Bill, Kevin, and Randy needed a brand and online platform to transition their in-person trademark registration services into a streamlined digital offering.

 

Anyone can file a trademark application online through the USPTO, but the application and process are quite confusing if you’re not an attorney.

 

Trust Tree is a simplified and attorney-guided service for anyone who wants to file a trademark online, but doesn’t want to step foot in an attorney’s office.

 

Our first priority was to make sure we were all in agreement about who the target customer was. Together, we created assumption personas based on common elements that in-person customers shared, as well as behaviors and thought patterns of those who tend to use the online trademark registration services offered by competitors.

 

The average business owner's experience with the trademarking process varies so much that it made sense to break the service up into levels (we called them packages) based on how much hand-holding a customer prefers. We modeled this structure after TurboTax, as users can self-select the desired level of help they receive when filing taxes online. Multi-tiered pricing also lets Trust Tree price anchor against themselves, rather than the competition.

We storyboarded the entire user experience from the first point of onboarding, to actually signing up, completing a trademark form, events that occur during that application process, and maintaining a trademark over time.