Brand Registry homepage
Brand Registry is a suite of tools designed to help brand owners manage and protect their brands. Brand owners often expressed difficulty navigating to the right place through the homepage and expressed frustration with the lack of communication and status updates. I was tasked with leading the re-design for the Brand Registry homepage, improving user navigation and experience through usability and concept testing.
Timeline
May 2022 to August 2022
Outcome
128.6k eliminated contacts and $1M in savings
Contribution
Research, Ideation, Workshops, Concept Testing, Negotiating, Prototyping
Team
Brand Protection Experience team
CONTEXT
What is Brand Registry?
Brand Registry is a suite of tools designed to help brand owners manage and protect their brands. These tools include Enroll a Brand, Manage Intellectual Property, Manage Selling Accounts, Report a Violation, Impact Dashboard, and more.
Image of current Brand Registry homepage
What problems are Brand Registry’s users experiencing?
Jessica
Small business owner
“The homepage is confusing and hard to navigate that I always end up giving up before I can find what I need.”
Matteo
Business admin
“I never see or get any updates from Amazon so I am not sure if I am using Brand Registry correctly”
PROCESS
Discovery & Research
Project kick-off
Workshops
Card sorting study
Concept & Validation
Low-fidelity Card Concepts
Homepage Concepts
Design
Sync with sister UX team
High-fidelity design
Responsive design
Deliver
Engineer walkthrough
Design handoff
DISCOVERY & RESEARCH
I held three workshops with six different teams to understand each teams needs, identify requirements and ideate potential concepts
There were a total of 10 exercises spread across the 3 workshop sessions. Below is a sample of the type of exercises I designed and led:
The goal was to understand the needs of each department for the Brand Registry Homepage and see where we could align.
Before jumping into ideation, I wanted the stakeholders to consider our personas' problems by drafting problem statements and voting on which issues to prioritize.
As a team we brainstormed potential cards to place on the homepage and how the homepage would ideally look like for each persona.
After the workshops, I worked with a UX researcher to affinity diagram the needs & wants supplied by from the six departments. The goal was to generate, organize, and consolidate the workshop notes by finding relationships between them and defining the needs.
💡 Finding #1
A need for comprehensive training materials and user guides to support successful tool adoption.
💡 Finding #2
Want to provide real-time system visibility through live updates and alerts to keep users informed of system status.
💡 Finding #3
Multiple teams want robust user performance tracking and data visualization capabilities.
CONCEPT & VALIDATION
I worked with a UX Researcher to conduct a card sorting study where we asked 15 brands to prioritize potential homepage cards identified from the workshops.
This process helped me differentiate between features that brands considered essential versus those they viewed as desirable but not crucial. I then compared the brands' prioritizations with our team's assessments to determine which cards to develop into concepts.
Sample card sorting results
I designed 3 homepage concepts featuring 5 different card types that both users and stakeholders identified as must-haves. I then tested these concepts with users to gather early feedback.
This led to an initial homepage concept that incorporated the most-favored card concepts.
DESIGN
Following multiple iterations and collaboration with engineering and product teams, I completed the final homepage design and handed it off to my team.
REFLECTION
⏳ As my first corporate work experience, I learned extensively during my 12-week internship. Managing three concurrent projects taught me crucial skills in prioritization and careful time management.
👩💻 One key learning was stakeholder collaboration. Throughout the internship, I worked closely with UX researchers, UX writers, project managers, and software engineers. Including stakeholders throughout the design process proved valuable for identifying needs, creating shared understanding, maintaining alignment, and delivering better user outcomes more quickly.
✍️ While designing the homepage card concepts, I learned that cards must go beyond mere information delivery. Interactive cards with multiple purposes help increase user engagement
View my other projects