Unstoppable Domains
Bringing Web3 identity beyond the wallet.
I designed a public Web3 identity experience connecting wallets, social accounts, NFTs, badges, and community participation.
A wallet address can identify an account, but it says little about the person behind it—their communities, achievements, connections, or what they choose to share.
At Unstoppable Domains, I worked on a broader digital identity experience that brought these elements together. Public profiles connected wallets, social accounts, NFTs, badges, and community participation, while giving users control over what appeared publicly.
I owned research and visual design, exploring how to make a complex identity feel understandable, engaging, and credible.
Within approximately two quarters of launch, profiles recorded 4,100+ earned and displayed badges and 3,200+ follow relationships. These totals reflect adoption following the release and its promotion.
My role & scope
I owned research and visual design, from comparative research and community needs to profile hierarchy and visual execution.
I owned research and visual design for the identity experience, including:
- Reviewing comparable identity, wallet, profile, and reward experiences.
- Using community needs to inform the design.
- Structuring profile information and its visual hierarchy.
- Designing the presentation of wallets, NFTs, badges, risk information, and social connections.
- Refining the experience through internal design critiques and user feedback.
Engineering owned implementation. The shipped feature set reflected the broader direction, although parts of the visual execution differed from the intended design.
The problem & why it mattered
A wallet could support a transaction, but users needed a shareable profile that conveyed identity and participation with control over visibility.
The users were Web3 enthusiasts who valued ownership and control of their digital identity.
Their activity was distributed across wallets, networks, social accounts, and communities. A wallet could support a transaction, but it provided limited context about someone's broader identity or participation.
We wanted to help users bring those elements into a shareable profile: a place where they could represent themselves, discover other people, and choose what information to make visible.
For someone viewing a profile, the experience needed to answer practical questions:
- Who is this person?
- What communities and achievements are they associated with?
- What have they chosen to share?
- What information might help me decide how to interact with them?
How could Unstoppable Domains help users represent their Web3 identity, discover others, and maintain control over what they share publicly?
Evidence & key insights
Community feedback and comparable products showed the value of expressive collections, social connections, and risk context.
Community needs shaped the feature set
Unstoppable Domains had an active community. Engagement with that community helped identify what people wanted from their identity and profile experience. NFTs, achievements, and connections were particularly relevant to how users expressed themselves and explored other profiles.
Comparable products helped inform the design
I researched ENS, Rainbow, and OP, examining how they approached profiles, rewards, badges, and related interactions. This research provided reference points for organising identity information and presenting participation. Community feedback helped us assess which ideas were relevant to our users.
The profile needed to support both expression and evaluation
People wanted to display what they owned and had achieved. They also wanted context about the people they might interact with. The design therefore needed to accommodate expressive content alongside wallet-related risk information and social connections.
Constraints & trade-offs
The profile needed a clear hierarchy, flexible public visibility, and stronger design–engineering alignment.
The profile brought together many different kinds of information. Giving everything equal prominence would make it difficult to understand or explore.
I needed to establish a hierarchy: what should be visible immediately, what belonged in supporting areas, and how collections could remain engaging without overwhelming the profile.
Public visibility also required flexibility. Users needed to represent themselves without being required to expose every wallet, badge, or NFT.
Engineering capacity affected delivery. The features shipped, but the implementation did not consistently match the visual design.
Design strategy & key decisions
I organised identity first, gave collections room to breathe, made connections and risk context visible, and kept public sharing optional.
1. Organise the profile around a recognisable identity
I structured the page to bring a person's identity into focus before asking visitors to explore its individual components.
The layout decisions covered the main profile area, supporting sidebar information, and the presentation of wallets, badges, and NFTs. The aim was to make a varied set of information feel like one understandable profile.
2. Give achievements and collections meaningful space
Badges and NFTs helped people express participation and interests. I designed their presentation to make them easy to browse and visually engaging. These elements gave visitors reasons to explore beyond the initial profile information.
3. Make connections visible
Followers and following provided a way to discover relationships between profiles and see that participation extended beyond a single account. The broader experience also included messaging concepts to support interaction. Following established a visible connection between people rather than leaving profiles as isolated pages.
4. Present risk information as context
The profile included a trust or risk score intended to help users assess wallet-related risk before interacting. This provided an additional signal alongside identity information and community participation.
5. Let users control their public representation
Users could add or remove wallets and choose whether to show or hide badges and NFTs. This flexibility allowed them to shape their public profile around what they wanted to share. Bringing information together did not mean making every element visible by default.
The experience
The shipped profile combined connected wallets, NFT collections, badges, trust signals, social relationships, and visibility controls.
The shipped profile combined:
- Connected crypto wallets.
- NFT collections.
- Earned and displayed badges.
- Trust or risk scores.
- Followers and following.
- Controls over the visibility of profile content.
Visitors could explore someone's identity, interests, achievements, and connections. Profile owners could decide which elements represented them publicly.
Validation & iteration
Community engagement, user feedback, and internal critiques helped refine the profile, though detailed test records are unavailable.
Community engagement informed the direction, and users tested how the features worked.
Internal design critiques
Internal design critiques were a significant part of iteration. We reviewed the layouts, information hierarchy, and visual presentation, then made adjustments to improve how the profile communicated its content.
Community and user feedback
The feedback helped refine the experience before and during delivery. Detailed testing tasks, participant counts, and individual iteration examples are not yet available for this write-up.
Outcomes & impact
Within about two quarters of launch and promotion, profiles recorded 4,100+ badges and 3,200+ follow relationships.
Within approximately two quarters following launch and promotion:
Platform adoption results:
The follower figure represents relationships between accounts, rather than 3,200 unique users. The team also observed more profile interaction after the new features were introduced.
A recollection of approximately 25% higher engagement exists, but the precise definition and calculation remain unconfirmed. This figure is kept out of the published headline until those details are available.
Reflection & next steps
The work showed how much hierarchy matters to identity, and why closer design–engineering checkpoints would improve fidelity.
This work required me to bring a broad set of identity information into a coherent experience while preserving users' control over their public representation.
A key lesson was that layout influences how readily people can understand and explore a profile. Collections, achievements, risk information, and connections each needed a clear purpose and place.
The main delivery limitation was the gap between the intended design and the shipped interface. In future work, I would establish closer design–engineering checkpoints and review key components during implementation to catch those differences earlier.
