Coinbase, one of the biggest fintech companies in America, has been expanding its services beyond its original function as a bitcoin wallet and retail exchange. In addition to its cryptocurrency custody services, Coinbase now offers professional and institutional trading platforms. Furthermore, the company acquired Earn.com, a platform that allows users to pay in bitcoin to contact experts via email. This move demonstrates Coinbase's commitment to providing a comprehensive suite of services for its customers.

Coinbase, one of the biggest fintech companies in America, has been expanding its services beyond its original function as a bitcoin wallet and retail exchange. In addition to its cryptocurrency custody services, Coinbase now offers professional and institutional trading platforms. Furthermore, the company acquired Earn.com, a platform that allows users to pay in bitcoin to contact experts via email. This move demonstrates Coinbase's commitment to providing a comprehensive suite of services for its customers.

While Coinbase's growth and expansion are commendable, it is important for fintech companies to shift their focus from outputs to outcomes. This shift is necessary for the continued success and relevance of these companies in the rapidly evolving financial technology landscape. By measuring success through outcomes rather than activities, companies can better align their goals with the needs and desires of their users.

When considering outcomes, it is essential to think about how a company's work can improve the lives of its users. This user-centric approach ensures that the company's efforts are focused on delivering value and making a meaningful impact. For example, in the case of Coinbase, the UX outcome for its users could be to provide a seamless and secure platform for buying, selling, and storing cryptocurrencies. By prioritizing this outcome, Coinbase can drive its roadmap and prioritize features that enhance the user experience.

To identify the best UX outcomes, it is crucial for teams to have a deep understanding of their users' current experiences. Teams that spend significant time with their users and conduct thorough research will uncover opportunities for improvement. By gaining insights into users' frustrations and pain points, teams can design solutions that address these issues and create a positive impact on users' lives. This deep understanding is the foundation for identifying UX outcomes that truly make a difference.

In addition to conducting research, it is important to create an aspirational story around UX outcomes. People are more likely to be motivated and engaged when they can see the benefits of their work. By crafting a compelling experience vision that showcases the positive impact of UX outcomes, teams can rally around a common goal and work towards delivering exceptional experiences. This vision serves as a roadmap for the team, outlining what they will deliver in the short term and what they have planned for the future.

Measurability is another crucial aspect of UX outcomes. To assess the success of a UX outcome, there should be clear evidence that the desired improvement has been realized. This requires a clear understanding of what the UX outcome looks like and how it can be observed. By defining the evidence that will indicate the achievement of the outcome, teams can track their progress and make data-driven decisions.

In conclusion, shifting from outputs to outcomes is essential for the success of fintech companies like Coinbase. By focusing on UX outcomes, companies can align their goals with the needs of their users and deliver meaningful value. This shift requires a deep understanding of users' experiences, the creation of an aspirational story, and the ability to measure the impact of UX outcomes. By adopting this user-centric approach, fintech companies can create exceptional experiences that improve the lives of their users.

Actionable Advice:

1. Conduct thorough research and spend significant time with users to gain a deep understanding of their experiences and identify opportunities for improvement.
2. Create an aspirational story and experience vision that showcases the positive impact of UX outcomes to motivate and engage the team.
3. Define clear metrics and evidence that will indicate the achievement of UX outcomes, allowing for data-driven decision-making and progress tracking.