Improving the experience for our customers
In my role as the CX Administrator for Trademarks, I work collaboratively with both customers and colleagues of various disciplines, all with the goal of improving digital products and service delivery along the entire customer journey for trademark filers.
Redesigned application system
For over 20 years, customers had to use the same, antiquated online forms to apply to register a trademark. To improve the experience for our customers and provide internal efficiencies by encouraging higher-quality, more complete applications coming in, I advocated for and led the use of human-centered design principles to create a more clear, consistent, and intuitive experience for trademark customers.
Responsibility: Co-product owner of Trademark Center
Tasks: Facilitated stand-ups in Agile environment, oversaw customer research plan and execution, integrated user testing into development cycle, directed work of business analysts and developers, and managed relationships with internal and external stakeholders.
UX Research: Designed survey and feedback forms, designed and oversaw multiple rounds of usability testing, coordinated interviews with closed beta and open beta users, presented to Trademark Public Advisory Committee and internal stakeholders.
Accomplishments: Successful launch on January 18, 2025, fulfilled commitment to the American public. The customer satisfaction scores already exceed previous benchmark among business owners and entrepreneurs.
Wrote: Improving the experience for trademark customers | USPTO
Better website experience for small businesses and entrepreneurs
To help build a strong foundation for new or inexperienced customers, Trademarks redesigned the Trademarks basics section of www.uspto.gov based on customer survey analysis, co-creation with staff of different subject matter expertise, and usability testing with users.
This redesign improved accessibility and ease of use for customers new to trademarks and without legal expertise, such as entrepreneurs and small business owners.
92.2% of customers indicate the page is Helpful as opposed to Not Helpful for all 21 new or redesigned webpages
Customer satisfaction scores for first-time visitors increased from 69 to 71 on a 100-point scale in a three-month pre- and post-redesign analysis. Customer scores also increased in areas of information browsing and clarity in this analysis.
User research to inform decision-making
To gain greater insight into our customers’ needs, I led the design and launch of four new surveys along key moments that matter along our customer journey. I inherited surveys on the website and contact center, and I built trust with stakeholders and worked with product leads to design surveys on the application system, search system, status and documentation system, and outreach and education programming. I led a cultural change to begin using insights from this on-going customer research to continuously improve service delivery.
Transparency and accountability for CX
The U.S. Patent and Trademark Office is designated a High-Impact Service Provider under OMB Circular A-11, Section 280, and I have led the fulfillment of all requirements under the guidance from 2019 to 2025, including conducting a customer experience capacity assessments and developing customer experience action plans.
Review our CX commitments, performance, and accomplishments Performance.gov.