The Opportunity
The business had outgrown its website.
CoolWallet was expanding from one product and one market to multiple products and regions.
The existing site wasn't built to support:
- Multiple products and bundles
- Localization
- Marketing campaigns
- Partners and affiliates
Rebuilt for Scale
From a single-product store to a scalable architecture.
I redesigned the information architecture to support multiple products, features, campaigns, and business partners.
Made Products Easier to Choose
Pro or S? Make the difference clear.
With two main wallets, customers needed a simple way to choose.
I created dedicated product pages and a side-by-side comparison based on different user needs.
Expanded to New Markets
Built localization into the experience.
The new experience supported multiple languages, regional currencies, shipping costs, mobile, and SEO — helping CoolWallet expand across Europe, Japan, and Korea.
Built for Campaigns
Turned one-off campaigns into reusable systems.
I created reusable campaign landing pages and introduced co-branded cards as a recurring product category.
Optimize with Data
Used behavior data to find growth opportunities.
I set up Google Analytics and Clarity to track the journey from landing page to checkout and identify high-traffic, low-conversion areas.
Increased order value
Added relevant "Buy with" recommendations at high-intent moments.
Reduced checkout uncertainty
Surfaced shipping, taxes, and discounts before checkout so customers could see the full cost earlier.
Outcome
From a storefront to a growth platform.
The new architecture later supported further expansion into Korea and Turkey without needing to be rebuilt.
