The Homepage is too Technical

Connectivity protocol
Proximity routing algorithm
Consensus node
Horizontally scale throughput
Peer to peer
Public key infrastructure
3rd party certificates
Edge computing
JavaScript, Golang, C++, Java and Python

All of these terms must be removed from the home page. If you look at the homepages of top cryptocurrencies like Ethereum, Polkadot and Cardano, you will find none of these technical terms (well you might find the term “Ethereum” on Ethereum’s website). Even websites outside of the cryptocurrency world such as Inrupt also avoid all technical terms. It’s fine for the language use to be sophisticated, but it’s a problem when it’s technical.

Move the developer section on the home page to the developer page. If a developer needs to click the developer section to view the information, they will not lose interest. But if someone unfamiliar with software development sees the developer section, they will feel alienated and lose some interest in NKN. This is the optimum way to maximize the total amount of interest in NKN.

Speaking of 3rd party certificates, this is what the warning in internet explorer used to look like in windows XP when an invalid certificate was detected.

Almost everyone clicked “Accept this certificate permanently” because they didn’t know what certificates are, and clicking that let them visit the site and go on with their day - blissfully unaware of the danger they’re in. It’s hilarious they added “Please notify the site’s webmaster about this problem” - that instruction was probably not followed a single time.

This is what they look like now.

The big red text and direct message “Close this site immediately” was far more persuasive. Instead of talking about certificate authorities that no one knows about, they said “someone could be trying to fool you” - 100% of people know what that means and will go to great lengths to avoid it. It took UI designers 20 years to figure out that using technical language in messages is not an effective means of communication. NKN doesn’t have 20 years to waste to figure out that technical language works only for a very small number of technically minded people.

Stop thinking like research mathematicians trying to submit a paper into a journal, and start thinking like salesmen (and saleswomen) trying to sell as much of your product as possible. Get as many people interested in NKN as physically possible. Stop trying to impress other blockchain developers and start trying to impress the general public. Save the technical details for the whitepaper. Make the barrier to entry as low as possible without oversimplifying. Let the masses in. Make NKN go viral.


Thanks for providing the feedbacks. We have informed our marketing colleague and website developers.

Thanks for taking the time for reading my feedback. Just for fun I composed a list of all the technical words and phrases used on the homepage for each site.

Open source

Substrate framework
Protocol upgrades
Bonded tokens


Open source

Cardano and Inrupt do exceptionally well here. Ethereum is acceptable given that the technical terms Dapp and Defi are explained on the site where they are used, and most people there probably know what “cryptocurrency” means. Polkadot fairs poorly, these terms are very confusing, and it’s no coincidence that Polkdadot is the youngest of the cryptocurrencies (it appeared on Binance in September 2020). It’s very likely that as the Polkadot site evolves, many of these phrases will be removed.