FROM IDEAS TO ASSETS
MAKING INTELLECTUAL
PROPERTY WORK
FOR EVERYONE

CHALLENGE

Many businesses, entrepreneurs, and creators struggle to see how protecting their ideas can translate into real commercial value. Intellectual property (IP) is often perceived as a complex legal hurdle rather than a strategic tool for growth and innovation. The challenge was to transform perceptions of IP, making it more accessible and relevant to a diverse range of users, from artists and researchers to business owners and investors.

PROJECT OVERVIEW

We conducted a behavioural analysis of how different groups engage with IP, identifying key barriers, motivations, and misconceptions. Using behavioural personas and systems mapping, we explored how businesses and individuals navigate the decision-making process around protecting their ideas.
Working closely with designers and industry experts, we developed a user-friendly platform that simplifies IP, demonstrating how it can be a powerful asset for professional success and long-term security.

WHAT WE DID

  1. Behavioural Research & Analysis

    • Analysed expert interviews to uncover misconceptions and knowledge gaps in IP engagement

    • Developed behavioural personas to capture different user types, their motivations, and barriers to adoption

    • Used systems maps to visualise key influences on decision-making and identify leverage points for intervention

  2. Intervention Design

    • Collaborated with designers to create a clear, intuitive platform that makes IP protection easier to understand

    • Developed practical tools and interactive features to help users see the commercial and personal value of protecting their ideas

    • Crafted engaging messaging and educational content to shift perceptions of IP from legal complexity to real-world opportunity

  3. Stakeholder Collaboration

    • Worked with legal and business experts to ensure recommendations were practical and commercially relevant

    • Aligned the platform with real-world professional and creative processes, making IP an integral part of career and business strategy

    • Led stakeholder workshops to map behaviours around IP engagement and prototype solutions that make intellectual property more accessible and commercially valuable

OUTCOME

This project transformed the way individuals and businesses think about protecting their ideas, shifting IP from an abstract legal concept to a practical tool for security, innovation, and long-term success. By using behavioural personas and systems mapping, we created a solution that makes intellectual property protection more intuitive, valuable, and actionable, helping people across industries turn ideas into tangible assets.