Intake forms & Web Enquiries

Overview

• I worked on improving how Web Enquiries are created and managed within Intake Forms at Smokeball

• What started as a feature design task revealed a broader workflow issue

• The project became an opportunity to improve product structure, discoverability, and usability

The Problem

• Web Enquiries were separated from the main Intake Form workflow

• Firms had to leave the Form Builder and go into settings to enable and manage them

• Important setup requirements were easy to miss

• This created confusion, friction, and setup errors

• Useful features like tracking links and QR codes were not easily discoverable

• The experience felt fragmented and did not match how users expected the workflow to operate

My Role

• I reframed the challenge from a screen-level issue to a broader workflow problem after considering the end to end flow (not just individual screens)

• Explored how Web Enquiries could be brought into the Form Builder experience

• Designed for prerequisite handling, feature education, link creation, naming, and tracking

• Balanced user needs with business goals such as adoption, clarity, and reduced setup failure

Design Approach

• Treated the work as a systems and workflow challenge, not just a UI update

• Identified that the key issue was the disconnect between form creation and web enquiry setup

• Designed a more integrated experience within the Form Builder

• Focused on reducing context switching and improving clarity

• Considered how to guide users when setup requirements were missing

• Aimed to make the feature easier to understand without needing prior product knowledge

Outcome

Created a clearer and more connected product direction

• Made the workflow feel more intuitive and complete

• Improved the visibility and usability of Web Enquiries

• Supported stronger feature adoption and fewer setup issues

• Demonstrated strategic design thinking beyond just interface design