As lead designer at Coordinape, I uncovered why growth had stalled: admins were overwhelmed by jargon, unclear flows, and vague onboarding. I redesigned the homepage, overhauled the documentation, streamlined the signup process, and introduced a one-click invitation system.
These changes reduced friction across the funnel, drove a 90% increase in documentation traffic, decreased Discord support requests, and enabled over 3,000 new members to join Coordinape circles with ease.
Project
Web3 public good payment app
Role
Product Designer & Researcher
Year
2022-2023
The Challenge
Zakku and Zeem designed Coordinape to help Web3 teams reward contributors through peer-to-peer payments. But growth had stalled. Admins, the very people responsible for onboarding teams, were dropping off. Why?
Uncovering Blockers
Testers creating teams on Coordinape
Previous Coordinape homepages
Pragmatic focus
With limited developer bandwidth, I prioritized low-code, high-impact changes:
Quick homepage refresh for clarity.
Documentation overhaul to guide admins step by step.
Signup and circle creation flow simplification.
Building a roadmap
To tackle adoption head-on, I led:
Homepage redesign → clearer copy, tighter positioning, two major iterations in one year.
Documentation overhaul → organized into guided steps, searchable, reduced reliance on Discord support.
Onboarding flow → simplified signup, easier member-adding, and a sandbox for testing.
Magic link invites → pioneered a one-click invite system for admins to bring entire teams onboard instantly.
New branding, new homepage
Gaining Traction
Next case study
Shopify
Scaling the outdated system