Coins.ph is preparing a major redesign of its mobile app aimed at younger users, with Global Marketing Director Amira Alawi describing the effort as part of a broader push to “gamify mass adoption.”

Speaking during the company’s Coins.ph NEXT event, Alawi framed the redesign around a question increasingly shaping the next phase of crypto adoption:

Rather than positioning crypto purely as a trading product, the upcoming overhaul appears focused on making digital finance feel more intuitive, engaging, and rewarding for everyday users, regardless of broader market conditions.

One of the biggest structural changes involves a cleaner separation between crypto and payments functionality inside the app.

The redesigned interface is set to introduce:

• Dedicated payments and crypto hubs
• Three primary entry points
• Eight global navigation icons
• A dashboard architecture where roughly 90% of common user actions can be completed within a single tap from the home screen

The approach reflects a wider fintech design trend focused on reducing friction while keeping advanced tools accessible.

For platforms trying to onboard mainstream users, simplifying navigation has become increasingly important as crypto apps evolve into broader financial ecosystems.

Designed for Younger, Mobile-First Users

According to Alawi, the redesign specifically targets younger digital-native audiences.

“Abangan niyo ‘yung app rollout because the app UX will be targetting more of the younger users,” she said.

The redesign also introduces a new visual identity internally referred to as the “XYZ Gradient,” described as a high-contrast palette engineered for:

• Better readability
• Reduced eye strain
• A calmer but more vibrant user experience

The emphasis suggests Coins.ph is treating design not just as branding, but as part of long-term user retention and engagement strategy.

Making Crypto ‘Evergreen’ Beyond Market Cycles

Alawi also suggested the company wants to move beyond the cyclical nature of crypto trading activity.

“How do you make crypto sexy and evergreen regardless of market sentiment,” she said.

“The biggest way to get mass adoption is to get them to use it. Kasi once you enjoyed using something it makes you want to tell others about it.”

The comments reflect a broader shift happening across the crypto industry, where platforms are increasingly trying to:

• Build daily-use habits
• Expand into payments and rewards
• Introduce gamified engagement loops
• Reduce reliance on speculative trading volume alone

In this model, user experience becomes part of the growth engine itself.

The Super App Direction

The redesign also reinforces Coins.ph’s ambitions to operate more like an Asian-style fintech super app rather than a standalone crypto exchange.

The platform already spans:

• Crypto services
• E-wallet functionality
• QRPh payments
• Bills payment
• Merchant solutions
• Remittances

The updated interface appears designed to unify these services into a more seamless consumer experience.

That strategy comes as competition intensifies across the Philippine fintech sector, particularly around onboarding younger users entering finance primarily through smartphones and digital wallets.

The redesign signals how Philippine crypto platforms are increasingly focusing on product usability and behavioral engagement—not just trading features—as the industry searches for more sustainable paths toward mainstream adoption.

Rather than treating crypto as a niche activity for traders, Coins.ph leans on the kind of adoption that may depend more on whether financial apps become enjoyable and habitual enough to integrate naturally into everyday life.

“Once you enjoyed using something,” Alawi said, “it makes you want to tell others about it.”

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