Shape Scroll's Ecosystem
Duration: Sep 2023 - Jul 2025 | Role: Product design lead/Design manager
At Scroll, besides building a design team from ground up, I am proud of two initiatives. One is the design of Scroll Canvas, a platform for users to build on-chain identities through attestations—driving the highest transaction volume and user growth from a single app in the ecosystem.
#Grow the ecosystem
1. What is Scroll Canvas
Scroll is a zk rollup scaling solution for Ethereum. As a blockchain network, Scroll exists to make building on Ethereum faster, cheaper, and more reliable, while staying true to its foundational values of openness and decentralization.
In designing products for Scroll, we believe in building tools that serve as catalysts for the ecosystem growth, not to compete with the ecosystem proejcts. One key challenge developers face is building long-term relationships with their users. While they can deploy contracts or ship features, connecting meaningfully with users on-chain remains difficult.
Canvas was born to solve this challenge while creating a new layer of interaction between projects and users. Canvas is an attestation service built on the Ethereum Attestation Services (EAS) that allows projects to issue credentials, user achievements and memberships. For users, this becomes a way to shape their on-chain journey on Scroll. For developers, it offers a new layer of interaction—projects can both issue and read attestations (“badges”) to offer personalized experiences and deepen engagement. 
In designing products for Scroll, we believe in building tools that serve as catalysts for the ecosystem growth, not to compete with the ecosystem proejcts. One key challenge developers face is building long-term relationships with their users. While they can deploy contracts or ship features, connecting meaningfully with users on-chain remains difficult.
Canvas was born to solve this challenge while creating a new layer of interaction between projects and users. Canvas is an attestation service built on the Ethereum Attestation Services (EAS) that allows projects to issue credentials, user achievements and memberships. For users, this becomes a way to shape their on-chain journey on Scroll. For developers, it offers a new layer of interaction—projects can both issue and read attestations (“badges”) to offer personalized experiences and deepen engagement.
2. Overview of Canvas experience
A quick overview of Canvas experience before we dive into the details. The main user journey for Canvas is as follows:
User mints a Scroll Canvas with a heartbeat and a username -> They explore badges to mint -> They can Customize which badges to showcase on the Canvas -> Share their invite codes with friends and both of them earn rewards.
3. Design principles
Design principles are aimed to bring out the value of the product. As our product is aimed to catalyze Scroll's ecocystem, instead of competing with it, I defined the design principles explicitively to highlight each project's badges, instead of being overshadowed by Scroll's brand.
The three core design guiding principles are: Brand neutral, Personal & Simple.
Brand neutral through a minimal dark mode
To highlight each project's badge art and avoid inserting another brand layer between the user and the project, I removed Scroll’s light mode and signature graphics, opting instead for a minimal dark mode style. Personal through unique heartbeat
To create a more personal experience, I placed user-centric content at the center of the Canvas. However, displaying just a username felt too empty. I ruled out using profile pictures—they felt generic and uninspired. Instead, I introduced a dynamic heartbeat. Its speed reflects the user’s activity on the Scroll chain over the past seven days. As the heartbeat quickens, its color becomes more vibrant, adding energy to the Canvas. Each user’s heartbeat is also visually unique—generated using a randomized Fourier Series equation that mathematically encodes Scroll’s DNA into the design.Simple through straigtforward layout
Because badges are permissionless, each project is free to display them however they choose. Canvas is meant to serve as a simple reference—not a rigid standard. For layouts with 12 badges or fewer, I designed a clockwise grid that scales dynamically up to 48 tiles. This limit ensures the smallest badge size still meets mobile tap target guidelines, providing a smooth and accessible interaction across devices. The goal is to keep things intuitive and seamless, no matter how many badges a user has or what screen they're using. 4. Canvas Iterations
Users are unsure what to do with Canvas. In the initial version of the experience, after minting Canvas, users were dropped into a blank space with only basic tooltips for guidance. To address this lack of clarity, I added step-by-step onboarding and encouraged users to learn by minting their first badge upfront.
No incentives to invite friends.
In the user testing, event though user said they liked the idea of Canvas, they mentioned they don't have a lot drive it share it with friends if we only enables a simple invite code. To create mutual value, we introduced a small 0.001 ETH mining fee. On one hand, it helps deter spam; on the other, it serves as a lightweight growth hack—rewarding both the inviter and invitee with onchain benefits. The program gained momentum rapidly, with growth spreading like wildfire. Our top inviter has brought over 7,000 new users into Canvas and Scroll got free marketing on social media.
5. Canvas Impact
We broke EAS’s service on our launch day due to overwhelming demand. Since then, Scroll has remained the No.1 chain on EAS, with more attestations than Base, Optimism, Linea, and Arbitrum combined. You can check out the result at dune
#Design with community
The challenge: We wanted to create a character that truly represents Scroll and strengthens our brand identity—but we didn’t know what would genuinely resonate with the web3 community.
The idea: I launched a sticker contest inviting participants to design a unique character and submit two stickers: One featuring “Rock & scRoll” and One based on any Scroll-related meme of their choice.
The prize: Winners were chosen through a community vote on Discord. The top winner received $1,000, while four runners-up were awarded $200 each.
My role: I planned and managed the entire Sticker Contest project, including all design, communication, and coordination efforts.
Impact: The contest became one of Scroll’s most engaging community initiatives, generating over 200 submissions and more than 900 likes on the most popular entries. Beyond surfacing fresh creative talent, it played a key role in co-creating and evolving Scroll’s visual identity with the community.
The idea: I launched a sticker contest inviting participants to design a unique character and submit two stickers: One featuring “Rock & scRoll” and One based on any Scroll-related meme of their choice.
The prize: Winners were chosen through a community vote on Discord. The top winner received $1,000, while four runners-up were awarded $200 each.
My role: I planned and managed the entire Sticker Contest project, including all design, communication, and coordination efforts.
Impact: The contest became one of Scroll’s most engaging community initiatives, generating over 200 submissions and more than 900 likes on the most popular entries. Beyond surfacing fresh creative talent, it played a key role in co-creating and evolving Scroll’s visual identity with the community.
Check out our top 10 finalists in our annoucement page. I also collaborated with the winner Milliondollars to create a set of emojis and stickers for online and offline engagement
Reflection
Design at Scroll is different. It’s no longer just about building products to attract and retain users. As a blockchain, Scroll depends on others building on top of it. That shifts the role of design—from crafting isolated experiences to creating a platform that inspires others to build and design alongside us. It’s about scaling through community—and I’ve learned how to approach these kinds of programs through hands-on experimentation.