GOFORMZ
GoFormz is a full platform digital forms solution. With GoFormz you can create digital versions of your company’s forms using our web app and distribute them to your workforce on iOS, Android, or Windows devices.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. The information in this case study is my own and does not necessarily reflect the views of GoFormz.
Business objective:
As a business, we’d like to scale our Enterprise customer base and increase total annual revenue by 30%. We will achieve this by entering the healthcare vertical.
My Role:
As the solo-designer at GoFormz I was responsible for the Product Design of our Web app, our mobile app spanning 3 platforms, (iOS, Android, & Windows) and maintaining and optimizing our marketing site. On a daily basis I would engage with marketers, engineers and product managers to define end-to-end product design for our company.
To achieve the business objective I executed the following:
Selected BI tool for company-wide adoption and evangelized data-driven a design organization. Analyzed the user journey and redesigned high-touch pages. Our redesigned pricing page saw a 14% lift in conversion.
Helped GoFormz achieve HIPAA-Compliance with security updates (single-sign on & permissioning) to our apps and marketing site.
Polished our Android App from its beta state and released it to production.
Redesigned our Public Forms and Reporting products creating an entirely untapped revenue stream based on pay-per-submission system similar to Survey Monkey.
Reimagining the front door:
Leveraging Google analytics and a few user walk throughs I set myself on a path to redesign our most touched, content-rich pages. The goal was to not only increase sign up conversion but also the quality of these pages for seo. Based on the data from GA and a few surveys I deployed through Intercom we discovered that the homepage, our pricing page, and the case studies page had the highest impact on the first-time visiting customer.
For the pricing page I brought focus on to the price and call to actions. Our pricing page saw a 14% lift in sign-up conversion. Our case study page received 20% more visits due to enhanced features which included a dynamic industry selector I built with javascript that also linked to and from our industry-specific pages.
Enhancing our web app
Now that we achieved more users from an optimized funnel it was time to make some of our features easier to use. The web app is the bread and butter of GoFormz.com. Here admins create forms and templates to distribute to their workforce as well as create reports on these forms, design workflows, and more.
Key features I built within the web app that contributed to growing our user-base:
Redesigned the way users upload their ‘boring old paper form’ and how they transform it into a digital, distributable form. We received tons of user feedback that the original uploader did not have enough messaging around file type and size requirements, so we adjusted it. The form upload success rate went up from 82.7% to 99.6%.
New products and new streams of revenue
GoFormz has a pretty lucrative product. When I joined in 2018 the majority of our customers were SMB and we had about $4m in revenue. In mid 2019 we were set on a path to hit $9m and have 50% of our business consist of enterprise customers. We would achieve this goal by executing two major initiatives. HIPAA-compliance, which would lead to about $2m in increased ARR. And a new product, Public Forms, which would bring in $3m in ARR.
HIPAA-Compliance
Making our product HIPAA-compliant was a major undertaking for both product and marketing. The key projects that needed to be executed were:
New landing pages and marketing campaigns targeting healthcare customers.
Single-sign on for our largest customers.
User permissions that would allow admins to grant access on a user by user and a device by device basis.
Public Forms
Public Forms allows users without a GoFormz account to fill out electronic forms. There are many situations where this is useful. For instance, as a travel company, you may want to put a Public Share Release Form URL on your website where any customer can fill out the form ahead of their trip. Public Forms Each account is given 25 credits. 1 credit = 1 submission. Once a user runs out of credits they can purchase more in bundles. This product has proven to be very lucrative to GoFormz thus far.
Public Forms beta state
The existing beta state is quite frankly, a disaster. These may be the worst modals in the history of modals, maybe ever. The empty state is terrible. It doesn’t describe what you do or how you do it. Creating a public share just creates a link with unclear call to actions that indicate that you can set rules and perimeters for your public share.
Creating focus and improving usability
I went back to the drawing board with our product manager and beta testers. The new product consists of an entirely new dashboard and a super simple creation wizard.
Creating a public share
In the More menu, click on Public Share.
Click on the New button on the dashboard.
Create a new public share from a template or a form.
Give the public share a unique name.
Define shared fields and set an expiration date.
Copy or email the form to the desired audience.
End user experience
Targeted audience receives invitation to fill out a public share via email.
User clicks go to “name of public share” and is directed to the form editor.
User fills out form, hits complete or save.
User sees modal with the ability to view responses or download a pdf version of their completed public share. They are also upsold a Free Trial of GoFormz.
Final thoughts
It was great being part of GoFormz during such a high-growth period. The only drawback is that GoFormz isn’t as data-driven as I am used to. The problem wasn’t adoption, but lack of resources. We weren’t able to run formal a/b tests while I was there. Many of the decisions came from the top-down and were based on hunches and experience.