2025-11-20 –, World's Fair Stage
Web3 often assumes that one interface can serve everyone, but in reality, the same themes (security, ownership, trust, control) must be expressed in radically different ways depending on who the user is.
We will explore how working backwards from “features” traps teams in generic complexity, while working forward from “felt states” produces purpose-aligned interfaces for each audience.The call to action is simple: do research not just to test your assumptions of what users need to do, but to also uncover what they need to think and feel.
Erin | erni.eth is a Senior Product Designer and Researcher at Ethereum Name Service (ENS) where she leads design on the consumer product vertical. A product leader and former founder, she's dedicated her career to finding the simplest path to onboard newcomers into complex industries and emerging technologies.
Domico is the Design Lead at Ethereum Name Service (ENS). With over a decade of experience in Product Design, Dom has been instrumental in shaping the user experience and ecosystem strategy for ENS. His work focuses on building secure, accessible, and user-friendly solutions that drive adoption, and empower developers across the Ethereum and Web3 landscape.