Formstack

The work.

While freelancing for Contravent, I was approached about taking on a full site redesign for Formstack. The client was amidst a total rebrand, led by one of Contravent’s best creative directors and I was tasked with translating his new visual language to the web; incorporating the new type, color palette and playful illustration styles.

Exploration began by auditing competitors, assessing type and color pairings and ultimately building the foundation of their web design system.

The largest undertaking—which required collaboration with Contravent’s VP of UX—required us simplifying and restructuring both the companies Global Navigation and their Pricing Page. Previous customer interviews led us to believe that it was unclear how Formstack products we’re packaged and offered and what we settled on has proven to help end-users better understand how to navigate and purchase through the site.

Our high-level goals.

1. Simplify and create something that caters to mobile & tablet. Desktop accounted for 80% of traffic but more than 50% of users would bounce on mobile and tablet.

2. Optimize forms for easier consumption and reduced friction.

3. Improve global navigation, and by association, increase overall engagement, pages visited and time on page.

4. Create a consistent pattern library to help internal teams build consistent user experience across the site.

The final product.

I’d go so far to say this was the most successful project I’ve worked on in my career. From initial UX to launch, the communication was thoughtful and thorough. The client and creative director were well aligned and I was able to operate autonomously and asynchronously. The site was built in Webflow for ease of management and our development partner did an incredible job.

Contravent’s CEO reports that this singular site has brought in a number of net-new clients that were wowed by the cleanliness. The Formstack brand is fun and approachable. The site is easily digestible, navigable and well organized, allowing both Contravent and I to show this site off as a strong example of our wholistic approach.