TrademarkVana is a website to allow users interested in trademarking their company/ideas and educate website visitors on trademarks and intellectual property rights.
UI/UX Designer
Design strategy
Problem framing
Information architecture
Design iteration
Feeney Law Group
04.2021-07.2021
When we search for "trademarks" on Google, people are confused about whether they need to hold a trademark. Our client hopes that more web browsers will realize the importance of protecting intangible assets. They can help startups recognize trademarks can often be considered the most valuable piece of intellectual property a business owns.
Startups in the US as of November 2021
50%
more likely to be registered successfully by attorneys (by the USPTO)
Trademark Applications out of 738,112 Refused in FY 2020
We started a kick-off meeting with the client to synchronize the previous research and reveal the motivation of why now to redesign the website during the pandemic and what they want to highlight.
Our design team's duty is to craft a better website visitor experience through in-depth research, storytelling, wireframing, and usability testing.
We interviewed 10 users who had chosen TrademarkVana as their attorney to reveal:
They all got to know each other through offline activities, and moreover, they learned about the company through the introduction of friends.
Our redesign should emphasis on...
Focus on a single high-level audience: Founders of startups
By conducting guerrilla research from the list that the client gave us, we interviewed 12 people and identified two types of users who could be our target users, attorneys and founders of startup. For our team, our duty is to know the founders of startup's behavior.
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Opportunity
By learning the business values of our stakeholders, we found current business strategies need to focus on brand reputation and advocate that it is worthy to gaining your own trademark.
Make the brand’s promotional page look more logical.
Make sure the information of each section is in its own area.
Considering that the customer's choice after browsing the trademark information is whether they need an attorney to join or not, we hope that the user's final choice will be based on the instructions of the sales funnel to choose the help of professionals.
The simple procedure could help user get to know that how many steps they will get through and the trademark application is not that complex they thought to be.
We centralize the main trademark categories on the learning center page to help users get to know the basic trademark class.
After users know the general information, we gave the signal to users that attorneys could help you do more than you thought, and encourage them protect their trademark.
We hope using inspiration stories to make users realize that what we advocate is not just stimulate them to pay for the product but get trademark does matter their business.
Other users reviews will help potential users recognize the firm that they choose to work with is the professional at this field.
If a company of the same type has successfully registered a trademark, it can increase the confidence of potential users to register.
- Improved visual and information hierarchy
🤔 All the elements appear flat with no depth.
🤔 There is a visual conflict between text and pictures.
✅ Help give these elements some distance and makes things much easier to visualize.
✅ a layer has been added to the background image to better contrast text and image
- Changed the CTA buttons' color darker
in order to be more user-friendly to those
Color-insensitive groups
🤔 Low contrast typography that makes the colors might not be legible for all.
🤔 White space makes the area visually unbalanced.
🤔 699+ Product should be more noticeable.
✅ Keep the all differences between two products.
✅ High color contrast
🤔 Anyone can leave review on website might say something bad.
🤔 Where can we see the review?
✅ Keep the all differences between two products.
✅ High color contrast
- Doing all the work online without barriers.
- Give users confidence on applying trademark.
- Get familiar with intangible assets.
- Accessibility to information.
- Allow them to support, collaborate with each other.
- Disclosing personal information authorized by attorneys to users.
One of the most valuable lessons I have learned is that getting different perspectives from my design is essential to reveal blind spots and unlock possibilities. I organized and participated in weekly design team reviews, group feedback meetings, and discussions with cross-functional partners to receive and provide feedback. Although I attach great importance to getting feedback, everyone on the team also respects the opinions and suggestions of the team members. I try to provide thoughtful feedback and think about where I can push the team.