User Experience Research into IP Australia’s Trademark Search
TrademarkVision & IP Australia
This project is commissioned by IP Australia and TrademarkVision, a digital enterprise currently providing artificial intelligence capacity to improve the trade mark search function on the IP Australia website. The project has three goals: to identify who, beyond professionals (i.e. IP Lawyers), are using the trademark search function of Australia’s online services; understand, map, and evaluate user experience of this group, especially new and emerging users such as entrepreneurs and; make recommendations for research and development, and design to improve user experience in the future
The outcome of this research project is not limited to the technical evaluation of the existing service. Rather, the project generates a more nuanced understanding of the opportunities and challenges of using trademark service within Australia so that the service could be better imagined and designed to bring broader benefits to Australian society (e.g. economic, social, and educational).