Challenge
Design an app that connects people with quality healthcare globally regardless of language barriers.
Time Frame
10 Days
Tools
Balsamiq
Adobe XD
Solo Project
UX Researcher
UX Designer
Google Docs
Zoom
Business Objective
Doctory envisions a medical app that connects people to quality healthcare that's already available. Their goal is to build a social enterprise that funds itself.
Overview
Poor quality care has caused between 5.7 and 8.4 million deaths and $1.4 to $1.6 trillion each year in lost productivity. Global quality healthcare is measured by safety, effectiveness, timeliness, efficiency, equity, and person-centeredness.
Person-centeredness is measured based on patient reports of quality and satisfaction.
When people help provide these reports, they will help improve the quality of healthcare globally.
Process
Market Research
Trademarking used to be a legal service designated only to lawyers who practiced trademark law. Now there are numerous third-party companies that offer trademarking services for a wide range of fees. They offer the same services such as trademark search, application, statement of use, monitoring, extension filing, mostly using lawyers but in some exceptions without lawyers. Directly hiring trademark lawyers cost almost double that of the third-party services but provide a personalized service with legal security.
Empathize
The team had zero knowledge and experience with trademarking. It was important for us to learn the trademark process and understand the users' experiences with it so we conducted empathy exercises on our own. We each tried to trademark different ideas with USPTO and sign up with third-party services.
User Interviews & Surveys
Participants
-
10 people interviewed through Zoom.
-
3 people responded through surveys sent out on Reddit, Quora, and Intel Prop Law Forum.
-
All participants had experience with trademarking or patenting with USPTO.
Affinity Map on Miro
Key Insights
-
The process is daunting and hard to keep up with. 80% hired or consulted lawyers who they thought would handle it best.
-
Third party services make it less complicated but have hidden fees.
-
Trademarking is a hard and expensive process for novices. Experienced trademark lawyers are expensive and do not always explain the process to clients.
Persona
Information Architecture
The team’s bigger task is to help make it easier for people to go through the trademark process on their own. Users needed to have easy to follow instructions on trademarking, simpler process to follow, search and tracking tools, transparency with fees, and ability to keep track of their applications.
Sitemap
Ideation
The team brainstormed ideas using the design studio method through Zoom. We were inspired by some aspects of the third-party services websites and non-related websites such as the Domino’s Tracker and Turbo Tax which makes a government process simplified.
.png)
Wireframes
During the project, the client was able to provide us two of the four workflows users will need. The client is working with a lawyer to create content so we focused on building out the pages of the website based on the features users needed to confidently and successfully trademark on their own.
.png)
Style
MyTM's current color palette is very similar to some third-party companies. In order to stand out we opted for a lighter, teal blue and added in the bold red for some pop. We also added the navy blue for a sophisticated look as well as the gray and white colors to keep a professional feel.
Usability Testing
Participants
-
7 people interviewed through Zoom.
-
All participants had experience with trademarking or patenting with USPTO.
Key Insights
-
Overall users found that the site was user friendly and simple but some were confused with wording such as “Office Action Response.”
-
Some users mentioned that the site did not compel them to want to get a trademark so we addressed this by implementing a section on the homepage as to why users should get a trademark and then explain below how MyTM can be of help.
.png)
.png)
.png)
Prototype and Iterations
Homepage
.png)
Trademark Application Workflow
.png)
Sample breakdown of one step of the application process with a pop-up for more information so users don't get overwhelmed with data.
.png)
Next Steps
Further testing needs to be done, especially when more content is added with accompanying short informational videos. A future development that would be of great value to users would be to allow them to submit forms directly to USPTO through the MyTM website. Other opportunities would be to expand services to include patents and other intellectual property applications.