Coinbase

As new users entered the space, they needed help understanding what crypto could do for them. The Pay tab became the home for everyday transactions and new use cases.

The IA itself became part of how the product explained its value.

When people struggle with their traditional banks, Crypto Payroll lets workers take a first step into economic freedom by getting paid in up to five cryptocurrencies.

A calmer setup flow helped a new behavior feel more plausible.

As more people discover crypto, they are still figuring out what to do with it. Crypto Gifting turned peer-to-peer gifting into a more legible everyday use case.

Approachability opened the door to a less intimidating use case.

When users want to cash out directly to their bank, they cannot always do so easily. Instant Sell simplified the path from crypto to cash.

A simpler off-ramp made the product feel more usable in the real world.