CoolBitX/ 2021
Design at a Growth-Stage Startup: From Product to Marketing
I helped shape CoolWallet Pro’s brand, optimize its eCommerce experience, and bridge product, marketing, and data to drive measurable growth.
CoolBitX/ 2021
Design at a Growth-Stage Startup: From Product to Marketing
I helped shape CoolWallet Pro’s brand, optimize its eCommerce experience, and bridge product, marketing, and data to drive measurable growth.
CoolBitX/ 2021
Design at a Growth-Stage Startup: From Product to Marketing
I helped shape CoolWallet Pro’s brand, optimize its eCommerce experience, and bridge product, marketing, and data to drive measurable growth.
🧩 Overview
CoolBitX is a growth-stage startup of secure crypto asset management. After the success of its first product(CoolWallet S), the team expanded into new verticals— including , DeFi, NFTs, staking, and B2B solutions (CoolWallet Pro) —aiming to serve more advanced and diverse use cases.
I led design efforts on two key initiatives that supported both product evolution and company growth:
⚡ CoolWallet Pro Rebranding – Crafting a distinct identity for power users and redefining the brand story
🛒 Growth-Driven eCommerce Redesign – Transforming a transactional site into a multifunctional growth engine for users, partners, and investors
🧩 Overview
CoolBitX is a growth-stage startup of secure crypto asset management. After the success of its first product(CoolWallet S), the team expanded into new verticals— including , DeFi, NFTs, staking, and B2B solutions (CoolWallet Pro) —aiming to serve more advanced and diverse use cases.
I led design efforts on two key initiatives that supported both product evolution and company growth:
⚡ CoolWallet Pro Rebranding – Crafting a distinct identity for power users and redefining the brand story
🛒 Growth-Driven eCommerce Redesign – Transforming a transactional site into a multifunctional growth engine for users, partners, and investors
🧩 Overview
CoolBitX is a growth-stage startup of secure crypto asset management. After the success of its first product(CoolWallet S), the team expanded into new verticals— including , DeFi, NFTs, staking, and B2B solutions (CoolWallet Pro) —aiming to serve more advanced and diverse use cases.
I led design efforts on two key initiatives that supported both product evolution and company growth:
⚡ CoolWallet Pro Rebranding – Crafting a distinct identity for power users and redefining the brand story
🛒 Growth-Driven eCommerce Redesign – Transforming a transactional site into a multifunctional growth engine for users, partners, and investors
👩🏻💻 My Role
I worked cross-functionally with teams across marketing, product, customer service, sales, and logistics. My scope covered three key areas:
📣 Marketing
Defined visual tone for global campaigns with marketing leads
Designed landing pages, in-app banners, and social assets
Managed external graphic and motion designers
🛠️ Product
Built design system and visual identity for CoolWallet Pro
Redesigned eCommerce UX to improve onboarding and conversion
Designed reusable components for new features and product pages
Created physical product assets: card, packaging, accessories, co-branded editions
📊 Data & Optimization
Led A/B tests and tracked performance via Google Analytics
Used heatmaps and session recordings to guide UX decisions
Improved SEO and localized content for ZH and JP audiences
👩🏻💻 My Role
I worked cross-functionally with teams across marketing, product, customer service, sales, and logistics. My scope covered three key areas:
📣 Marketing
Defined visual tone for global campaigns with marketing leads
Designed landing pages, in-app banners, and social assets
Managed external graphic and motion designers
🛠️ Product
Built design system and visual identity for CoolWallet Pro
Redesigned eCommerce UX to improve onboarding and conversion
Designed reusable components for new features and product pages
Created physical product assets: card, packaging, accessories, co-branded editions
📊 Data & Optimization
Led A/B tests and tracked performance via Google Analytics
Used heatmaps and session recordings to guide UX decisions
Improved SEO and localized content for ZH and JP audiences
👩🏻💻 My Role
I worked cross-functionally with teams across marketing, product, customer service, sales, and logistics. My scope covered three key areas:
📣 Marketing
Defined visual tone for global campaigns with marketing leads
Designed landing pages, in-app banners, and social assets
Managed external graphic and motion designers
🛠️ Product
Built design system and visual identity for CoolWallet Pro
Redesigned eCommerce UX to improve onboarding and conversion
Designed reusable components for new features and product pages
Created physical product assets: card, packaging, accessories, co-branded editions
📊 Data & Optimization
Led A/B tests and tracked performance via Google Analytics
Used heatmaps and session recordings to guide UX decisions
Improved SEO and localized content for ZH and JP audiences
Tools
Design: Figma, Adobe Creative Suite
SEO: Semrush, Ahrefs, Google Analytics, and Google Search Console
UX Design: Hotjar, Google Analytics
Team & Collaboration
🧠 C-Suite
🎨 Me (Web Designer) and Marketing Team
💻 Product Team
📞 Customer Service
📦 Logistics
💼 Sales
Tools
Design: Figma, Adobe Creative Suite
SEO: Semrush, Ahrefs, Google Analytics, and Google Search Console
UX Design: Hotjar, Google Analytics
Team & Collaboration
🧠 C-Suite
🎨 Me (Web Designer) and Marketing Team
💻 Product Team
📞 Customer Service
📦 Logistics
💼 Sales
Tools
Design: Figma, Adobe Creative Suite
SEO: Semrush, Ahrefs, Google Analytics, and Google Search Console
UX Design: Hotjar, Google Analytics
Team & Collaboration
🧠 C-Suite
🎨 Me (Web Designer) and Marketing Team
💻 Product Team
📞 Customer Service
📦 Logistics
💼 Sales
🧱 Evolving the Brand for Power Users
To support the launch of CoolWallet Pro—a premium hardware wallet built for advanced users in DeFi, NFTs, and multi-chain ecosystems—we needed a refreshed brand that clearly distinguished it from the original CoolWallet S, not just in Taiwan and the U.S., but across a growing global audience.
🧱 Evolving the Brand for Power Users
To support the launch of CoolWallet Pro—a premium hardware wallet built for advanced users in DeFi, NFTs, and multi-chain ecosystems—we needed a refreshed brand that clearly distinguished it from the original CoolWallet S, not just in Taiwan and the U.S., but across a growing global audience.
🧱 Evolving the Brand for Power Users
To support the launch of CoolWallet Pro—a premium hardware wallet built for advanced users in DeFi, NFTs, and multi-chain ecosystems—we needed a refreshed brand that clearly distinguished it from the original CoolWallet S, not just in Taiwan and the U.S., but across a growing global audience.
🎯 Brand Design Considerations
Before diving into visuals, we mapped the brand strategy around:
The customer journey across channels and touchpoints
Competitive analysis within the hardware wallet landscape
The product’s features, tone, and emotional appeal
🎯 Brand Design Considerations
Before diving into visuals, we mapped the brand strategy around:
The customer journey across channels and touchpoints
Competitive analysis within the hardware wallet landscape
The product’s features, tone, and emotional appeal
🎯 Brand Design Considerations
Before diving into visuals, we mapped the brand strategy around:
The customer journey across channels and touchpoints
Competitive analysis within the hardware wallet landscape
The product’s features, tone, and emotional appeal
🔧 Brand Design Execution
I led the rebranding effort in close collaboration with cross-functional teams.
My role included:
Facilitating design discussions and aligning stakeholders on brand tone
Defining the visual direction—color, typography, packaging, and card design
Ensured brand consistency across global digital and physical touchpoints.
Coordinating with external agencies and freelance creatives to deliver high-quality visuals
🔧 Brand Design Execution
I led the rebranding effort in close collaboration with cross-functional teams.
My role included:
Facilitating design discussions and aligning stakeholders on brand tone
Defining the visual direction—color, typography, packaging, and card design
Ensured brand consistency across global digital and physical touchpoints.
Coordinating with external agencies and freelance creatives to deliver high-quality visuals
🔧 Brand Design Execution
I led the rebranding effort in close collaboration with cross-functional teams.
My role included:
Facilitating design discussions and aligning stakeholders on brand tone
Defining the visual direction—color, typography, packaging, and card design
Ensured brand consistency across global digital and physical touchpoints.
Coordinating with external agencies and freelance creatives to deliver high-quality visuals
🚀 Growth-Driven eCommerce Redesign
With the launch of CoolWallet Pro in May 2021, we transformed our eCommerce site from a basic sales channel into a growth engine—designed to educate users, support partners, and boost conversions.
📈 Key Performance Metrics (June 2021 – March 2022 vs. previous year)
+294% increase in website revenue
+21% improvement in cart conversion rate
+124.9% growth in traffic
-29.6% reduction in bounce rate
These metrics reflect enhancements in user engagement, conversion efficiency, and overall site performance.
🚀 Growth-Driven eCommerce Redesign
With the launch of CoolWallet Pro in May 2021, we transformed our eCommerce site from a basic sales channel into a growth engine—designed to educate users, support partners, and boost conversions.
📈 Key Performance Metrics (June 2021 – March 2022 vs. previous year)
+294% increase in website revenue
+21% improvement in cart conversion rate
+124.9% growth in traffic
-29.6% reduction in bounce rate
These metrics reflect enhancements in user engagement, conversion efficiency, and overall site performance.
🚀 Growth-Driven eCommerce Redesign
With the launch of CoolWallet Pro in May 2021, we transformed our eCommerce site from a basic sales channel into a growth engine—designed to educate users, support partners, and boost conversions.
📈 Key Performance Metrics (June 2021 – March 2022 vs. previous year)
+294% increase in website revenue
+21% improvement in cart conversion rate
+124.9% growth in traffic
-29.6% reduction in bounce rate
These metrics reflect enhancements in user engagement, conversion efficiency, and overall site performance.
+294%
Revenue
+294%
Revenue
+294%
Revenue
+124.9%
Acquisition
+124.9%
Acquisition
+124.9%
Acquisition
+21%
E-commerce Conversion Rate
+21%
E-commerce Conversion Rate
+21%
E-commerce Conversion Rate
🧩 Key Web Design Enhancements
Mobile Optimization: Implemented a responsive design with faster load times and intuitive navigation to cater to the increasing mobile user base.
User Education: Developed comprehensive product feature pages and in-app service guides to facilitate informed purchasing decisions.
Checkout Experience: Streamlined the buying process by simplifying checkout steps and incorporating trust elements like customer reviews.
Partner Integration: Highlighted collaborations with retailers and co-branded programs to build credibility and expand reach.
Localization: Translated key content into Chinese, Japanese, and Turkish to better serve international markets.
Data-Driven Iteration: Leveraged tools like Google Analytics and Clarity for behavioral analysis, enabling continuous A/B testing and SEO optimization.
Marketing Campaign Integration: Established a dedicated marketing campaigns section on the website, synchronized with in-app banners, to ensure consistent messaging and enhance user engagement across platforms.
By focusing on these areas, we aligned user experience improvements directly with business growth objectives, ensuring that design decisions were informed by actionable data and user behavior insights.
🧩 Key Web Design Enhancements
Mobile Optimization: Implemented a responsive design with faster load times and intuitive navigation to cater to the increasing mobile user base.
User Education: Developed comprehensive product feature pages and in-app service guides to facilitate informed purchasing decisions.
Checkout Experience: Streamlined the buying process by simplifying checkout steps and incorporating trust elements like customer reviews.
Partner Integration: Highlighted collaborations with retailers and co-branded programs to build credibility and expand reach.
Localization: Translated key content into Chinese, Japanese, and Turkish to better serve international markets.
Data-Driven Iteration: Leveraged tools like Google Analytics and Clarity for behavioral analysis, enabling continuous A/B testing and SEO optimization.
Marketing Campaign Integration: Established a dedicated marketing campaigns section on the website, synchronized with in-app banners, to ensure consistent messaging and enhance user engagement across platforms.
By focusing on these areas, we aligned user experience improvements directly with business growth objectives, ensuring that design decisions were informed by actionable data and user behavior insights.
🧩 Key Web Design Enhancements
Mobile Optimization: Implemented a responsive design with faster load times and intuitive navigation to cater to the increasing mobile user base.
User Education: Developed comprehensive product feature pages and in-app service guides to facilitate informed purchasing decisions.
Checkout Experience: Streamlined the buying process by simplifying checkout steps and incorporating trust elements like customer reviews.
Partner Integration: Highlighted collaborations with retailers and co-branded programs to build credibility and expand reach.
Localization: Translated key content into Chinese, Japanese, and Turkish to better serve international markets.
Data-Driven Iteration: Leveraged tools like Google Analytics and Clarity for behavioral analysis, enabling continuous A/B testing and SEO optimization.
Marketing Campaign Integration: Established a dedicated marketing campaigns section on the website, synchronized with in-app banners, to ensure consistent messaging and enhance user engagement across platforms.
By focusing on these areas, we aligned user experience improvements directly with business growth objectives, ensuring that design decisions were informed by actionable data and user behavior insights.
🧠 What I Learned
Coming from a design background, working closely with marketing taught me how to think beyond usability—to design with business goals in mind. I learned to use data, storytelling, and brand consistency as tools for driving growth. It pushed me to design not just for users, but for outcomes.
🧠 What I Learned
Coming from a design background, working closely with marketing taught me how to think beyond usability—to design with business goals in mind. I learned to use data, storytelling, and brand consistency as tools for driving growth. It pushed me to design not just for users, but for outcomes.
🧠 What I Learned
Coming from a design background, working closely with marketing taught me how to think beyond usability—to design with business goals in mind. I learned to use data, storytelling, and brand consistency as tools for driving growth. It pushed me to design not just for users, but for outcomes.