Nicole Belcher, Designer

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On rotation:  SMiLE  — Domi and JD Beck

On rotation:  SMiLE  — Domi and JD Beck

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On rotation:  SMiLE  — Domi and JD Beck

On rotation:  SMiLE  — Domi and JD Beck

Nicole Belcher

I'm a designer creating work over the past decade that sits at the intersection between product and brand.

I'm a product designer with over 10 years of experience across product and brand, crafting delightful user experiences and intentional design systems.

With a background in visual design and systems, I care deeply about crafted products that feel considered, cohesive and scalable.

Currently a Staff Product Designer at Coinbase working on the centralized Design System, theming products, shipping via agentic coding, and bringing human expression to features. Previously at Shopify and Starbucks.

Take some

and have a nice day.

Take some

and have a nice day.

Coinbase

Leading design efforts across several product groups as a member of the design systems team, contributing to a customizable white-label and open sourced design system, creating innovative tooling and visual frameworks.

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85% CSAT score

Hundreds of components

THEMING

OPEN SOURCE

Staff Product Designer

2022-current

Video art direction and storyboard design for Coinbase's first open source design system website

Customizable token infrastructure for theming products across Coinbase

Coinbase Design System logo

Website design, motion direction, and component library for Coinbase Open Source

Visuals for Coinbase Open Source website

Agentic engineered color pairing tool matching design system primitives to images

Scratch to reveal send feature

Quality overhaul and visual facelift for Base, a social driven crypto app from Coinbase

Product library for Base app. 44 product components, 360 variants, 80k+ inserts over 3 months.

Offline 404 game, Base app

Swipe to buy art direction, Base app

Design and interaction motion for creator cards on Base app

Theming UX, product strategy and system implementation for Base app

Quick buy design direction for Base app

Onboarding visual design for Base app

Success animation direction for Base app

Shopify

Led the Fulfillment Network & Logistics organization's 0-1 brand visual systems, product components, top of funnel marketing UX and growth initiatives.

3x more app installs

110%+ lead generation

Billion dollar bet

Senior Product Designer

2022-2023

Video art direction and storyboard design for Shopify Logistics

Brand identity for Shopify Logistics

Website design for Shopify Logistics

Logo design for Shopify Logistics

Visual system creation for Shopify Fulfillment

Product illustration for Shopify Fulfillment

Primitive color tokens for Shopify Fulfillment brand

Board designs, Shopify Fulfillment

Cost calculator UX and site design for Shopify Fulfillment

Product component library for Shopify Fulfillment

Website design for Shopify Fulfillment

Board designs, Shopify Fulfillment

Icon design direction, Shopify Fulfillment

Product component library, Shopify Fulfillment

Califia Farms

Califia is the #1 plant milk and refrigerated RTD coffee brand on the market and I led all areas of the rebrand, from packaging, DTC UX, and primitives.

225M in funding

#1 account on Amazon

+20% MoM site visits since launch

Art Director

2017-2018

Video art direction and storyboard designs for Califia Farms

Brand design and direction for Califia Farms

Marketing illustrations, Califia Farms

DTC site design for Califia Farms

Board design and direction for brand video, Califia Farms

Illustration design and system, Califia Farms

Photoshoot direction, Califia Farms

Package design and illustration, Califia Farms

The Dyrt

At The Dyrt, a Portland startup making campsite discovery easy, I built and led the first internal design team. I shaped the brand from the ground up establishing a 0-1 identity that scaled in product.

Brand Identity

Design Systems

Product Creative