Digital Forms : A UX Case Study
This case study is my attempt to understand & make digital form experience better. I am sharing my design process, insights of journey for very first case study.
As a UI/UX learner, I was looking around to design something that will be meaningful, something through which I can apply my design learnings. I already had few poor form experiences hence I thought I can start here, something simple and basic (okay, that was my first thought, people change)😅In this case study, I am focusing more on applying key things I learned in design process, understanding the meaning & importance of digital form designs and how to make form experience better for user.
What is the Problem?
The world is travelling towards digitalization at faster pace than ever, moving to next billion of users, “forms are the linchpins of ecommerce, social interactions, and most productivity-based applications.!” Digital Forms are same as of paper document used to collect data, but in much more faster, less costlier, more time saving, more physical space saving way.
But digital forms are not that easy after all, e.g For Expedia, form cost them around $12 Million🤯, users were going to site, entering the travel information, going through whole process, they were clicking on buy now but not completing the transaction, well on research it turned out, field name were making user fill incorrect details, confusion. And there are so many similar examples to this, when the form goes wrong, it can totally drive users away, plunge the revenue of your product, basically you can loose thousands of dollars, yes very painful! And yet, so many websites, applications have forms poorly designed from experience perspective.
As a person who browses a lot through internet, see 10 different types of application everyday, I was quite aware of forms, the variety they hold, and what makes them different from another or say what makes good forms good!
But I did ask myself, the more obvious question, is this a really problem? is it something worth of solving? Why does this topic matters?
To proceed further I decided to do secondary research ( The type of research you can perform when there is already existing data). I started reading through articles, journals, blogs and books to dive deeper.
Asking 5 Why’s
- Why should we care about form design?
- Why are forms placed mostly in the beginning or end? as in Why we can’t just skip them in beginning?
- Why can’t we be more creative while making form?
- Why experiencing of forms is important?
- Why I should follow the entire process for already established topic?
Snips of few articles & books :
I got answer to 4 of my Why’s through reading blogs, articles, searching & researching keywords in different different way.
- As it is said, forms are already annoying! while it is said, designing it meticulously is must!
- Forms are mostly either starting or exit point of users journey on application, when they came in surprise, it has chances of business impact, and you can loose your customer & probable money.
- While reading through the book “ Web Form Design Filling in the Blanks by Luke Wroblewski ” I read this one incident, where company had to undergo loss of around $ 30 Million or more maybe because they placed Login or Register form after user click checkout button!!
- Well be creative, But just don’t ruin the experience and form functionality with your some beyond the world creativity! Anything you can add to make it smoother is great! (At least this is what I understood 😂)
There were so many things I came across about form designs while researching, so many experiences, feedbacks, examples, do’s and don’ts. It was finally the time that I start putting it together to make more sense from it. Basically to understand what is exact problem?
Unless & Until it is not you drowning in the water, you won’t learn to swim!
( The great me telling myself)😁
Since I wasn’t much sure about the many of other practices related to forms, it was necessary to validate them and identify them. To do so, I started interface analysis of forms,
Key Points From Analysis :
Before heading towards ideation, it was much needed to sort out major user pain points so that the solution make more sense, solution which can add reference for all categories. Again while moving to next billion users, our designs needs to more inclusive, more thoughtful.
Persona Analysis :
“Persona is a representation of the real target audience data, collected in previous research phases such as user interview. Personas are archetypical users whose goals and characteristics represent the needs of a larger group of users.”
I crafted two personas here to address totally opposite types of user base to gain more view of “Design for all”, I additionally thought of having one more for specially abled people.
From everything that I collected till time, the more important decision was how am I going to put them all in UI! Since I didn’t wanted to play around more aesthetics, I designed UI keeping in mind UX laws and more importantly prioritizing user goals & functionality. Also, I made sure to eliminate all those issues highlighted while analyzing the form designs.
Paper Sketching :
This is just so good, visualize some new idea and draw it with pen paper, before it leaves your mind.😅
“Just because something looks good doesn’t mean it’s useful. And just because something is useful does not make it beautiful.” — Joshua Brewer, Co-founder and CEO of Abstract
Lessons learned, & what next!
Writing your first case study, something you can never experience again, you want to put the best of what you have done, best of just everything. But when you finally start putting it, it feels like we are short on words, short on better designs, what if this is not good enough!🤔
It is important :
Entire process is, important, truly, as much as appealing it is to directly get to UI, and make something amazing, there are literally chances that you will fail miserably. When you do follow the process, you think about product and not just look, you have soo many chances of iterations that to at really faster pace, and that helps you to make product which users will love and not just in aesthetics perspective but Experience!
Yes my lesson while writing the first case story!
Thank you for reading, Looking forward for feedbacks 💜
please excuse my humor & hit claps if you have enjoyed reading the article😄