Unifying Forms Ecosystem

Pooja Junnuri

Interaction Designer

UX Researcher

UX Designer

Dovetail

Figma

Google Analytics

About ACTO

ACTO is a SaaS application tailored for Life Sciences learning platforms. Its goal is to assist biopharmaceutical and medical device companies by providing a comprehensive, multi-channel learning experience for their sales representatives.

Project Deliverables

Stakeholder interviews

User flows

Audit report

Wireframes: Low & Mid-fi

Executive Presentations

Prototypes

Handoff documents

Team involved

UI Designer

UX Writer

UX Researcher

Product Manager

Core Experiences

Gif: Before after pictures of core experiences

Final Testing Results

Fig: Final testing results acquired from Pendo analytics & NPS survey

Feature request

In Q2 2023, form submission support tickets surged by 215%, prompting upper management to prioritize form redesign.

⚠️ The Challenge: Unify entire forms ecosystem without hurting existing architecture of the platform.

Target Metrics

Fig: Goals set by stakeholders

Research Plan

Our research combined quantitative analytics with qualitative insights, revealing specific issues and unexpected patterns. By including stakeholder input and competitive analysis, we ensured alignment with business goals and industry standards.

Primary Research

User Interviews: Conducted 20 in-depth interviews with users across different roles

Usability Testing: Ran 20 moderated sessions on existing forms

Stakeholder Interviews: 15 interviews with internal teams (Sales, Customer Support, Product)

Secondary Research

Competitive Analysis: Evaluated form designs of 10 leading platforms

Literature Review: Analyzed 25 academic papers on form design and user psychology

Pendo Analytics

Feature stickiness was low at 15% (Daily Active Users / Monthly Active Users)

Drop-off rate was high at 68% for forms with more than 10 fields

Average time spent on forms was 8.5 minutes, 70% higher than industry benchmark

Form error rate peaked at 35% for complex, multi-page forms

Key Findings

Insights to actionable steps

Design

Form Selection

From gathered insights, it was evident that the users have been frustrated with the form selection for two main reasons, confused terminology as per the usecase and the number of fields and clicks where too many considering the initial steps.

Fig: Finalized after form selection after 4 iterations & user testing

Questions creation

Optimized question level actions by prioritization from research insights that has resulted in actions placement that are high priority has been displayed upfront and the actions that are scondary have been placed in the question level menu.

Fig: Question level layout optimization

Form layout

Form layout and the entire questions creation in the form has been done keeping users form fitgue in mind by disclosing necessary fields upfront and keeping the rest of them as progressive disclosure.

Fig: Form level changes made to lessen form fatigue

Design Delivery

For seamless design delivery, I conduct demo meeting, Q&A connect, and slack channel dedicated to the feature implementation with loom recording of the entire feature and handoff documents of userflows and flowcharts.

Failures & Iterations

Initial prototype increased completion time by 2 minutes Solution: Redesigned form layout to group related fields

New error messaging confused 40% of users Solution: Rewrote error messages using plain language

Users found modal popup not as helpful as we thought, it only made them feel like an extra step Solution: Taking down popup and replacing it with inline details while selection

Final Testing Results

Fig: Final testing results acquired from Pendo analytics & NPS survey

Key Learnings

Like this project

Posted Aug 3, 2024

Redesigned forms, boosting task completion from 62% to 94%, cutting support tickets by 90%, and raising user satisfaction from 4.2 to 8.7/10.

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Clients

ACTO