COIN

COIN is an investing platform for people looking to make a difference with their money by investing in a personalized mix of companies whose impact is aligned with their values. COIN lets customers invest directly in companies contributing to eight impact areas aligned with the United Nations Sustainable Development Goals (SDG’s).

My role & responsibility

I worked on the user experience and visual design efforts for The COIN platform, and worked cross-functionally with key members of COIN’s team. I was responsible user experience, visual design, branding and design system.

Worked with the team, consisting of:

Co-founder and CEO
Director of Marketing
Product Managers
Developers
Designer
Content Strategists
Legal

Target audience?

First time investors

Stage of Life

Mid 20’s to early 30’s
5-10 years married
Kids at home
401K investing, but not much
Carrying college debt

The Challenge

Build a tool for investors to access customized, transparent products that give people the power to place their values at the center of their investments.

Problems to solve

Customers want to know how their dollars can make an impact
Customers want to invest, but without the complexity of choosing individual investments
Resolve high drop-off rate that occurs before users start investing
The platform needs to look fun and engaging due to the wealth of competitors
Internal designers need a way to build a cohesive, consistent experiences for the platform to feel credible and trustworthy

The Solution

COIN starts with questions to better understand customer values, financial goals and where their dollars can make an impact.
Recommend a balanced portfolio of companies that best align with a customer's values and financial goals, and remove the complexity of making them choose individual investments.
Allow users to try the platform first, make investments decisions and access our recommend portfolio of companies. And once they’re ready to invest, they can complete the registration. This helped build rapport with the platfom.

Performed a UI audit to identify inconsistencies within the platform’s design, and evaluate how its dated interface adversely affected the user experience. Then I redesigned the entire platform and product website with a more fresh, fun and engaging look and feel.
Created a modern, sustainable, and highly customizable design system for COIN’s platform. This significantly helped team members implement, manage, and create cohesive and consistent experiences that made the platform feel credible and trustworthy.