Lead site
An end-to-end redesign of the Coinmerce website
The challenge
The website is often the first contact someone has with Coinmerce, and it wasn’t keeping up with the product. The app had been redesigned, but the website still told an older story, with a structure that made it hard for new visitors to understand what Coinmerce offers and where to start.
My Role
I owned the redesign end to end. I defined the new website structure and the UX direction, mapped the key user flows, and coordinated design output across internal teams and an external agency. I also ran the project itself: planning, managing stakeholders and keeping everyone aligned on scope and timeline.
Approach
I started with structure before visuals. The new information architecture was built around the questions visitors actually arrive with: what is Coinmerce, is it safe, and how do I start. From there I defined the user flows from landing to sign-up, so every page had a clear job and a clear next step. With the external agency, I set the design direction and reviewed output against those flows, so the result stayed consistent with the app and the brand.
Outcome
Phase 1 launched in 6 months, from strategy through to live. The new site gave Coinmerce a scalable foundation for new products and pages, and brought it in line with the app experience.
What I took from it
Working with an external agency taught me that alignment is a design task. The clearer the structure and flows are upfront, the less time goes into correcting output later.