Creating a site in line with a goal

The main goal of the website was straightforward: to increase the number of enrolments. During requirements gathering, we identified the key challenge, namely that the forms in use did not adopt design best practices and as a consequence were hard for site users to complete. Our new user flow and improved UX drove traffic to the forms faster and in greater volumes, but we needed to ensure that those forms were also easy to complete. By introducing a simple 3 step process, linear forms, and in-line form progression, we successfully minimised drop-offs. Although each form has to gather a lot of information, we made this experience more enjoyable for the user by providing positive validation at every step and for every field. In addition, by properly organising forms into discrete elements, we were able to split it into 3 simple steps rather than a 'wall' of form inputs. Other subtle improvements to the input design and layout greatly improved the success rate of the form.