Online Trademark Registration
Redesign of The United States Patent and Trademark Office (USPTO)Website
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)
Lean UX Canvas
Lean Survey Canvas
Pen and Paper
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.
Once surveys and interviews were completed, I've started gathering information and looking for patterns and common 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?”
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.
Work: Startup Co-founder
Family: Married, father
Location: Miami, Florida
Character: Competitive, Passionate, Focused
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.
High-fidelity screens design made in Sketched was transferred to Invision in order to give it the feel of using.
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.