Better Promos
Designed an upsell component system to make promotions more consistent and effective. Clearer hierarchy and a brand-forward approach helped to make the product feel more immediate.
Coinbase
Systems that shape the future of finance
IdentityProductWebVisual
A design system that scales with the speed of crypto
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The Coinbase Design System (CDS) serves as the foundation for a product ecosystem that reaches millions of people worldwide.
More than a library of parts, it’s a framework that unifies products, accelerates design, and reinforces trust across every experience. Within the UI Systems team, my role was to push this foundation forward. From expanding our component library to rethinking colour and type scales, I worked on the details that give the system both precision and personality.
Visual, Product Design
Shujaat Syed
Design Documentation
Mele Hamasaki
Anna Asgaraly
Shujaat Syed
User Research
Sarah Romoslawski
Illustration
Terran Washington
Brand Meets Product
Defined art direction for upsell cards that brought Coinbase’s brand language into product. The system uses color to group upsells between features, products, and community-driven initiatives.
Stronger Primitives
The asset card was redesigned at the primitive level. Refinements across the board helped establish a more flexible component for the entire system.
Value Variety
The asset card is a universal container for value across Coinbase. From tokens and NFTs to crypto-native apps, it brings different asset classes into a cohesive system.
Gentle Nudges
Nudge cards were designed to surface meaningful actions that help make the Coinbase experience richer. Creating engagement without disrupting the flow of the product.
Always in Context
Nudges are designed to meet users where they are. The system is able to adapt and provide helpful guidance across a wide range of scenarios.
Defining the future of a crypto membership experience
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The Coinbase One rebrand redefined how a subscription could feel inside Coinbase.
More than a visual refresh, it was about transforming a utility-driven service into a membership with real presence and approachability. As the sole visual designer on the rebrand, I guided the identity forward, from defining its new aesthetic foundation to ensuring it scaled seamlessly across product, marketing, and motion.
Visual, Motion, Product Design
Shujaat Syed
Reintroducing Coinbase One
Simplified geometry and stronger contrast improve legibility at every size, while the form language stays rooted in the broader Coinbase brand.
Branded Expression
“Blue Shine” defined the look and feel of Coinbase One. It became the visual anchor of the brand, signaling the elevated and member-first nature of the product while being distinctively Coinbase.
Membership Experience
From first touch to everyday interactions, the refreshed brand language helps create experiences that feel member-first.
Showcasing Value
The new visual language allowed Coinbase One to show up more meaningfully within product. Membership benefits became clearer, reinforcing the sense of value with every interaction.
People Focused
Celebrated user loyalty and tenure through compositions that reinforced the sense of belonging at the heart of the membership experience.
Messaging Value
The landing page was designed to clearly communicate the membership’s core benefits.
A visual language for AI that feels intelligent
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The Coinbase AI identity established the foundation for intelligence inside Coinbase.
The work defined how intelligence should feel across the platform — clear, capable, and trustworthy. Shared principles and components were built that allowed multiple teams to design AI products with a unified voice, setting the foundation for how AI shows up across Coinbase.
Visual Design, Design System
Shujaat Syed
Motion Design
Benjy Deng
Structured Intelligence
Coinbase AI is designed to feel like a tool. While most AI logos lean towards radial or organic shapes, our approach expressed structure, purpose, and pragmatism.
Smart Glass
AI manifests inside Coinbase as a living layer of intelligence. We devised an expression layer that took inspiration from real-world material principles. A unified expression for AI-driven features that feels intelligent, adaptive, and unmistakably Coinbase.
Move Smart
The system is built around motion. The square logo animates to reveal AI states, while Smart Glass adapts dynamically to context, creating a sense of intent and intelligence in every product interaction.
Built to Scale
Coinbase AI was designed not just as an experience, but as a system. Design guidelines and new components allowed teams across Coinbase to build AI features quickly and consistently, ensuring clarity and cohesion from concept to product.
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