Screenshots of the IPONZ website homepage on desktop and mobile devices

NZ Intellectual Property Office website

Ministry of Business, Innovation and Employment

A tool for DIYers and professionals alike — demystifying and guiding people through the process of protecting their IP. The IPONZ website is NZ's authoritative source of information about Intellectual Property (IP), as well as the starting point for IPONZ's application processes.

Screenshots of the colourful IP type panels

For experts and novices alike

The key design problem was a tension between the needs of expert users (like IP lawyers who spend their days managing IP on behalf of clients) and small business owners and the public, who often over-estimated their own understanding. This gap in understanding led to close to 50% of all trademark applications being rejected, costing both parties substantial time and money.

Clear and relevant

For small business owners and the general public, the site provides plain-English explanations of the IP types, focusing on the most relevant details, backed up by just-in-time checks on the user's understanding to support their decisions. The site demystifies IP, supports the user in achieving their goals and presents relevant content beautifully and simply — changing what could be a dry, text-heavy and technical site into an accessible, elegant and engaging one.

Screenshots on desktop and mobile of a content page from the website
Display of four IP types on mobile screens
Screenshots of the Manage IP section of the site that has a dashboard style design

Direct-access for experts

Experts, such as IP lawyers, can directly access to specialist search, transactional systems and technical information they used every day through a dashboard called "Manage IP". 

IPONZ is already seeing the difference too — getting positive feedback from their harshest critics: New Zealand's IP experts, whilst experiencing a decrease in problems with applications.