Online forms is amazing digital channel. Use it to effectively communicate with your customers.

1. Forms should not be form of a
torture

2. Make it user
experience

3. use forms to communicate with your customers

4. 1
2
3
It will take only 5 minutes to get your new card
select your card
fill in personal information
sign and submit the form
You will receive temporary number
which you can use right a way
be transparent
Credit Card Application Form
• what is this form for
• why am I filing this
• how long will this take me
• what is outcome of this
there should be no surprises
answer questions customer
might be asking:

5. guide
Do you attend university? Yes No
1 select your card
• split form into sections
• general to more specific
• ask simple questions
• use questions to 'drill down'
• be specific in your questions
Credit Card Application Form
reduce information overload

6. go step by step
Do you attend university?
1 select your card • present information gradually
• let customer choose what he
is interested in
• make him feel in control
Credit Card Application Form
The student card just for you
1% unlimited cash back on All purchases
Up to a $5,000 credit line
$0 annual fee
more...
reduce information overload
by making forms dynamic
Yes No
Student Card

7. personalize
Do you attend university?
1 select your card • offer most relevant
products / services
• personalize as information
is being filled in
• let customer decided
whether to take the offer
or not
Credit Card Application Form
You earned over 10 000 travel miles already,
would you like to upgrade your card?
Earn 25 miles with every transaction you make.
+
All the other benefits of the Student Card
more...
learn from behavior or use
data you have already
Yes No
Yes No
Student Card
+
Travel Miles

8. we need the digital copy to speedup this process so that you
can get your card today
(xxx) 242-23 43
Mobile phone number (optional)
1WQ2Q
Address postal code
lookup...
* phone number is not in invalid format
Credit Card Application Form
• warn customer when data
is in invalid format
• describe valid format
• pre-fill, if possible
help and inform
Do you attend university? Yes No
so that we can reach you quickly
in time of emergency,
this number will NOT be used for
marketing purposes
• explain customer why he
should fill in this information
• help customer to lookup
information
trust translates to accurate
information from customer

9. You can print this form any time and
come to our office
print
Locations near you:
provide an
alternativeCredit Card Application Form
Your Bank
• make it possible to print form
• support non-digital process
• resume process, if possible
reference
code
not all

10. ✔
✔
allow customer to stop
and resume at any time
...next day
33%
✔
✔
33%

11. ✔ ✔
...on any device
✔
✔

12. make it
visual
Click an accessory:
• let customer explore choices
interactively
• use photos and videos
• provide non-visual fall-back
one picture is worth
a thousand words

13. make it
interactive
• let customer change values
interactively
• use realtime visualization
7%
8%
10%
11%
29%
35%
show impact in real-time
0
25
50
75
100
April May June July
After Before
Do you want to invest?
Yes No
Rent & Utilities

14. fit in
✔ ✔
products / about / login
side bar
Banner
footer
Logo
• use the same branding
• share customer context
(language, login details, etc.)
• reuse visuals
• leverage the same
marketing materials
form should be
indistinguishable from
any other content
7%
8%
10%
11%
29%
35%

15. take photo go beyond
web
scan authenticate
• use features mobile device
can offer
• interact with different screens
• turn forms into apps
forms are just part of a
wider process

16. forms come in many forms

17. but sometimes
less is more

18. always keep in mind what forms are for