Simplifying the Decentralized Web - Redesigning Namebase for Seamless Handshake Domain Management

Namebase needed a transformation of its platform into the easiest, most intuitive way to buy, sell, and manage Handshake domains. Handshake is a peer-to-peer decentralized DNS protocol that fundamentally changes how domain names are registered and managed. Unlike traditional domain names, which can be censored or seized by governments and corporations, Handshake names are truly unstoppable. They allow users to own top-level domains (.com, .io, .org, etc.) without interference.

The challenge was to create a product experience that effectively bridges the gap between a domain registrar (like GoDaddy) and a cryptocurrency exchange (like Coinbase), making it accessible to a global audience that includes everyone from tech-savvy crypto enthusiasts and developers to less technical users looking to secure their online presence in a censorship-free environment.

Demystify the concept of Handshake and decentralized domains for new users while also catering to the needs of experienced crypto users.

Design a seamless flow for users to easily buy, sell, and manage Handshake domains while understanding the unique aspects of the platform.

Clearly communicate that Namebase serves as both a domain registrar and a cryptocurrency exchange, helping users understand the dual functionality and why it matters.

Develop a user interface (UI) that is accessible and easy to navigate for a diverse audience across different cultures and technical backgrounds.

To kick off the project, I conducted a thorough research and discovery phase to understand the challenges, user needs, and existing pain points associated with the Namebase platform. This phase included:

Stakeholder Interviews: Engaged with Namebase’s product managers, developers, and marketing team to understand the business goals, technical constraints, and target audience.

User Research: Conducted interviews and surveys with current Namebase users, including crypto enthusiasts, developers, and laypersons, to gather insights on their experiences, needs, and pain points.

Competitor Analysis: Analyzed similar platforms like GoDaddy, Coinbase, and Unstoppable Domains to understand their user flows, best practices, and areas of opportunity.

Usability Audit: Evaluated the existing Namebase platform to identify usability issues, confusing navigation paths, and unclear messaging that could hinder the user experience.

Many users struggled to understand that Namebase is both a registrar and an exchange. They were confused about how to register a Handshake domain and why they needed to buy Handshake coins (HNS) first.

The current flow requires multiple steps to purchase or sell a domain, making it cumbersome and time-consuming, particularly for less tech-savvy users.

The platform was cluttered with technical jargon and crypto-specific language, which created a high cognitive load for new users unfamiliar with blockchain technology.

There was a significant knowledge gap among new users about the benefits of decentralized domains, how the Handshake protocol works, and why they should use it over traditional DNS.

Based on the insights gathered, I developed a design strategy to simplify the user experience, reduce cognitive load, and clearly communicate Namebase’s dual functionality. The strategy included the following key areas:

To address the challenge of educating users and clarifying the platform’s dual functionality, I redesigned the onboarding flow to be more informative and interactive.

Guided Onboarding Experience: Developed a step-by-step onboarding process with clear explanations and tooltips to guide new users through the platform. This included introducing Handshake, explaining its benefits, and outlining the steps to buy or sell a domain.

Educational Content: Added a series of educational pop-ups and interactive tutorials that explained the key concepts behind Handshake domains, the importance of owning decentralized domains, and how to navigate the Namebase platform.

Simplified Language: Removed crypto-specific jargon and replaced it with plain language to make the platform more approachable for all users, regardless of their technical expertise.

To make the buying and selling process more intuitive, I focused on simplifying the user flow and reducing the number of steps required to complete a transaction.

Unified Dashboard: Created a unified dashboard that allowed users to view all their domains, bids, and transactions in one place. This provided a comprehensive overview and made it easier to manage all activities from a single interface.

Quick Actions: Introduced quick action buttons for common tasks like “Buy Domain,” “Sell Domain,” and “Convert HNS,” reducing the number of clicks required to complete a transaction.

Integrated Wallet: Designed an integrated wallet view that clearly displayed the user’s HNS balance, recent transactions, and options for buying or converting currency. This made it easier for users to understand how much they needed to buy a domain or make a sale.

The new design aimed to reduce cognitive load by creating a clean and intuitive interface that prioritized clarity.

Visual Hierarchy and Clean Layouts: Emphasized important information with a clear visual hierarchy, using color and typography to guide the user’s attention. Simplified layouts reduced clutter and made navigation more intuitive.

Responsive Design for Global Accessibility: Implemented a responsive design that provided a consistent and user-friendly experience across all devices, ensuring accessibility for a global audience.

Localization and Multilingual Support: Developed localized versions of the platform with language options for key target markets, making it easier for non-English speaking users to interact with the platform.

To cater to both inexperienced users and power users, I designed dual pathways within the platform.

Beginner Mode: A simplified mode with guided steps, tooltips, and tutorials designed for users new to cryptocurrency and domain registration.

Advanced Mode: A detailed mode with additional controls and options tailored to power users who want greater control and flexibility when buying, selling, or managing domains.

Developed low-fidelity wireframes to map out the user flows and ensure that the redesigned navigation and interactions aligned with the project goals.

Created high-fidelity prototypes in Figma to showcase the new design elements, interactions, and responsive behavior across different devices.

Conducted multiple rounds of usability testing with both new and existing users to gather feedback on the redesigned onboarding process, UI, and overall experience.

Iterated on the designs based on user feedback, optimizing areas where users faced confusion or friction.

Worked closely with the engineering team to ensure that the design was feasible within the existing technical framework and that all interactions were implemented as intended.

Participated in regular stand-up meetings and design reviews to maintain alignment between design and development.

The redesigned Namebase platform resulted in several positive outcomes:

The improved onboarding flow and educational content led to a 35% increase in user engagement within the first three months after launch. Users were more likely to complete the onboarding process and explore the platform further.

The streamlined buying and selling process reduced the time it took for users to complete a transaction by 40%, significantly enhancing the overall user experience.

Feedback from users indicated a 25% increase in satisfaction with the platform, with many praising the clearer navigation, simplified language, and more intuitive interface.

The platform’s localization and multilingual support enabled Namebase to reach a wider audience, increasing user adoption in key international markets.

The new onboarding and educational content effectively communicated Namebase’s role as both a registrar and an exchange, reducing confusion and increasing trust among users.

When working with complex technologies like blockchain and decentralized systems, it’s essential to design with clarity and education in mind. Simplifying language, reducing jargon, and providing educational content can significantly improve user understanding and engagement.

Balancing the needs of both novice and experienced users can be challenging, but it’s crucial for platforms that serve diverse audiences. Offering different modes or pathways can help tailor the experience to different skill levels without sacrificing functionality.

Constant iteration and user testing were vital in refining the design and ensuring that it met user needs. Gathering feedback early and often helped identify pain points and allowed for adjustments before full implementation.

Close collaboration with the engineering team was essential to ensure that the design was technically feasible and could be implemented as intended. Regular communication helped bridge the gap between design and development.

Redesigning the Namebase platform was an exciting challenge that required balancing complexity and simplicity to make decentralized domain management accessible to a global audience. By focusing on clarity, usability, and education, we were able to create a seamless user experience that empowers anyone—from crypto enthusiasts to activists—to own and manage Handshake domains. The results were overwhelmingly positive, with increased user engagement, satisfaction, and market reach, ultimately supporting Namebase’s mission to give an unstoppable name to everyone on the internet.