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Formstack Platform

Unifying the entry point for 100% of Formstack trialers. We transformed four disconnected acquisitions into a single, cohesive trial experience that gets users to value in minutes.

The moment

Formstack had spent several years acquiring complementary products — Forms, Documents, Sign — and the vision was to unify them into a single platform offering. By 2023, that platform existed as a product. What didn’t exist yet was a cohesive experience for someone discovering and trialing it.

That’s where design came in. Rather than being handed a spec, my team was handed the problem: make the platform real for users who’ve never seen it before. The trial experience — from first click to first workflow — was ours to define.

The gap

Trial conversion rates were stuck at 2–4% against a company goal of 9%.

The experience told you why. There was no unified entry point. Signing up required a full form of information before users could touch anything. There were no platform-wide templates. Four separate sales sequences fired depending on which product a user had touched. And the existing data pointed clearly at what correlated with conversion: 75% of trialers who converted had created at least one workflow. Only 9% of non-converters had.

The product could deliver value but the experience wasn’t letting it.

A single onboarding and streamlined signup

100% of trialers would move through the new signup funnel with a reduction from a multi-field form to email + password, lowering the barrier to realizing value.

Guided exploration

The experience needed to provide users access to Forms, Documents, Sign, and Copilot (workflows) through continuous, re-accessible product tours

Consolidated sales assists and clear self-serve purchase paths

Four fragmented sales sequences were collapsed into one, aligned across GTM. We also designed an in-app buying UX experience around the new Platform plans

Platform-focused homepage

We redesigned the landing pag to convey use cases across a single unified platform, not separate apps.

Design evolution

Auditing the fragmented journey

Discovery

Mapping the disconnected user journeys across four separate acquisitions to identify points of extreme friction and drop-off.

Flow diagrams showing the four disconnected product journeys

Streamlined signup & profiling

Released version

Stripping down the multi-field form to just an email and password, paired with a lightweight progressive profiling step to personalize the first session.

Personalized workspace & guided tours

Future vision

The idealized experience featuring recommended templates surfaced within minutes, continuous product tours, and a frictionless in-app purchasing path.

Measurable outcomes

100% Access

Unified Entry

A single onboarding entry point for all Formstack trialers, with access to all four core products from day one.

Lower Barrier

Streamlined Signup

Reduced from a multi-field form to email + password, drastically lowering the barrier to first experience.

Time To Value

Personalized First Session

Progressive profiling + recommended templates surfacing relevant content within minutes of signup.

Continuous Learning

Guided Exploration

Continuous, re-accessible product tours of Forms, Documents, Sign, and Copilot.

Aligned Messaging

Consolidated GTM

Four fragmented sales sequences collapsed into one unified outreach strategy aligned across teams.

Frictionless UX

Clear Purchasing Path

In-app buying experience redesigned entirely around the new Platform plans.

The team

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