Coinbase · Fintech + Crypto · 2022–23

Getting 1 billion users to crypto.

Redesigning onboarding across seven of Coinbase’s top markets.

International users signed up at three times the US rate.

Yet only half as many of them became transacting users.

Heavy regulation was the cause.

1×US
3×Int’l

Signups

1×US
0.5×Int’l

Transacting users

International users compared with US users, indexed to US = 1×

Launch to first trade

In some markets, more than 34 steps stood between opening the app and a first trade.

The journey, in order

  1. Logged out app
  2. Logged out web
  3. Sign up
  4. Email verification
  5. 2-step verification
  6. Nationality input
  7. Electronic data proofing
  8. Customer due diligence
  9. Identity verification
  10. Add a payment method
  11. Pre-purchase checklist
  12. First trade

Seven checkpoints stood between sign-up and a first trade.

  1. Email verifiedEV
  2. Phone verifiedPV
  3. Nationality completedNC
  4. Electronic data proofingEDP
  5. Trade eligibleTE
  6. Trade readyTR
  7. First tradeGoal

Regulations and user feedback

The old flow lacked coherence.

Three screens, three different ideas of what to do first.

Old logged-out screen offering $5 in Bitcoin for signing up
Promo first
Old home screen asking people to finish account setup and verify their info
Setup first
Old home screen led by a balance, actions and a Coinbase Card promotion
Balance first

What we heard from users

“I don’t know or have access to my email address.”

At sign up

“I want to feel reassured that my data is secure before giving personal info.”

Before personal details

“I had to submit my ID multiple times due to bad image quality.”

At identity verification

“I need help to start earning interest.”

The job to be done

Onboarding was lengthy, incoherent and unfamiliar. Every new regulation added something to decipher, and KYC rules that changed from market to market made it heavier still.

Approach

Leaner and familiar, with every regulatory ask intact.

We worked with the consumer, compliance and platform teams to find where the flow could shrink without compromising on a single regulatory requirement. Four principles came out of it.

Four principles.

  • 45% fewer screens. One-tap validation through ID and bank verification, with contextual trays to guide every step.

  • Access to trading in as few steps as possible, with navigation that stays familiar and consistent throughout.Instant trade lets new users trade up to $500, or for 30 days, before completing CDD and ID verification.

  • Language, tone and visuals adapted to each market, so the product feels native wherever it opens.

  • Small animated moments that celebrate each milestone as it is completed.

Select a bank: step 2 of 3, verify your identity, with a searchable list of UK banks Complete account setup: About you 2 min, Verify your identity 5 min, Fund your account 3 min Verify your ID with Singpass, with an option to send documents instead How will you use Coinbase? Illustrated cards for trading, learning, earning and web3

Continuity and consistency

One home, from logged out to first buy.

  • HomeSetup starts on home
  • Account setupEvery step shows its time
  • Step headerProgress pinned to the top
  • Saved progressPicks up where you left off
  • First buyStep 3 of 3 is the purchase, with fees shown before you pay
  • My assetsSame home, now with a balance
Redesigned home with a Start your crypto journey card above Buy, Send, Receive and Add cash Home with everything dimmed except the Start your crypto journey card Complete account setup in three timed steps Choose a verification method: fast track with SSN or identity document Verification screen with only the Step 1/2 header highlighted Home showing a Verify your account card at 1/3 steps complete Home with only the progress card highlighted Step 3/3 Fund your account: buy 50.00 GBP of Ethereum with fees and total Buy screen with only the Step 3/3 header highlighted My assets showing £50.00 of Ethereum My assets with the balance and primary actions highlighted
Setup starts on home
Every step shows its time
Progress pinned to the top
Picks up where you left off
Step 3 of 3 is the purchase
Fees shown before you pay
Same home, now with a balance
Home
Account setup
Saved progress
First buy
My assets

One set of patterns, from first launch to first buy.

Integrations and context

Let trusted institutions do the heavy lifting.

Their trust rubs off on every step.

A tilted wall of redesigned onboarding screens: create a password, ID capture, bank selection and sign up
  • SingpassSingapore’s national digital ID
  • Your bankVerifies you in the UK and Germany
  • TrueLayerEncrypted bank connection
  • Apple and GoogleSign in with accounts people trust
  • Facial ID verificationBuilt in-house

Sign up

“I don’t know or have access to my email address.”

A phone number is enoughApple or Google in one tap

Personal details

“I want to feel reassured that my data is secure before giving personal info.”

Every ask explains why

Goals

“I need help to start earning interest.”

Goals shape what comes next

Singapore

Singpass confirms who you are.

Verify with the ID people already use

United Kingdom and Germany

Your bank vouches for you.

Pick your bankEncrypted, and your login stays private

Identity verification

“I had to submit my ID multiple times due to bad image quality.”

Requirements up frontBlur caught before upload

Create your account with a phone number, or sign up with Apple, Google or email A tray titled Why do we need this info? explaining the legal requirement How will you use Coinbase? Trade crypto, Learn crypto, Earn rewards, Explore web3 Verify your ID with Singpass Select a bank from Barclays, Lloyds, Monzo, HSBC, Natwest, Halifax, Santander and Nationwide You are being redirected to Natwest to verify, marked secure and private Let’s verify your ID: four requirements before taking the photo ID camera view flagging Blurry photo detected before capture
A phone number is enough
Apple or Google in one tap
Every ask explains why
Goals shape what comes next
Verify with the ID people already use
Pick your bank
Encrypted, and your login stays private
Requirements up front
Blur caught before upload

Impact

45%

fewer steps from logged out to first buy

4

Steps to home. The number of steps before the first interaction on the home screen.

4.9

Usability. Rating for the account setup process and its clarity.

4.6

Retention intent. Rating for likelihood to keep using Coinbase.

Seven markets, one familiar path.

An onboarding sprint that began in January 2023.

  • USUnited States
  • UKUnited Kingdom
  • DEGermany
  • ITItaly
  • FRFrance
  • ESSpain
  • CACanada

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