Online Trademark Registration

Redesign of The United States Patent and Trademark Office (USPTO)Website
Project Details

 

Challenge: The growing amount of startups in the USA and especially in Florida results in the necessity of registering their intellectual property. Working hard on building their businesses, new companies often are in a shortage of money and time. That is why it is so important to be able to apply for trademark registration online- fast and at a lower cost.
At the same time, the current USPTO website has a very complicated application page, overloaded with all the different information. This makes business owners contact lawyers and spend extra money.

Offering a well described, step-by-step process of online trademark registration would make the applicants feel more confident in protecting their intellectual property.

Company: Fictional: The United States Patent and Trademark Office (USPTO) | IronHack Bootcamp Project

Role: UX/UI Designer

Duration: 4 weeks (September 2017)

Contribution

Lean UX Canvas

Lean Survey Canvas

Affinity Diagram

User Persona​

Mid-Fidelity Wireframes

High-Fidelity Mockups

Prototyping

Usability Testing

Tools Used

Pen and Paper 
SRealtimeboard

Xtensio
Sketch

Invision
 

CURRENT WEBSITE VIEW

USPTO website is a tricky one: at first sight, it is a modern and fully functional governmental website, providing all the necessary information in an easy way. But as soon as you open a form to apply for trademark registration you immediately get a feeling that somebody forgot to update a page in 1998. It is overloaded with non-structured information, the design of the page doesn't support the whole USPTO design, etc. The first thing you want to do- is to start looking for an attorney in order to not deal with all these. 

 

LEAN UX CANVAS


I've started working on this challenge with building a Lean UX Canvas which allowed me to define a problem and think about possible solutions, as well as the people involved.

LEAN SURVEY CANVAS


This method was you used to define the survey directiton: users, way of conducting a survey, questions.

AFFINITY DIAGRAM

Once surveys and interviews were completed, I've started gathering information and looking for patterns and common pain points.

View survey results here.

Pain Points

“I wouldn’t know where to start”

“I don’t know the process”

“Somebody else already has a Trademark I want”

“Price, Competition, Duplicates”

“How much does it cost?”

USER PERSONA​

Based on survey results, as well as information that I've got on different blogs and groups about entrepreneurship, I defined who is our user. Meet Dan Silva, Self-Driven startup founder.

Age: 35

Work: Startup Co-founder

Family: Married, father

Location: Miami, Florida

Character: Competitive, Passionate, Focused

MID-FIDELITY WIREFRAMES

FIRST USABILITY TESTING

Usability testing on this early stage showed few improvements needed. That helped me make easy changes in wireframes before I proceeded with the design of the high-fidelity prototype.

STYLE GUIDE
PROTOTYPE



High-fidelity screens design made in Sketched was transferred to Invision in order to give it the feel of using.

You can click the image to check out the prototype.

HIGH-FIDELITY MOCKUP

SUMMARY

The usability testing of a high-fidelity prototype showed that this well described step-by-step process makes users feel more confident in their plan to apply for trademark registration online on their own. The space for improvement is also there: users would like to have more detailed information about the search in the current trademark registry for already existing trademarks. Along with a 15-min video offered, they would like to have a verbal description.

Overall, users have shown a high level of satisfaction with this flow.

 

 

 

 

© 2019 by Dina Korkmazova