Redesign of FormAssembly's Data Collection Platform

FormAssembly is a leading data collection and workflow automation platform trusted by enterprises, nonprofits, and educational institutions worldwide. At its core is a powerful, no-code form builder that enables organizations to securely capture, manage, and integrate data — while staying compliant with standards like HIPAA, GDPR, and FedRAMP.

I was responsible for leading the end-to-end redesign of the platform experience, from restructuring navigation to wire-framing and delivering the final visual design.

The redesign set out to achieve the following objectives:

Create a streamlined navigation and sitemap for effortless discovery of features.

Deliver a modernized user interface that reflects the brand’s enterprise positioning.

Improve usability, accessibility, and consistency across all touchpoints.

Build a scalable design system to support long-term product growth.

This was a solo project where I handled everything from navigation restructuring and wireframing to visual design and design system creation. I worked closely with the product team to align design goals, then delivered the final UI in Figma for developer handoff, ensuring a modern, scalable, and user-friendly platform.

Overly complex sitemap made workflows unintuitive.

Weak information hierarchy buried key tools.

Inconsistent visuals caused friction and poor brand perception.

Balancing complexity with simplicity, given enterprise-scale functionality.

I streamlined the navigation and sitemap, reducing clutter and improving feature discoverability. Through wireframing, I validated user flows, tested hierarchy, and built a strong foundation for the visual design—making the platform both intuitive and scalable.

Reduced complexity with a clearer, more intuitive structure.

Validated layouts through rapid wireframing and iteration.

Built a scalable framework to support future features.

I used Figma to design and validate wireframes, focusing on user flows, hierarchy, and usability before moving into visuals. This stage allowed for quick iteration and alignment, ensuring the final design was grounded in a solid, user-centered structure.

Created low- and high-fidelity wireframes to test layouts early.

Ensured logical hierarchy and smooth user flows.

Used Figma for collaboration, iteration, and developer-ready assets.

I designed a conversion-focused landing page that combined clear messaging with a modern, user-friendly layout. The goal was to create an experience that not only reflected the brand’s identity but also drove engagement and sign-ups.

Applied clean visual hierarchy to guide users toward key actions.

Optimized layout for conversion and user engagement.

Ensured responsive and accessible design across devices.

I crafted a user-centric solution page that clearly presented FormAssembly’s offerings while simplifying complex information. The design focused on clarity, engagement, and guiding users toward key actions.

Designed a structured layout to make solutions easy to scan and understand.

Highlighted core features and benefits with visual emphasis and concise copy.

Ensured interactive elements and responsive design for seamless experience across devices.

Higher Conversion Rates: Clearer navigation and simplified forms reduced friction, leading to increased sign-ups and product adoption.

Increased Website Traffic: The refreshed interface and improved user flows boosted engagement and retention, driving more repeat visits.

Improved Brand Perception: A modern, cohesive UI positioned FormAssembly as a trusted, enterprise-grade platform, reinforcing credibility with both new and existing users.

Design Scalability: A flexible design system reduced inconsistencies and accelerated future updates.

Simplification fuels growth — usability improvements directly impacted conversion and engagement.

Early validation saves time — wireframing and testing reduced costly revisions later.

Design = Brand perception — visuals and usability together shape how customers trust and value a product.

👉 Experience the redesign here: FormAssembly