Advanced Trade

Overview

In 2024, I transitioned to lead design for Coinbase Advanced, Coinbase's platform for intermediate to professional traders. With a team of designers, I set the vision for trading UX, led growth improvements at the top of funnel, and shipped features for high-value traders across spot and derivatives.

Vision Sprint

To compete in international and derivatives markets, we needed more than incremental improvements. I led a vision sprint to redesign the foundations of Coinbase Advanced across three dimensions.

New Home

Redesigned the home screen to give traders a glanceable view of their portfolio, market activity, and contextual information, replacing the banner-heavy, upsell-cluttered existing experience.

The new home surfaces portfolio performance, light market discovery, and dismissible contextual updates in a structured, scalable format.

Sprint outcome

Analytical traders don't just execute; they research, monitor, and time their trades. The refreshed IA gives each mode a clear home: Markets for discovery and watchlists, Trade for execution, Portfolio for performance. Combined with an improved entry point into Advanced Trade from Coinbase's main app, traders can move fluidly from awareness to analysis to action without losing context or being dropped into an unfamiliar UI. The design work — including density adjustments, color-scheme refinements, and architecture changes — has heavily influenced the roadmap of the team.

Perps awareness

Following works were short-term awareness campaigns to make sure people understood that they could trade derivatives and get access to Advanced Trade order types. This resulted in higher usage of Advanced Trade and more visits to the mode from new users.