Designing For Trust: High-Conversion Forms

+30%

Demo requests. Removing friction from high-intent forms directly benefitted the sales pipeline

+18%

Free trial sign ups. Clearer value exchange and trust signals gave users the confidence to start a trial

+466%

Mobile form completion. Repairing broken responsive behaviour unlocked massive lead generation channel

Redesigning the lead capture experience to reduce friction, improve data integrity, and provide real-time confidence through micro-interactions.

SCOPE

Form Logic
Mobile Optimisation
CRO

FOCUS

Lead Generation & Gated Content
Micro-interactions & Data Validation

ROLE

Interaction Designer

THE PROBLEM

Visual Redundancy

By displaying both a static Field Label and placeholder text simultaneously, we forced users to process two layers of text for every input. This created visual noise, making the form feel denser than it needed to be.

THE TASK

Optimising the Lead Capture Experience

I needed to redesign the input experience for high-value touch points (Book a Demo, Gated Content). The goal was to create a "conversation, not an interrogation"—guiding the user through the process with clear visual cues and forgiving logic.

THE CHALLENGE

Mobile Constraints

The challenge was to pack complex validation logic and label animations into a touch-friendly UI. We needed to transform a desktop-centric layout into a fluid mobile experience that worked flawlessly on a 375px screen without sacrificing data quality.

Efficiency via Floating Labels

To solve the redundancy issue without sacrificing clarity, I implemented the Floating Label Pattern (Material Design style). This pattern merges the Label and the Placeholder into a single element. When the user activates the field, the text animates upward to become a persistent label.

Positive Reinforcement

Error messages cause anxiety. I flipped the script to focus on Success States. Instead of only shouting when things went wrong, I added Positive Validation Logic. When a user enters a correct phone format or a valid email syntax, a green checkmark instantly appears.

This micro-interaction gives the user a dopamine hit of reassurance, confirming "You are doing this right," which keeps them moving forward.

Thumb-First Design

The 466% increase in conversion was primarily driven by fixing the basic usability flaws that plagued mobile users. I rebuilt the inputs with a "Mobile First" mentality:

TOUCH TARGETS

Increased input height to 48px min-height for error-free tapping.

NATIVE KEYBOARDS

Configured inputs to trigger the correct keypad (e.g., Phone field triggers the number pad, Email field triggers the @ layout).

ERROR HANDLING

Mobile errors are displayed clearly below the field, pushing content down rather than overlaying it.

Codifying the States

To ensure these patterns adhered to our new Design System, I designed State Sets. I expanded the component library to include comprehensive variants for every input type. This ensures that any engineer building a new form has immediate access to the full logic suite, not just the "Default" view.

The Outcome

By moving from passive inputs to active, validating interactions, we removed ambiguity and turned mobile into a high-performing conversion path.

Operational Efficiency

Reduced administrative burden by ensuring all incoming lead data is pre-validated for immediate sales action.

Cognitive Ease

Replaced "guess-and-check" anxiety with a guided interface that validates success and offers constructive correction.

Scalable Integrity

Standardised validation logic ensures every future marketing campaign launches with consistent, high-quality data hygiene.