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CoinDesk 20 Index

project mock up screens
Client
CoinDesk Data & Indices
Team
1 UI Designer, 1 Content Marketer, 1 Engineer
My ROLE
UI Designer
Tools used
Figma
DURATION
1 sprint
YEAR
2024

Challenge

Launching the CoinDesk 20 required more than a marketing page, it needed to establish trust in a flagship index. Stakeholders across Marketing, Data, and Indices each had critical information they wanted surfaced. Early directions pushed toward density, fitting everything above the fold, which risked overwhelming users and diluting the core message. The challenge was to balance completeness vs. clarity while creating a cohesive narrative that could support both education and conversion.

Goal

Design a landing experience that validates the index through credible data and maintains a clear, intentional path to "Get in Touch" as the primary conversion.

OUTCOME

I led design strategy and information architecture, facilitating alignment across cross-functional stakeholders and defining how the product story should be structured end-to-end.
View prototype

CHALLENGE

Launching the CoinDesk 20 required more than a marketing page, it needed to establish trust in a flagship index. Stakeholders across Marketing, Data, and Indices each had critical information they wanted surfaced. Early directions pushed toward density, fitting everything above the fold, which risked overwhelming users and diluting the core message. The challenge was to balance completeness vs. clarity while creating a cohesive narrative that could support both education and conversion.
View prototype

The process

With a tight turnaround and a launch on the line, I approached the page as a narrative system rather than a static layout, structuring it to establish credibility before introducing complexity. I partnered with Kim Klebella, Head of Marketing, and stakeholders from the Data and Indices team to align on content, positioning, and the story the page needed to tell. Competitive analysis grounded the direction, but the goal was never to mirror what others in the space were doing. With trust from leadership, I pushed the design in a different direction, focused on presenting a trustworthy product through an experience users would actually want to spend time in.

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From there, I built out the hierarchy and flow of the entire page. Users are first introduced to the CoinDesk 20, then surfaced the key information they need to understand it, before being invited deeper into the details and numbers behind the index. The page then positions our partners, linked products, and custody providers, followed by related articles and announcements, frequently asked questions, and closes with the contact form and newsletter subscription. Stakeholder feedback during design reviews sharpened the narrative further, and the final design launched on time with the clarity the product required.

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Design system

Image of three screens utilizing the customize route feature add on
Image of 3D view being utilized en route

A New ExperiencE

CONCLUSION

The page successfully launched as the flagship entry point for the CoinDesk 20 index.

While post-launch engagement metrics were not the primary success measure for this initiative, success was defined through cross-functional alignment and launch readiness. The final experience shipped without major revisions and was adopted as the canonical landing page for the index.

Stakeholders across Marketing and Data validated the information hierarchy and narrative structure, confirming that the experience effectively balanced clarity, credibility, and conversion intent.

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The page has since been migrated to a new host platform. Screens and prototypes shown here represent the original design as launched.

View prototype
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