good form design principles
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Okay hi everyone thank you for being here after lunch that lunch I think was the best lunch I've had at a conference who agrees thank you it really was so I'm here today to talk to you to talk to you about forms yes so a little bit of background my name is Julie once again I'm a senior UX designer for Bronto which is an e-commerce marketing platform that was recently purchased by Oracle so previously I was in public relations and about 10 years ago fell in love with web design and development and that has since morphed into user experience so please feel free to find me afterwards I love chatting and networking and just really thrilled to be here with y'all in New Zealand okay so why do we care about forms well forms are the linchpin to all online interactions forms are important for registration for revenue to grow our community and participation and sharing and any task that requires entering information so just think there'd be no cat videos on YouTube without a forum or none of us would be here at this conference without registering for the conference using a forum they're incredibly important to our interactions with life so Luke wall Bosque who's the kind of grandfather of web form design said that web forms are often the last and most important mile in a long journey and this really resonated with me because I can know you previously I was working in an agency where we were doing Drupal web sites and as the information architect and UX designer I was doing a lot of things and mostly kind of our forms went something like this about two or three days before launch somebody would say Julie do we have a contact form and I'd go oh I forgot the contact form so I would end up then having to enable the web form module or remind a developer put the webform module in the site and just kind of throw it together so Luke's quote really rang true and for me personally which is why I started researching really how can I make the best and most effective form so how much do we think a bad form can cost you well I mean the real answer is priceless right but I can tell you that for Expedia it was about 12 million dollars they found that users were going on the site entering their travel information going through the whole process and then clicking by now but not completing the transactions this was happening countless amount of times so what's up with that well it turns out that they had a field under first name last name for company and users were entering there on the billing this is on the billing screen so users were entering their company I mean entering their bank account like their bank name in the company field and then entering their
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