What the Design function accomplished in 6 months at CoinTracker

Feb - Apr (FQ3 2024)

  • Onboarding at CoinTracker. My first quarter, already well underway.

  • This quarter primarily consisted of executing the existing design roadmap from the exec team.

  • As the new Head of Design, I interviewed 20+ members of the team to understand how Design could better serve the needs of the company: The entire Exec team, Engineers, PMs, EMs, Marketing, Design ICs and CX.

  • May 1 - Jul 31) consisted of laying the groundwork for us to build the foundations of a robust brand. As a classic YC company with Engineering and Product at the helm,

June - August

  • Design and brand strategy

  • Visual Identity

  • Brand Guidelines and Toolkit

September - November

  • Execution mode for design

Crafting Our Brand Identity

Reflecting on my first year as the head of design at CoinTracker, I’m reminded of how pivotal this time has been—not just for me, but for the entire company. As the first dedicated design lead, I had the unique opportunity to shape our brand from the ground up, a challenge I eagerly embraced. It was long overdue, and it was greatly limiting our ability as an org to differentiate from competitors, . That said, it wasn’t easy. As I’ve said to my friends in design, “No one does a brand project to become popular.”

**Establishing Our Brand**

When I joined CoinTracker, the company, despite its impressive growth as a Y Combinator alum, lacked a cohesive brand identity. It was clear that we needed a strong foundation to articulate who we are and what we stand for.

In collaboration with the talented team at Bakken and Baeck, we developed a comprehensive brand strategy that included:

- **Positioning Statement**: This became our north star, guiding all future decisions about our messaging and market presence.

- **Visual Identity**: We crafted a fresh logo, established a vibrant color palette, and created content guidelines that reflect our core values.

This process was not just about aesthetics; it was about ensuring that our brand resonated with our users and represented the essence of CoinTracker. The mission of CoinTracker, “Enable everyone to use crypto with peace of mind” was enhanced

#### **Building a Design Team**

A significant part of my role was to expand our design capabilities. I had the privilege of hiring our first User Researcher and Content Designer, establishing these critical functions within the company. This move was essential for grounding our design decisions in user insights and ensuring our messaging was both clear and engaging.

Additionally, I brought on senior-level product designers who could architect end-to-end user flows with a strong focus on the user experience. This strengthened our team and allowed us to tackle complex design challenges more effectively.

#### **Creating a Scalable Design System**

One of our most significant achievements this year was the creation of CoinTracker’s first comprehensive design system. This system is designed to scale across our consumer product and the newly launched enterprise product, with the flexibility to accommodate future products as well.

Key features include:

- **Self-Service Capabilities**: The design system empowers many of our designers and front-end engineers to 'self-serve,' significantly improving efficiency and workflow.

- **Dark and Light Mode**: We implemented fully functional dark and light modes for all components, allowing seamless toggling without UI bugs, enhancing the user experience across platforms.

- **Consistency in Craft**: This design system fosters a high level of consistency in our craft, ensuring a cohesive user experience across all CoinTracker platforms.

#### **Navigating Company Culture Challenges**

When I arrived at CoinTracker, there had never been a Design Lead or significant senior design leadership. As a result, design had not traditionally had a seat at the table for quarterly planning or representation at the executive level. This cultural landscape created some friction in securing approval to allocate resources necessary for building at a high craft bar.

Despite these challenges, I believe we’ve managed to assemble a team of exceptional talent. Hiring in an early-stage startup is always tough, but we focused on attracting high-caliber individuals who share our vision and commitment to design excellence.

#### **Design Philosophy**

My design philosophy has been shaped by my experiences at both early-stage startups and larger, post-IPO companies. In 2024, I accepted the role of Head of Design at CoinTracker after stints at both Coinbase and Instagram.

- **Coinbase** is a crypto company deeply admired for its execution and ability to lead the industry with design and product craftsmanship while keeping user needs front and center.

- **Instagram** is a leader in the social media space, known for its design-led ethos and methodology in creating exceptional products.

Both companies exemplify strong collaboration among product, engineering, and design—elements that I believe are essential for delivering outstanding consumer experiences. My philosophy asserts that effective collaboration across these three disciplines leads to better products; a weakness in any one of these 'legs' creates additional burden for the others.

In terms of running a design organization, my leadership style is open and collaborative. I value input from all team members and encourage a culture where creativity can flourish.

#### **Team Collaboration**

Working alongside a talented team made this journey all the more rewarding. We fostered a culture of open dialogue and shared creativity, which led to innovative solutions and a unified vision for CoinTracker's future. Mentoring junior designers and collaborating with cross-functional teams enriched my experience and contributed to our collective success.

#### **User Impact**

The response from our community has been overwhelmingly positive. With our new brand identity and robust design system, we’ve not only elevated our visual presence but also strengthened our relationship with users. The clarity of our messaging and the warmth of our design have fostered trust and engagement, essential components for our growth.

#### **Personal Growth**

This year has been transformative for me as a designer and a leader. I’ve honed my ability to navigate complex challenges and advocate for user needs. It’s a constant reminder that design is not just about creating—it’s about connecting with people.

#### **Looking Ahead**

As I reflect on this journey, I’m excited about what’s next for CoinTracker. Our brand and design system are just the beginning. I’m eager to continue exploring innovative ways to enhance user experiences and deepen our impact in the cryptocurrency space.

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