Background
I worked on this project as part of the AspenAI team, which was a subsidiary of Pintas & Mullins (P&M). We built this application specifically for P&M with the intention of eventually marketing it to the public as part of broader SaaS platform.
P&M had hundreds of live landing pages with webforms. They had strong data to suggest that employing web forms with logic (forms that change in real time depending on how users answer questions) would dramatically reduce the workload of our intake staff.
Prior to building this application, P&M used a third-party SaaS company (SimplyConvert) to build our webforms because generic form builders like Google Forms and Instapage were not built for our high volume. We faced two main issues working with SimplyConvert: 1) All changes for forms and new forms had to be executed by them, and 2) the service was cost-prohibitive.
Role and Duration
I led our competitive analysis, user research, UI design, and usability testing. I also worked closely with developers and stakeholders on product strategy.
I worked on this, among many other projects, for close to a year.
Competitive Analysis
SimplyConvert had the features we needed, but not being able to create and edit forms internally was unfeasible for us.
And naturally, the generic landing page and form builders lacked the specialized features we required.
Concept 1
This first concept took structural cues from popular enterprise landing page builders like Unbounce and Instapage. Though intuitive, it was not ideal for showing the different “post screening paths” that users would go on after submitting the form. Additionally, in AB tests, participants found the overall structure of Google Forms to be more intuitive.
Concept 2
Our second concept employed the single column layout of Google Forms with partitioned sections at the bottom for the "Qualified" and "Auto-reject" paths.
Though this was more intuitive that the first concept, the layout was difficult to navigate when creating complex forms.
Concept 3
The third concept allowed users to create the form as a flow-chart, which made it easier to keep track of the sprawling paths.
In usability testing, participants preferred this version because of how intuitive it was to set up, review, and edit form logic.
Next Steps
Continue building out concept 3.
Incorporate an analytics dashboard.
Mockup Image by aleksandr_samochernyi on Freepik