Blog post: How turning six long forms into one helps our users
Samantha Evans shares how a team of content designers (Laura Morris, Lucinda Pierce and Sam) improved forms and content for one of NRW’s most applied-for services.
Our organisation manages 7% of land in Wales. If someone wants to use this land - to maybe ride a horse, film or hold a running event - they might need to get our permission beforehand.
How the service was
To apply for ‘permission’, users had to select from six application forms on our website. By assessing the form’s title, they had to decide whether they would need to apply to:
- run an event
- get an annual permission as an individual
- get an annual permission as a business
- do some filming
- do a survey
- run a long term project
There was no information on the website to help users prepare their application.
Many form questions weren’t mandatory so users could skip them.
At the end of the form, we asked users to identify the regional team the application should be sent to for processing (from a list of six).
Problems for users
Through our research, we found clear evidence that many users did not understand:
- which form they needed to use
- what information they needed to give
- who they should send their application to
- how far in advance of their activity event they needed to apply
This meant that teams did not receive all the information they needed to assess an application and teams regularly received forms that were for another region.
There was considerable back and forth with applicants to try to gain enough information to be able to process the application.
All this wasted staff and users’ time.
How we fixed the problems
We created ‘one way in’.
Instead of six separate forms, we created one new form with routing. This removed the problem of ‘which form do I choose?’ as all users now choose the service ‘apply to use land we manage’.
Our form builder allows us to design in lots of logic, so we were able to move users through a different path depending on their activity. Users choosing ‘surveys’, for example, would be guided through a set of questions related just to their activity. They would be unaware of the ‘behind the scenes’ questions about other activities.
We helped users get it right
We named the service start page ‘apply to use land we manage’. We avoided using the internal name for the service – permissions – to ensure it was user-focused.
We listed the most applied for activities on the page. We wanted users to feel confident that the form was for them, and to help with findability.
We told users how long their application would take on the start page, confirmation page and in the email to users.
We helped users understand what they needed to provide before they started the form, with clear upfront information. If users had to prepare a map, for example, we told them how to do it.
Within the form pages, we offered users a link to content if they needed a reminder of what to do. This didn’t interrupt the user flow as it opened in a new tab.
We removed ‘if you answered ‘yes’, then explain why’ type questioning because users could skip the ‘explain why’ field.
We replaced these 'if' questions with 'choose 'yes' or 'no'’, then we applied logic. This meant the user had to provide further information if we needed it.
Sending completed applications
The processing team agreed to set up a central mailbox for applications. This removed the opportunity for users to select a region that was not right for their application. It also relieved some of the stress from the team.
Outcomes for users
User feedback is excellent with 70% of users describing the process up to submitting the application as ‘very easy’ and ‘easy’. This is one of our most-used forms, so we’re getting feedback from users weekly. Users have been saying:
"A very streamlined application process, easy to complete thanks.'
"The form was very basic and much easier to fill in compared to the procedures in the past."
"I've gone through this process several times now, it's very straightforward."
Next steps
We’re monitoring the application form’s performance, including how well the content around it works. We use analytics, heatmaps and form feedback and speak with the processing team.
We’re using what we’ve learned about creating ‘one-way in’ type form routing in other areas of the organisation.
Several of our services have many application forms that are similar - sometimes up to 70% of form's content is the same as the others. Where there is evidence that users are uncertain that they are choosing the right form, we’re exploring using this 'one way in' approach.