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Redefining the future of digital finance with CoinJar. Making it the simplest way to buy, sell and spend cryptocurrency.

CoinJar is Australia’s longest-running digital currency platform and since 2013, they’ve made cryptocurrency accessible to hundreds of thousands of people where they provide customers with the simplest way to buy, sell and spend cryptocurrency. Working as a Product Design Lead creating next-gen Fintech products on the blockchain, I helped CoinJar create a new digital platform including redesigning their mobile app aimed at redefining the future of digital finance that is secure, private and encrypted.

CoinJar connects customers to cryptocurrency from all around the world at the intersection of technology and finance. On any device, anywhere at any time.

Breaking down the barriers to accessing cryptocurrency was a major goal for the project including the redesign of the CoinJar mobile app. Working alongside software engineers, growth experts and company co-founders, our focus was to simplify the end-to-end experience when transacting with cryptocurrency.

Through research, user testing sessions and design workshops, we were able to redefine customers’ perception of what cryptocurrency is and to allow them to access it in the easiest way possible by simplifying the key features and user experience of the new mobile app.

Understanding customers' wants, needs and pain-points was at the core of everything we designed for the new CoinJar platform.

LukeUser Testing Participant

It seems like a really accessible, easy app to use so far. It kinda resembles my banking app on my phone but with crypto added. Transacting also feels really easy too which is great.

ErinUser Testing Participant

It’s a new way of thinking about using cryptocurrency. I think this app is making crypto a much less bizarre concept to people which is really awesome. Can't wait to use it when it's launched!

MichaelUser Testing Participant

As much as I like investing, I’m not the most tech savvy guy. I want something I understand that’s secure, reliable and easy to use. This app definitely seems to help make things clearer.

FrancisUser Testing Participant

I want my crypto buying experience to be really simple. Every other platform I've used to buy and sell has always been overly complex and confusing but I love how this new platform seems to simplify things for me.

AngelaUser Testing Participant

Love how this new app is making the crypto experience much easier to understand for newbies like myself. Crytpo always confused me but this app demystified much of it for me.

This new platform consisted of the redevelopment of every aspect of the CoinJar product ecosystem along with a suite of digital products including a responsive web application. The redesigned platform acts primarily as a digital wallet to store, buy and sell cryptocurrencies but also has a range of other features including trading tools, charts and educational material to simplify the buying experience.

One of the major goals for the project was to increase organic traffic to the new website for the launch of the mobile app. We A/B tested a redesigned sign-up flow that we tweaked through several rounds of design iterations and testing which increased signup conversions by 46%. The new homepage also decreased the bounce rate by 29% which had a positive flow-on effect to other areas of the site.

Putting cryptocurrency in the hands of customers all around the world. Making crypto accessible for all.

By focusing on understanding the problems of the previous mobile app with user-centricity at the core of all the design decisions on the project, it allowed us to create a customer-led and intuitive mobile experience that puts cryptocurrency in the hands of almost 500,000 customers and counting. Designed to cater for a global audience, this new finance platform consisted of the redevelopment of the public website and marketing campaigns along with a suite of digital products including iOS and Android applications.

Our sights are set on building valuable applications in the digital currency industry with a focus on producing best in class products.

Asher TanCoinJar CEO / Co-Founder

Project outcomes


Increase in organic traffic to the new Coinjar website


Increase in sign-up conversions via the new mobile app


Decrease in bounce rate for the new website homepage

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