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Doma

A Web3 domain platform for owning, trading,
and managing digital identity assets across wallets

A Web3 domain platform for owning, trading,
and managing digital identity assets across wallets

A Web3 domain platform for owning, trading, and managing digital identity assets across wallets

Doma is a Web3 domain platform that enables users to own, mint, buy, sell, and manage digital domains as assets across multiple wallets. Users can track ownership, monitor value signals, + take actions like listing, placing bids and renewing domains from a unified dashboard

The original dashboard

The original dashboard

The original dashboard struggled because Web3 domains are still a new concept, so users needed clearer signals to understand what was changing and why it mattered. Most of the data felt static and wasn’t updated often which made the experience feel quiet and easy to ignore. Without visible movement like value shifts, activity, or market interest, there wasn’t much reason to come back. The dashboard ended up feeling more like storage than a place that encouraged exploration or action

The original dashboard struggled because Web3 domains are still a new concept, so users needed clearer signals to understand what was changing and why it mattered. Most of the data felt static and wasn’t updated often which made the experience feel quiet and easy to ignore. Without visible movement like value shifts, activity, or market interest, there wasn’t much reason to come back. The dashboard ended up feeling more like storage than a place that encouraged exploration or action

Design goal

Turn a static domain dashboard into one that makes value, activity & next steps instantly clear

Step 1

Define the MVP Experience

Define the MVP Experience

I worked with the team to identify the core signals users needed to understand their domain portfolio at a glance including ownership, value changes, market activity, and action items

I worked with the team to identify the core signals users needed to understand their domain portfolio at a glance including ownership, value changes, market activity, and action items

Step 2

Explore initial directions

As I translated the PRD into early designs, it became clear the dashboard felt too much like static portfolio management than an active marketplace. Showing a limited preview of domains didn’t communicate momentum, value, or opportunity - key reasons users would return. This led to a shift toward designing the experience to feel more like a living marketplace

Scroll to see previous versions →

Version 1

We tried hitting all of the requirements on the PRD, but there ws no clear information hierarchy

Version 2

Better hierarchy here but would previewing just a few domains really entice users?

Version 3

Showing more domains/valuable info per category, but where would the portfolio go? Considered a drawer experience here

Step 3

The final experience

The final experience

Working closely with the PM, we shifted the dashboard toward a marketplace-first experience that surfaces movement, recommendations, and active domains alongside each user’s portfolio + actions. This works because it balances browsing with ownership, making the dashboard felt useful on every visit. Our next step was building the domain detail view to support deeper evaluation and actions like buying, monitoring performance, fractionalizing, claiming & more Web3-native actions

Working closely with the PM, we shifted the dashboard toward a marketplace-first experience that surfaces movement, recommendations, and active domains alongside each user’s portfolio + actions. This works because it balances browsing with ownership, making the dashboard felt useful on every visit. Our next step was building the domain detail view to support deeper evaluation and actions like buying, monitoring performance, fractionalizing, claiming & more Web3-native actions

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