Project: Design a new website for the Handshake Top Level Domain (TLD) .c for Spock Domains
The Top Level Domain (TLD) .c is a blockchain domain name that uses the Handshake protocol to register and manage domains on a decentralized network. Handshake domains are stored on a public ledger and secured by a smart contract, which means no one can censor or take them away. Users can also send and receive cryptocurrency using .c domains, as they are compatible with various blockchain services.
Users are overlooking .c domain names due to a lack of awareness and skepticism, including misunderstanding the technology behind .c, and/or questioning its ability to deliver a high-reputation, long term alternative to .com.
Design a website for .c that provides users with the information they need to build awareness and trust with .c as a Top Level Domain.
Newsletter Sign Up: Initally 0% of users new where to find a newsletter or more information about .c websites other than a blanket google search. After designing a mid to high fidelity wireframe homepage for the TLD .c, 98% of users could find a sign up for newsletter CTA for .c in under 5 seconds.
As this project included designing a website from scratch, I began the research process by interviewing the owner of Spock Domains (which owns .c) - to better understand the state of .c, as well as the stakeholders goals and branding desires. Below are a sample of questions and answers:
I looked at direct competitors: Verisgn (own’s .com), .xyz, and .ens (another blockchain TLD), as well as indirect competitors that sell domains (domain registrars) including: Go Daddy, Porkbun, Name Cheap, and Spaceship. I conducted both a visual competitive analysis, and a checklist analysis with the direct competitors.
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I conducted a quick 4 question survey with 22 responders. This gave some powerful data:
Top 5 Important Factors When Purchasing a New Domain:
Top 5 Reasons To Trust A New Online Digital Technology
I conducted 5 user interviews of people in the technology field but not directly in the blockchain technology field. During these interviews I wanted to gain a sense of how people:
This helped me to determine information requirements for the homepage as well as the primary navigation.
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Using the findings of the stakeholder and user interviews and survey results, I created a user persona to explore some of the major pain points .c would have in trying to attract users who were not domain speculators or blockchain enthusiasts, but who still may be interested in the .c domain extension. In this instance, I created Allison Heath - a freelance website designer.
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The .c domain was designed to provide a high-reputation alternative to .com, built on newer technology that is more censorship resistant.
We have observed that potential users are overlooking .c domains due to a lack of awareness and skepticism, including misunderstanding the technology behind .c and/or questioning its ability to deliver a high-reputation alternative to .com.
As a result of these obstacles, users are not electing to purchase .c domains.
How might we improve user awareness, understanding and trust in .c domains to increase the sales of .c domains?
Allison needs to be prepared to support clients with all the information they need when purchasing a new domain name because of the importance the right domain can play in business success.
By providing key information on .c homepage, including benefits of a .c domain, how .c domains use blockchain (high level), samples of .c domains in use, endorsements of .c, a video from the owner, tutorials and a roadmap for .c domain longevity we can increase user trust and awareness of .c as a top level domain - increasing .c sales among a more diverse user base.
The .c is developing the newest TLD to help emerging website owners to find their preferred url in a secure, decentralized environment.
We’re better because we use the newest, block-chain technology, our .c name is easy to type and the most versatile domain in the world (think of “c” for commerce, company, culture, community, creativity), we have vast name availability, and we offer uniform pricing.
We’re believable because of our experience with block-chain and our innovation.
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By providing key information on .c homepage, including benefits of a .c domain, how .c domains use blockchain (high level), samples of .c domains in use, endorsements of .c, and a roadmap for .c domain longevity we can increase user trust and awareness of .c as a top level domain - increasing .c sales among a more diverse user base.
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By providing key information on .c homepage, including benefits of a .c domain, how .c domains use blockchain (high level), samples of .c domains in use, endorsements of .c, and a roadmap for .c domain longevity we can increase user trust and awareness of .c as a top level domain - increasing .c sales among a more diverse user base.
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I created a style guide - pulling colors and logo from the branded logo already created by the stakeholder. I took the lightest and darkest colors from the logo to create the color pallet, and kept just these two colors plus - to align the stakeholders desire of a “clean sushi roll” design feeling. I pulled these font, Lato often in bold form - keeping with the clean and trustworthy theme - this font was also used in one of the competitor analysis that the stakeholder had the strongest affinity for.
I also added in sketch drawings to connect with the feeling of transparency and to conjure feelings of design and planning for the web designers like our user persona Allison who might be visiting the website.
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I prioritized website accessibility by conducting thorough color contrast testing for the text. The dark purple on light grey yielded a satisfactory 7.13 contrast ratio suitable for both small and large text sizes, particularly effective for the oversized text I utilized. However, the pink on white, while acceptable for larger text, lacked ample contrast for smaller text, prompting its use sparingly in rare, large typeface instances where readability wasn't a primary concern. Primarily, the site employs a dark grey text against a very light grey background, with a clear 14.09 contrast ratio. As per stakeholder preferences, the website maintains minimal text content, mainly consolidated on the landing page, facilitating seamless scrolling on both mobile and desktop devices. Additionally, clear call-to-action buttons in a vibrant pink-purple hue against a light grey background enhance user engagement.
I began the prototype with Sketches, then moved onto Low, Mid and eventual High fidelity prototypes - checking in with the stakeholder at each step.
As I was designing for Responsive Web Design, I focused initial designs on mobile, while also keeping desktop in mind (pictured above).
User testing revealed positives - like easy to find CTAs and benefits of .c domains; as well as issues to address with additional information like continued skeptisim. As part of testing, users were also asked what additional questions or information would they want to know about .c domains - information that could be used to build out the FAQ section more completely. Overall, I had two big positves from USer testing, and two big issues to work through:
Below are the prototype that were taken back to the stakeholder to review and iterate on at a future date.
This project brought up some interesting dilemma's for the stakeholder: while the stakeholder wants .c to be the new .com, he noted through this process that currently handshake technology is limited, and that general users cannot fully use .c domains. This realization came about as we needed to inform potential users of these facts on the website to connect back to the stakeholders desire for a "transparent" website, and the users desire to have this information to build trust with the product in the long term, even if it means less sales in the short term. There were also some issues with the prototype that needed to be addressed in next steps - like the idea that the stakeholder would not be able to provide examples of .c websites in action, or testimonials, because the technology is still so new.
Delete Sections & Add New Content to Home Page: We need to delete the "examples" of .c in action from the homepage, as the stakeholder is not able to get examples due to the technology. We need to figure exacelt what data to illustrate in the data section of the homepage. We need to add in FAQ's from User testing and stakeholders experience. We need to add in a video or note from the owner to help increase trust in the brand. We need to add a how to use section, and we need to be more transperent that .c websites will not resolve on most browsers - ideally doing this through adding tutorials of how to create and use .c.
More testing with Primary users: While the stakeholder wants anyone looking for a new domain to purchase .c domains, the after user testing it is clear that until the technology is more accepted by all web browers (like chrome and safari) Blockchain enthusiast and domain speculators will be the primary users. Therefore, I would want to run website tests specifcially with these users. While the stakeholder wants to attract more general users, I would want to ensure that this design not push away primary users.
Design a Dark Mode and Tablet View: Now dark mode is a nessesity, and transition should not be too difficult with this website given its minimalist white design. I would want to check readability with dark mode though.
Finish Building Out All website pages
Code this website in HTML and CSS to get it up and running for the stakeholder.
