Heirlume/Haloo
Heirloom/Haloo has the ambitious vision of automating the process of trademarking using the power of AI. My role was to help them transition their business model from being partly offline, to being entirely online. Using the end to end human centred design process.
Key project challenges
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Satisfy a highly ambitious and demanding client
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Simplify a complex task of trademarking for anyone to understand
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Provide a solid foundation for Heirlume to change their service delivery
My role
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Lead the project
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Conduct research
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Present to stakeholders and client
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Iterate designs based on feedback and insights
01.
Provided a really efficient way to do a trademark application.
02.
Reorganised the IA so information is right where users need it.
03.
Created a more profitable service offering.
04.
Simplified a complex process into a simple journey.
Project achievements
My project activities
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The process
Understand the vision for their business
We conducted a series of stakeholder interviews and workshops to understand the key objectives and goals for the service.
​'We want to be the GoDaddy for trademarks!'
Develop a baseline
We needed to know how their service was performing now. So we listened in on service calls, conducted some competitor analysis and spoke with their customer service workers to gather customer insights.
​'They really helped us through a complex process.'
Understand who their users are
Through a series of depth interviews with existing clients of Heirlume we constructed 4 key personas. This was key to understand how the business could continue to answer their needs and evolve to a digital only model.
​'I don't know anything about trademarking, I wasn't even sure I needed it.'
Illustrate the opportunities
Once we understood the existing service and users, we then needed to map how the future of the service would look like. With the technical capabilities incorporated we aimed to retain the good, and improve the weak points.​
'This is a long process, it is hard to be confident I will be successful.'
Create a new flow and test
Next step was to design a prototype of the new user journey in Axure and test it on real users. See if we can bring this self serve journey to life!
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We did 2 rounds of testing, and several iterations on the designs, getting feedback from the client multiple times per week.
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'This was so quick and simple.'
Report to the client
We brought the client through the design process every step of the way. We wanted them to hear results from the user testing and to buy into the proposed new direction. We provided reports and videos.
Establish the IA
To facilitate technical conversations and allow tech to work in parallel we mapped the new site. We also wanted to establish a new IA so information was easier to find, as users really needed reassurance.
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'I am new to trademarking, I need to find information easy and to understand it.'
Iterating on the designs was difficult with a bullish client determined to take a complex process and make it simple. The low education of users, meant the interface needed elements throughout the journey to assist and inform. They needed to be confident their trademark would be successful, and Heirlume/Haloo was a reputable method to achieve this.
We then worked with the client visual designer to establish the final designs.
Outcome
This project was at major step towards transforming trademarking into a fully self-serve digital experience. Making a complex legal process feel simple, fast, and approachable. By bringing the service entirely online, we helped Heirlume/Haloo take a major step toward realising their vision of AI-powered, automated trademarking.