Custom Forms
a Competitive, Feature-Rich Experience for Leadpages Users 🔥
PROBLEM:
Leadpages customers were heavily reliant on third-party form builders like Typeform, Jotform, or Google Forms to collect essential lead information. This reliance led to a fragmented user experience, with crucial lead data existing separately in Leadpages and these third-party apps. The disjointed experience not only caused inefficiencies but also made it harder for customers to manage and analyze their lead data within a single platform. Additionally, introducing a custom forms feature required careful consideration of engineering resources, as well as the need to accommodate significant UI changes to support form customization.
SOLUTION:
To address these challenges, the design team at Leadpages, in partnership with the product team, embarked on a multi-iteration process to create a robust and user-friendly custom forms feature. The goal was to develop a feature-rich forms solution that would be compelling enough for customers to switch from third-party apps while being mindful of the limited engineering resources available.
The solution included the following key design decisions:
Form Customization and Feature Set: We carefully balanced the feature set to ensure it was competitive with existing third-party solutions. Features included form templates, button styles, field styles, integrations, follow-up actions, complex language settings, and analytics. This comprehensive approach allowed customers to create tailored forms directly within Leadpages.
UI Redesign with Right-Hand Side Bar: To accommodate the need for detailed form customization, we introduced a right-hand side bar, replacing the previous floating widget. This new UI element provided ample screen space for form field details and customization options, enhancing usability and setting the groundwork for future UI improvements. The introduction of the right-hand side bar marked a significant step toward a more human-centric design approach within the Leadpages platform.
IMPACT:
The first phase of the Custom Forms project marked a significant milestone for Leadpages by effectively bridging the gap between the platform and third-party form builders. By introducing an integrated, in-app solution, Leadpages empowered its customers to seamlessly collect, manage, and analyze lead information without the need for external tools. This not only streamlined the user experience but also kept customers within the Leadpages ecosystem, reducing churn and increasing the platform's stickiness.