the average of previous listings in the first 72 hours.
Mobile
May 2025 – July 2025
Led the design of CoinList's mobile app end to end. Focused on abstracting the complexities of crypto trading into a simple, fast user experience. Worked closely with trading, engineering and compliance teams to ship the full product for iOS and Android.
Onboarding welcome screen and a user's portfolio of holdings
Simple amount input and one slide to execute, abstracting complexity until the user needs it
Live price data, portfolio balance, and contextual actions based on what a user holds
Video showcasing Cashback in action
Cashback rewards surfaced on a user's portfolio page and integrated directly into the trading experience
An exploration into curated asset lists to improve token discovery
An exploration into limit orders with price targets and conditional execution
Question
How do we turn a desktop first platform into a mobile product users love to reach for every day?
Problem
With 50% of our user base already on mobile and no native app to meet them there, growing daily active users meant going mobile first. Competing exchanges were doubling down on mobile first experiences while we were falling behind. Without a native app, there was no experience worthy of daily use and no way to turn casual visitors into habitual ones.
Approach
To start, the focus was on abstracting the complexity of crypto trading into an experience that felt fast, intuitive, and trustworthy. Crypto trading has real technical constraints, edge cases, and compliance requirements that can't be stripped away. The challenge was finding the right balance between simplicity for the user and the technical accuracy the product demanded. I owned the full design of the app starting with onboarding and KYC to reduce friction from first touch, to the core trading experience. Collaborated simultaneously with iOS and Android engineering teams to ship across both platforms, adjusting designs on the fly where native constraints differed between each. Following launch, we continued expanding the product with cashback, a daily reward for every trade designed to drive habitual use and grow mobile adoption.
Results
Within the first month, combined mobile DAU grew from an average of 1,000 to 1,800 users across iOS and Android. Despite web having 8.5x the daily active users, mobile accounted for roughly 25% of total trading volume, meaning mobile users traded significantly more per person than web users. Average trading volume per mobile user more than doubled, reflecting the quality of engagement the experience drove. Following the cashback launch, 1,400 unique users generated over $800K in mobile trading volume with an average cashback rate of 3.4%. The experience drove real transaction behavior from day one.
Reflection
In hindsight, trading was an expensive bet we couldn't sustainably maintain. We needed a product that could generate consistent revenue outside of token sales, which are inherently tied to market cycles. Trading was the most viable path to get there, but competing in a crowded trading market without the resources of larger exchanges proved difficult. And the feature our core users actually wanted most, participating in token sales from their phone, was technically complex to replicate in a native app given how the product was built. Sometimes the constraints of what you can build and what the business needs pull in a different direction than what your users want most. Navigating that tension is part of the work.
Core Experience
Nov 2025 – Jan 2026
Led the full redesign of CoinList's platform as the company pivoted to become an onchain first business. Owned the end to end product experience working across design and code to ship the new frontend, from onboarding and token sale participation to portfolio and marketing pages.
Redesigned the full marketing site and copy to reflect CoinList's new onchain direction
The home feed for discovering offers and accessing past ones
User's portfolio with balances and values per asset, and a page for onchain distributions
Legacy tokens available for transfer or withdrawal to a user's new embedded wallet
Confirming a token transfer from the old CoinList wallet to the new onchain embedded wallet
Eligibility requirements and identity verification before participating in a token sale
Purchase flow for buying onchain assets
Purchase confirmation with transaction details delivered directly to a user's onchain wallet
Question
How do you redesign an entire platform on a new technical stack while the product is still live?
Problem
CoinList's existing platform was built on aging infrastructure that couldn't support the company's direction to support token sales onchain. A full rebuild from frontend to backend was needed to power an onchain first platform that was leaner and designed to scale beyond token sales to every asset class. The challenge was getting there without disrupting the users still actively depending on the old one.
Approach
I focused on moving fast and with conviction. First designs for the new platform were completed in two weeks, giving the engineering team a clear vision to build toward and iterate from. Worked closely with a frontend engineer to bring the new experience to life, covering onboarding, the token sale participation flow, home feed, portfolio page, and all marketing and deal pages. Beyond design I worked directly in code, reviewing PRs and supporting the frontend to ensure what shipped matched the intent.
One of the most sensitive pieces of the rebuild was the migration, moving existing users to embedded wallets and making it simple and secure for those who needed to withdraw their assets from the old system. This required close collaboration with operations and legal to support our legacy users through a transition into a more complex onchain world. I continue to own and evolve the platform today.
Results
The new CoinList platform launched in January 2026 with Zama, CoinList's first fully onchain non-custodial token sale. Since launch the platform has run high profile sales for Zama, Flying Tulip, and USD.AI, collectively committing over $33M. The rebuild didn't just modernize the platform, it positioned CoinList to operate as a truly onchain company and expand beyond token sales to every asset class.