The Problem

• The existing website felt outdated and inconsistent with CoinFlip’s current product offerings.

• Users had difficulty understanding the differences between CoinFlip’s services (ATMs, Wallet, Preferred OTC).

• The site lacked clarity in CTAs, making lead generation challenging.

• Visual and UX inconsistencies made it harder for developers to scale and maintain the site efficiently.

My Role

I own the end-to-end design process, collaborating with internal stakeholders, developers, legal, compliance and the marketing team to deliver a responsive and conversion-optimized experience. Key responsibilities included:

• Leading discovery workshops to align on goals and pain points

• Conducting competitive analysis and usability reviews

• Designing high-fidelity wireframes and prototypes in Figma

• Establishing a scalable design system

• Creating annotated files and dev-handoff documentation

Research & Discovery

I conducted stakeholder interviews, internal audits, and competitive research to inform the redesign direction. Key insights:

• Customers often didn’t realize CoinFlip offered more than ATMs.

• The brand lacked a cohesive digital identity across touchpoints.

• A large percentage of site traffic came from mobile—yet the previous experience was not optimized responsively.

Design Process

Visual System: Built a component-based design system in Figma including typography and color guidelines, which is now used across new CoinFlip initiatives.

Designs: I created responsive designs for core pages to be included in the initial redesign launch—Home, ATMs, CoinFlip Preferred and Wallet—prioritizing scannability and clear CTAs.

Dev Handoff: Delivered fully annotated files and prototypes and am now working closely with developers to ensure pixel-perfect implementation.

Final Designs (Coming Soon)

The new site is currently in development. Here's a preview of the redesign:

Reflection

This project challenged me to think holistically—not just about visual design but also messaging, hierarchy, and conversion strategy. Being the only designer meant owning every decision, from early research to final handoff. I’m proud of how the new design positions CoinFlip as a mature, forward-thinking player in the crypto space, and I’m excited to see how it performs once live.