Things to look out for include:


The form should be quick, intuitive and easy to follow. Get users to their end goal as quickly as possible with minimal disruption. Where possible this should be achieved for all users and all products, however you may have to optimise the sequence for the most popular user journey.


The price of a product or service is one of the most influential decision drivers. The cost implications of a decision should be clearly displayed, particularly if the user is inexperienced or new to the service. By adding prices to service options, users can make quicker, more informed decisions and have more confidence in the choices they make. The service also becomes much more transparent with no nasty surprises at the end.

Consistency and familiarity

The question sequence should remain consistent across journeys to aid return or repeat visitors and to build a sense of familiarity. The experience of buying for the first time should not be alien to that of upgrading or renewing a product.


Building on the above point, the sequence should look to incorporate possible future enhancements. It is helpful to have an idea of the full service road-map to ensure you don’t need to re-shuffle large sections of a form to include a new product.

transformation has the potential to bring huge improvements to services, making them more inclusive, accessible, efficient and cost effective. However simply re-creating paper forms online will not automatically add value to a service.

As previously discussed if you get a digital interaction wrong it can make a service more difficult for users to interact with, points of contact are lost, technology barriers are introduced and guidance can be difficult to find.

The way questions are asked, the flow of a , the information present to guide users are essential components in making digital forms work.

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