MNS

- Reduce user hesitation and abandonment;
- Increase clarity around pricing and status;
- Make the page scalable across blockchains;
- Increase overall completion rates.

We removed the auction logic for unclaimed names
‍→ Most identities were not contested — auctions were unnecessary friction.
→ Direct purchase improved UX and simplified backend logic.

Users expected instant ownership
‍→ The word “bid” suggested delay, competition, or risk — not aligned with user mental models.
→ People treat name-claiming like domain purchase, not like a collectible auction.

‍Increased completion rates with low-risk CTA
‍→ Direct claim creates clarity: “check availability → see price → claim”.
→ No more hesitation due to uncertainty or fear of losing funds.
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‍Aligned with product shift toward utility-first identities
‍→ As MNS evolved into a multi-feature identity layer (AI Score, quests, airdrops), it became essential that users feel immediate ownership over their name.

-35% reduction in time-to-first-click;
‍-28% drop in abandoned claim attempts;
‍+17% increase in identity registration conversion;
Component reused across 3+ other flows (Airdrop, AI Score, Quests).

This redesign wasn’t about polish — it was about clarity, confidence, and speed. It’s a good example of how small UX shifts, done systematically, can unlock real business value.

Below are a few more flows I’ve worked on — not just good-looking, but designed to convert.