{"id":230,"date":"2023-08-08T21:27:33","date_gmt":"2023-08-08T21:27:33","guid":{"rendered":"http:\/\/werkstatt.fuelthemes.net\/werkstatt-agency-simple\/?post_type=portfolio&p=230"},"modified":"2025-01-31T20:47:14","modified_gmt":"2025-01-31T20:47:14","slug":"formplus","status":"publish","type":"portfolio","link":"https:\/\/soniaeno.xyz\/?portfolio=formplus","title":{"rendered":"Formplus"},"content":{"rendered":"[vc_row thb_full_width=”true” thb_divider_position=”bottom” css=”.vc_custom_1473585318847{padding-top: 8vh !important;padding-bottom: 8vh !important;background-color: #f0f0f0 !important;}”][vc_column]\t
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Overview<\/h3>\n[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ animation=”animation right-to-left”][vc_column_text animation=”animation bottom-to-top”]Formplus is a cloud-based, enterprise-focused data collection SaaS<\/strong><\/p>\n

It helps users gather data from multiple channels, storing this data in any endpoint they choose. Formplus was founded in 2014 and headquartered in Leeds, United Kingdom.<\/p>\n

We conducted user research with about 20+ users to redesign the User Experience of Formplus. With the new design, we were able to improv e customer retention, and the company secured a google grant in the same year.[\/vc_column_text]\t

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Brief<\/h3>\n[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ animation=”animation right-to-left”][vc_column_text animation=”animation bottom-to-top”]Although Formplus has a significant amount of users and a stable acquisition rate, there was a need to improve customer retention.<\/strong><\/p>\n

The company began to notice that although customers were signing up and finding the product useful, it was a little difficult to get these customers to either become paying customers or to get them to use the service for the long term, thereby improving the company’s revenue.<\/p>\n

This goal would later encompass a series of projects, features and changes to the platform. Some of which would be detailed below.[\/vc_column_text][vc_empty_space height=”20px”][vc_column_text animation=”animation bottom-to-top”]Objectives of project<\/strong><\/p>\n

1.<\/strong> Retain ease of use<\/p>\n

2.<\/strong> Make interface relatively simple to use<\/p>\n

3.<\/strong> Rethink key features by understanding user needs[\/vc_column_text][vc_empty_space height=”20px”][vc_column_text animation=”animation bottom-to-top”]My Role<\/strong><\/p>\n

For the period of time I worked at Formplus, I was the sole product designer on the project. I majorly worked with the product team on the product discovery, research and ideation phase, And then subsequently with the entire team to bring the project to life.<\/p>\n

I was responsible for;<\/p>\n

1.<\/strong> Conducting one on one user interviews with existing users<\/p>\n

2.<\/strong> Re-designing, prototyping and shipping all mockups<\/p>\n

3.<\/strong> Conducting usability tests[\/vc_column_text][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” thb_divider_position=”bottom”][vc_column][vc_column_text]\n

Process<\/h2>\n[\/vc_column_text]\t
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My Design Process<\/h3>\n[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ animation=”animation right-to-left”][vc_column_text animation=”animation bottom-to-top”]My process for each project might differ slightly based on varying factors. However during my time at formplus, my process remained relatively the same.<\/p>\n

Usually, I\u2019ll start with defining the problem, understanding the limitations of our present solutions, do a little competitive research, to see how our competitors solved the same problems and how they falter. Then, I\u2019ll ask team members for their ideas on the problem, present my findings and gather all my insights.<\/p>\n

After making my notes, I sometimes brainstorm with the project manager and some members of the frontend team to understand the boundaries that the existing codebase provides before I start designing.<\/p>\n

However, some tasks are different and may require more extensive research, gathering user data, conducting an AB test and etc., An example is the redesign of the reports page where we had to seek feedback from the users. We sent surveys and got a couple of responses which guided our design.<\/p>\n

Finally, I start with the lo-fi, then we do multiple reviews, and iterations to fine-tune the design and then it\u2019s ready for production.[\/vc_column_text][vc_empty_space height=”20px”][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” disable_element=”yes” thb_divider_position=”bottom”][vc_column width=”1\/2″]\t

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Conducting Research<\/h3>\n[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ animation=”animation right-to-left”][vc_column_text animation=”animation bottom-to-top”]Uncovering UX Issues<\/strong><\/p>\n

1. UX Audit<\/strong><\/p>\n

Breaking down the brief, I had to understand the problem and the reason why customers acted the way they did.<\/p>\n

I started with a personal audit of the product. I went through the entire product and took notes on how the UX functioned.<\/p>\n

The objective of this step was to identify key issues, and possible friction points from my personal use of the product.<\/p>\n

 <\/p>\n

Key UX Issues Identified from UX Audit<\/strong><\/p>\n

The issues I identified are as follows;<\/p>\n

1.<\/strong> Building a form using the builder proved to be cumbersome because adding a field and opening the settings gives users too much information at once which can increase cognitive load. This settings also overlaps the fields awkwardly.<\/p>\n

2.<\/strong> Advanced features pertaining to the form fields were located outside the builder environment so it could cause a lot of back and forth<\/p>\n

3.<\/strong> The reports feature was not performing optimally as they could only be viewed and not exported.<\/p>\n

These were the most important among the others I noticed. When I was done with this, I moved on to qualitative research to understand the users pain points and compare the issues i noticed with the reports from the users.[\/vc_column_text][vc_empty_space height=”50px”][vc_column_text animation=”animation bottom-to-top”]2. Involving the users<\/strong><\/p>\n

The research objective was to identify the key issues and the reasons why some may be dropping off the platform.<\/p>\n

I worked on this with my teammates, two product managers, one focused on growth and the other focused on product.<\/p>\n

We achieved this by;<\/p>\n

1.<\/strong> Speaking to existing clients through one on one UX calls. We did this with about 15 users.<\/p>\n

2.<\/strong> Sent out a user feedback survey and another user satisfaction survey to different user segments to gather as much data as we could.[\/vc_column_text][vc_empty_space height=”20px”]\t

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The results from both the interviews proved to be very insightful as a number of pain points were discovered. A few of which were not related to the user experience of the platform. But for the purpose of this case study, only the issues pertaining to the user experience of the platform would be highlighted.<\/p>\n

From the interview sessions, users highlighted the following issues;<\/strong><\/p>\n

1.<\/strong> Overwhelming and confusing interface<\/p>\n

2.<\/strong> Difficulty in finding the needed advertised functionality<\/p>\n

3.<\/strong> Certain key features not working as they expected it to eg Reports<\/p>\n

However, there were some positive we noted to maintain in the redesign and they include;<\/strong><\/p>\n

1.<\/strong> Intuitive drag and drop builder<\/p>\n

2.<\/strong> Numerous field options<\/p>\n

3.<\/strong> Being able to work with teams and collaborate on forms[\/vc_column_text]\t

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Analysis of Findings<\/h3>\n[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ animation=”animation right-to-left”][vc_column_text]Creating User Personas<\/strong><\/p>\n

Apart from bringing out the problems, conducting the user interviews helped us to understand our target users more. What they typically use it for, and how they typically use the software.<\/p>\n

With this I created a user persona to aid the design process.[\/vc_column_text]\t

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\n\t\t\t\"\"\n\t\t<\/div>\n\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t[vc_empty_space height=”50px”][vc_column_text animation=”animation bottom-to-top”]Prioritising Problem Areas<\/strong><\/p>\n

Although the entire platform was redesigned, the initial research exercise we carried out not only highlighted user pain points, it also helped to prioritise what areas to start with in the redesign.<\/p>\n

The following were decided as the topmost priority;<\/p>\n

1. Builder environment:<\/strong> This is because a lot of users found this a little clunky to navigate and it is where users carry out the bulk of interaction with the platform. Luckily this coincided with a compulsory backend rewrite of the application.<\/p>\n

2. Rethinking the reports page:<\/strong> This is because the reports page is also what users use to make sense of the data collected. It is one of the most important parts of the platform, from research we see that the way we designed it function was not the way the users wanted to use it.[\/vc_column_text][vc_empty_space height=”30px”][vc_column_text animation=”animation bottom-to-top”]Design Decisions from User Persona<\/strong><\/p>\n

The design decisions highlighted below were put into consideration to cater for a more mature audience. We noticed that although we have users from a variety of age groups, the majority of our users are between the ages 28 – 48. We also noticed about 68% of our users are in the educational sector.<\/p>\n

The decisions include;<\/p>\n

1.<\/strong> Using muted colours:<\/p>\n

2.<\/strong> Maintaining a minimal approach<\/p>\n

3.<\/strong> Attention to the accessibility of the platform[\/vc_column_text][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” thb_divider_position=”bottom” css=”.vc_custom_1687310941919{background-color: #f0f0f0 !important;}”][vc_column][vc_empty_space height=”45px”][vc_column_text animation=”animation bottom-to-top”]\n

The Builder Enviroment<\/h2>\n[\/vc_column_text][vc_empty_space height=”35px”][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” css=”.vc_custom_1473585898376{padding-top: 7vh !important;padding-bottom: 7vh !important;}”][vc_column width=”1\/4″][vc_column_text]\n

Redesigning the builder<\/h3>\n[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ animation=”animation right-to-left”][vc_column_text animation=”animation bottom-to-top”]Streamlining the Interface<\/strong><\/p>\n

Right from my first interaction with the Formplus builder as a user, I had already identified major areas that could be improved. On joining the team, I pitched the idea to the necessary authorities, and after a lot of back and forth and iterations on the design. We agreed to go with my suggestion.<\/p>\n

I carried out a small user testing session using a maze (a user testing platform) and a few people that had some experience with form builders. I realised that about 80% of the testers found the new solution to be a lot more intuitive than the first. The new design has been implemented presently and we have received about 50+ positive reviews on the intuitiveness of the builder. We have also gotten more positive user feedback from our users.[\/vc_column_text]\t

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Before<\/strong><\/h4>\n

1.<\/strong> The grey background and dull blues used in the builder environment made the interface look generally dull.<\/p>\n

2.<\/strong> Adding a form field required an extra button to be clicked for the users to edit the form.<\/p>\n

3.<\/strong> At every little edit, the user was presented with too many settings for each field which ends up feeling confusing if users were to make multiple edits on large forms.<\/p>\n[\/vc_column_text][vc_video link=”https:\/\/youtu.be\/4UYR5aumOHI” css_animation=”bottom-to-top”][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_column_text animation=”animation bottom-to-top”]\n

After<\/strong><\/h4>\n

1.<\/strong> Although I had to retain the blues as they are the brand colours, I made them less prominent in the builder and used white as the background colour to make the interface appear clean<\/p>\n

2.<\/strong> I added an edit state to appear whenever a user added a form field. This prevents an extra click and the user can easily edit the form without feeling overwhelmed<\/p>\n

3.<\/strong> The edit state prevents users from encountering too many confusing settings when making little changes. This makes building forms simpler and faster.[\/vc_column_text][vc_video link=”https:\/\/youtu.be\/uXLIMVin63I” el_width=”80″ align=”center” css_animation=”bottom-to-top”][\/vc_column_inner][\/vc_row_inner][vc_empty_space height=”70px”][vc_column_text animation=”animation bottom-to-top”]Simplifying the logic flow<\/strong>[\/vc_column_text][vc_row_inner thb_max_width=”max_width”][vc_column_inner width=”1\/2″][vc_column_text animation=”animation bottom-to-top”]\n

Before<\/strong><\/h4>\n

The logic flow, used for setting conditional rules to form fields. An example of a rule is; “If ‘option a’ is selected, go to page 2”.<\/p>\n

1.\u00a0<\/strong>Initially the logic flow was located on the settings page, which implies users should finish building the form before attempting to add logic rules. This made it hard to use because it involved a lot of back and forth between the settings and the builder.<\/p>\n

2.<\/strong> The way the logic flow is displayed when created looked very confusing especially in cases where a lot of rules are present.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_column_text animation=”animation bottom-to-top”]\n

After<\/strong><\/h4>\n

1.<\/strong> I moved the logic function to the builder for easy access. This way a user can always add logic rules to their fields seamlessly.<\/p>\n

2.<\/strong> I edited and streamlined the display of the logic so it’s easily understandable.<\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner]\t

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\n\t\t\t\"\"\n\t\t<\/div>\n\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t[\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” css=”.vc_custom_1473585375738{padding-top: 7vh !important;padding-bottom: 7vh !important;}”][vc_column width=”1\/4″][vc_column_text animation=”animation bottom-to-top”]\n

Testing with users<\/h3>\n[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ animation=”animation right-to-left”][vc_column_text animation=”animation bottom-to-top”]When testing with users, majority of the users attested to a faster build time. Although it took a few users a little while to get used to the new platform, the majority of our users were happy with the experience.[\/vc_column_text][vc_empty_space height=”50px”][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” thb_divider_position=”bottom” css=”.vc_custom_1687310931549{background-color: #f0f0f0 !important;}”][vc_column][vc_empty_space height=”45px”][vc_column_text animation=”animation bottom-to-top”]\n

Reports<\/h2>\n[\/vc_column_text][vc_empty_space height=”35px”][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” css=”.vc_custom_1473585898376{padding-top: 7vh !important;padding-bottom: 7vh !important;}”][vc_column width=”1\/4″][vc_column_text animation=”animation bottom-to-top”]\n

Rethinking the Reports<\/h3>\n[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ animation=”animation right-to-left”][vc_column_text animation=”animation bottom-to-top”]Process<\/strong><\/p>\n

The reports and analytics pages are one of the most important features of the software. These pages allow users view detailed statistical data of responses. We got a few support cases regarding this page and had to do something to improve the user\u2019s experience.<\/p>\n

We started by sending out feedback emails for our users to give us detailed feedback and describe their pain points.<\/p>\n

Then I and the product team analysed the responses and also did some hallway research of our own.[\/vc_column_text][vc_column_text animation=”animation bottom-to-top”]How it was<\/strong><\/p>\n

The reports page allowed users to view the users’ responses as various types of charts and graphs, pertaining to the individual field.[\/vc_column_text][vc_column_text animation=”animation bottom-to-top”]How it needs to be<\/strong><\/p>\n

At the end of the brainstorming session with the product team, we came up with the following action points to improve the user experience of the reports page;<\/p>\n

1.<\/strong> Make the reports page have the same mental model as a buildable form, just like the regular form is. We also added the ability to add text and headers to the reports, thereby giving them more control to actually present data. So they can create reports right from the app and download it as a pdf for use.<\/p>\n

2.<\/strong> Isolate the responses as against the question fields – Because users wanted to see specific responses according to the responses not necessarily by the field as we had thought.<\/p>\n

3.<\/strong> Allow users to choose which data is relevant to the analytics page – Because a user complained that the static data we show wasn\u2019t relevant to him.<\/p>\n

4.<\/strong> We also made some improvements to the code to allow for faster load speed, and better graph alternatives to improve the experience of the users.[\/vc_column_text]\t

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Analytics<\/h4>\n[\/vc_column_text]\t
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Redesigning the builder<\/strong><\/h4>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/2″ animation=”animation right-to-left”][vc_column_text]\n

Calling to Dejah Thoris to get behind me I worked my way toward the<\/strong> little doorway back of the throne, but the officers realized my intentions, and three of them sprang in behind me and blocked my chances for gaining a position where I could have defended.<\/strong><\/h2>\n

Thrusting Sab Than headlong from the platform, I drew Dejah Thoris to my side. Behind the throne was a narrow doorway and in this Than Kosis now stood facing me, with drawn long-sword. In an instant we were engaged, and I found no mean antagonist.[\/vc_column_text]\t

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\u201cThe Tharks were having their hands full in the center of the room, and I began to realize that nothing short of a miracle could save Dejah Thoris and myself, when I saw Tars Tarkas surging through the crowd of pygmies that swarmed about him.\u201d<\/p>\n<\/blockquote>\n\t\t\t\t\t\"testimionial_p1_128\"\t\t\t

\n\t\t\t\tIsaac Tobin<\/cite>\n\t\t\tCreative Director at Fantasy Interactive<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t[\/vc_column][\/vc_row][vc_row thb_full_width=”true” disable_element=”yes” thb_divider_position=”bottom” css=”.vc_custom_1687309571524{padding-top: 8vh !important;padding-bottom: 8vh !important;background-color: #f0f0f0 !important;}”][vc_column animation=”animation fade-in”][vc_row_inner thb_max_width=”max_width”][vc_column_inner][vc_column_text animation=”animation bottom-to-top”]\n

Prototype Video<\/h4>\n[\/vc_column_text][vc_empty_space height=”50px”][vc_video link=”https:\/\/vimeo.com\/89546048″ el_width=”80″ align=”center”][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row thb_full_width=”true” disable_element=”yes” thb_divider_position=”bottom” css=”.vc_custom_1691460093116{padding-top: 8vh !important;padding-bottom: 8vh !important;background-color: #f0f0f0 !important;}”][vc_column animation=”animation fade-in”][vc_column_text animation=”animation bottom-to-top”]\n

Prototype Videos<\/h4>\n[\/vc_column_text][vc_row_inner thb_max_width=”max_width”][vc_column_inner width=”1\/2″][vc_column_text animation=”animation bottom-to-top”]\n

Before<\/strong><\/h4>\n[\/vc_column_text][vc_empty_space height=”50px”][vc_video link=”https:\/\/vimeo.com\/89546048″ el_width=”80″ align=”center”][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_column_text animation=”animation bottom-to-top”]\n

After<\/strong><\/h4>\n[\/vc_column_text][vc_empty_space height=”50px”][vc_video link=”https:\/\/vimeo.com\/89546048″ el_width=”80″ align=”center”][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” thb_divider_position=”bottom”][vc_column][vc_empty_space height=”70px”][vc_row_inner thb_max_width=”max_width”][vc_column_inner width=”1\/4″][vc_column_text animation=”animation bottom-to-top”]\n

Business Outcomes<\/h3>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”3\/4″][vc_column_text animation=”animation bottom-to-top”]Was our aim achieved?<\/strong><\/p>\n

Although there are various factors that work together to aid customer retention, some of which have nothing to do with the user experince of the software. I would say we achieved our aim. We were able to increase revenue and retain about 20% more users in the next quarter of deployment.<\/p>\n

In addition, our user feedbacks suggests that users have a better experience building forms now in comparison to the previous builder.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner thb_max_width=”max_width”][vc_column_inner width=”1\/4″][vc_column_text animation=”animation bottom-to-top”]\n

Outcomes and takeaways<\/h3>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”3\/4″][vc_column_text animation=”animation bottom-to-top”]On being a team player<\/strong><\/p>\n

I have enjoyed working with the team, and most importantly I learned a lot about being a team player. Sometimes my suggestions on ways to improve the user experience was met with hesitation and for good reason. But with time I learnt how to utilise user testing and feedback gathering to convince the team, and it has always yielded a good result.<\/p>\n

Final words<\/strong><\/p>\n

I love every project and task I worked on at Formplus and i am grateful for the opportunity to contribute to something that is helping thousands of people daily. I have learned a lot during my time there and most of all, i learnt the importance of good leadership, teamwork, research, feedback gathering and user testing.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

This UX case study showcases the successful redesign of a form building software to aid user retention. Through research, iterative design, and user-centered solutions, the redesigned software provided an intuitive and user-friendly experience, resulting in improved user satisfaction and increased long-term engagement.<\/p>\n","protected":false},"author":1,"featured_media":678,"comment_status":"closed","ping_status":"closed","template":"","tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/soniaeno.xyz\/index.php?rest_route=\/wp\/v2\/portfolio\/230"}],"collection":[{"href":"https:\/\/soniaeno.xyz\/index.php?rest_route=\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/soniaeno.xyz\/index.php?rest_route=\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/soniaeno.xyz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/soniaeno.xyz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=230"}],"version-history":[{"count":25,"href":"https:\/\/soniaeno.xyz\/index.php?rest_route=\/wp\/v2\/portfolio\/230\/revisions"}],"predecessor-version":[{"id":666,"href":"https:\/\/soniaeno.xyz\/index.php?rest_route=\/wp\/v2\/portfolio\/230\/revisions\/666"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/soniaeno.xyz\/index.php?rest_route=\/wp\/v2\/media\/678"}],"wp:attachment":[{"href":"https:\/\/soniaeno.xyz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=230"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/soniaeno.xyz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=230"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}