Brand Portal is a critical platform that enables brand owners to verify ownership, manage trademarks, and protect their presence on Walmart Marketplace.

I led the design of the Trademark & Brand Management experience, helping users register trademarks, understand brand relationships, and maintain a complete brand profile.

Brand Portal — Trademark & Brand Management

Role: Product design lead - Solo designer
Scope: Seller Center · Brand Portal · Walmart Connect · Marketplace Learn
Timeline: 3 months

Responsibilities

  • Reviewed and refined PRDs to ensure clarity, feasibility, and alignment with user needs

  • Facilitated cross-functional discussions across product, engineering, and stakeholders

  • Aligned perspectives and drove decision-making on product direction

  • Conducted research to identify gaps in tool adoption, user behavior, and workflow fragmentation

  • Synthesized insights to inform product strategy and experience design

  • Drove AI-driven enhancements to improve content optimization and reduce manual effort, enabling intelligent recommendations within the seller workflow

  • Identified opportunities to integrate intelligent recommendations into the brand experience

  • Translated discussions and insights into scalable design solutions

  • Iterated designs based on continuous feedback and evolving requirements

  • Presented final design solutions to stakeholders for alignment

Project Goal:

  • Centralize brand management
    Create a unified destination where brand owners can manage trademarks, brands, and their relationships across systems. Eliminate fragmented workflows and reduce the need to navigate between multiple tools, enabling a more efficient and cohesive brand management experience.

  • Improve visibility
    Provide clear, real-time visibility into trademark lifecycle states (e.g., pending, verified, rejected, suspended). Enable users to quickly understand approval progress, identify issues, and take appropriate actions without relying on manual tracking or external communication.

  • Simplify complex workflows
    Streamline the trademark registration and management process by reducing unnecessary steps, adapting flows based on user context (e.g., pending vs registered trademarks), and minimizing cognitive load. Make a legally complex process more intuitive and accessible for users with varying levels of expertise.

  • Enable scalable usage
    Design a flexible system that supports both small-scale sellers and enterprise brand owners managing large portfolios. Ensure the experience scales effectively with increasing data volume through features like bulk actions, structured data views, and efficient navigation patterns.

Key Objectives

  • Provide a status-driven dashboard for tracking the trademark lifecycle
    Design a centralized dashboard that surfaces trademark statuses (e.g., pending, verified, rejected, suspended) as the primary organizing principle. Enable users to quickly assess overall brand health, identify bottlenecks, and prioritize actions without needing to manually track progress across systems.

  • Design a dynamic registration flow for USPTO pending and registered trademarks
    Create a flexible form experience that adapts based on trademark type, requiring only relevant information for each scenario. Support both single and multiple trademark entries, while ensuring accuracy through validation and structured inputs to reduce submission errors and rework.

  • Enable bulk actions and multi-entry support for efficiency
    Allow users to manage multiple trademarks and associations in a single workflow. Introduce bulk selection, editing, and submission capabilities to reduce repetitive tasks and improve efficiency for users handling large trademark portfolios.

  • Surface brand relationships and parent entities to support decision-making
    Expose connections between trademarks, brands, and legal entities directly within the interface. Help users understand ownership structures and relationships at a glance, enabling faster and more informed decisions around brand authorization and management.

  • Introduce intelligent recommendations to help users discover associated brands and trademarks
    Leverage system signals (e.g., entity matching, naming patterns, historical data) to suggest relevant brand and trademark associations. Provide clear explanations for recommendations to build user trust and assist users who may not have full visibility into their brand ecosystem.

  • Embed guidance and education within the workflow to reduce errors and confusion
    Integrate contextual guidance, tooltips, and explanatory content throughout the experience. Clarify requirements, explain approval processes, and highlight benefits, reducing reliance on external documentation and improving task completion rates.