Rnovo
100% online trademark registration platform
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About the project
Title: Rnovo - Online trademark registration platform
Type of work: PO, UX/UI, and graphic design
Client: Jarry IP
Date: February - November 2023
Challenge
Nowadays, with the rise of AI and automated processes, legal procedures appear increasingly cumbersome and exhausting. People are gradually more inclined towards automated processes where self-management prevails in the service. Hence arises the challenge of digitizing and automating the trademark registration process to enhance the number of registered trademarks globally and provide a user-friendly and easy service, eliminating legal procedures that may overwhelm the user.
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Research
How can we both humanize and digitize the trademark registration process?
To gain a deeper insight into how the trademark registration process works, we took the initiative to conduct incognito user tests, assuming the role of a client seeking to register a trademark. Our aim was to understand the human thought process that legal advisors undertake to guide their clients in providing the necessary information for comprehensive and efficient trademark protection. This exercise enabled us to map out the questioning structure employed by advisors to gather exhaustive information and understanding of the brand.
Additionally, a background study of precedents and references revealed to us that there is still no trademark registration platform worldwide that allows for a fully online process with a thought out user experience.
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Ideate
How might we create an online experience that guides the user through the legal advisor's thinking process, while keeping the journey simple and transparent?
The advisory process with a legal expert involves understanding the essence of the brand and the products or services it offers. This made us wonder how we could smoothly guide users through this unfamiliar process, keeping the experience simple and efficient. This led us to create a chatbot-style experience that mimics a conversation with a legal expert. Through a series of questions, the platform guides users towards effectively and securely protecting their brand.
Test
After several iterations, the brand registration flow was validated with a group of 7 potential users. They were asked the same questions as those in the chatbot flow, providing them with space to respond and offering necessary alternatives depending on the case.
Once the question flow was tested, the screens and their usability were tested with another 3 individuals to validate the user experience and ensure understanding of the concepts used throughout the guidance.
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Implemen
Using insights from the testing phase, the first MVP was developed. In order to achieve significant global reach for the platform, the MVP was presented to various law firms offering trademark registration services to establish strategic partnerships and enhance online registration through Rnovo. Additionally, at the national level in Chile, efforts are underway to offer Rnovo's services through Start-Up Chile - a startup accelerator created by the Chilean Government - aiming to reach emerging national brands.
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What I learned
Through testing and implementation, we recognized the significance of humanizing legal procedures for users. Nowadays, people feel extremely frustrated when facing legal processes, given the complex use of language and the amount of regulatory details to comply with. That's why Rnovo has an important task ahead to continue empathizing with the user and make the trademark registration process as easy as going to buy bread at a supermarket.
