Smart Forms

A UX-driven redesign that introduced conditional logic, grid inputs, and accessible error handling—securing a $500k enterprise contract and completely reinvigorating how compnies processed their data with SharpCloud.

Details

How strategic research and systematic design thinking transformed SharpCloud's enterprise offering, enabling solution architects to manage complex data permissions while driving significant revenue expansion.

Client

SharpCloud

Role

Lead UX Designer

Duration

8 Months

The Challenge

From Basic Forms to Smart Data Capture

Our B2B data visualisation platform served companies collecting complex operational data. Our existing forms were static and inflexible, causing clients to abandon implementations or request expensive custom development.

Core Problems

  • No conditional logic - Forms couldn't adapt based on user requirements (("If Department = Sales, show Commission fields")

  • Poor tabular data handling leading to inconsistent data structure

  • Reactive error handling only discovering validation issues after submission

  • Poor editing capabilities - Power users did not have the granular control over the forms they needed

The Catalyst

A major client with 500+ users needed forms that could enforce their business rules dynamically. The current forms in the product did not meet the client's requirements and so asked us to build a personalised solution.

The old vs new paradigm

Before.

One dimensional data entry, CTA buttons hidden from user.

After.

Powerful data handling with user controlled custom logic.

Research & Discovery

Understanding the user journey

Working closely with our Customer Success team, I analysed user feedback and identified critical pain points for Solution Admins with our MVP and previous versions of our enterprise offering:

  • Unclear structure - Users would be unsure of their position inside the role settings

  • No easy top level views for roles - Solution architects needed information quickly

  • UI felt cluttered - Information was tightly banded together causing overload

  • Granular controls needed - Power users needed to know what other users could see


Key Insight:

"Solution architects need a clear, hierarchical view of role permissions with granular controls to efficiently manage and visualise user access levels without clutter"

"Solution architects need a clear, hierarchical view of role permissions with granular controls to efficiently manage and visualise user access levels without clutter"

This insight the became the guiding policy for feature design for the Solution Architect page

User Research Methods

  • Shadowing sessions with power users

  • Workflow analysis of existing form completion processes

  • Competitive analysis - of Airtable, Typeform and JotForm

  • Granular controls needed - Power users needed to know what other users could see


Key Insights

Pain Point 1

Cognitive load.

Users spent 60% of their time figuring out which fields were required based on context, not actually entering data.

Pain Point 2

Data Structure Inconsistency

Without grid inputs, the same tabular data was formatted differently by each user, breaking downstream analytics.

Pain Point 3

No conditional logic

Users had little to no granular control over reasoning behind what information was being shown in the form.

Validation Hypothesis

If we create forms that adapt to business logic in real-time, users will complete tasks faster and with fewer errors.

If we create forms that adapt to business logic in real-time, users will complete tasks faster and with fewer errors.

Design Strategy

Design Principles

  • Contextual intelligence - Forms should reveal relevant fields based on user input

  • Structured Flexibility - Provide spreadsheet-like power with consistent data outpu

  • Proactive Guidance - Help users succeed before they make mistakes

Conditional Logic Engine

  • Required If/Disabled If/Hidden If rules configurable via UI

  • JSON import capability for bulk rule management

  • Real-time preview for rule testing

Grid Input System

  • Excel-style editing with keyboard navigation

  • Dynamic columns/rows that adapt to screen size

  • Data validation at the cell level

Intelligent Error Handling

  • Floating error navigator with "Jump to fix" functionality

  • Multi-sensory feedback (visual icons, bold labels, ARIA announcements)

  • Contextual help explaining why validation failed

Design Process

Phase 1: Concept Validation

Created low-fidelity prototypes focusing on the conditional logic interface. Tested with internal Customer Success Team, who had excellent understanding of the end user's needs

Key learning:

Admins needed visual representation of how the form is set up in an additional interface

Admins needed visual representation of how the form is set up in an additional interface

Phase 2: Detailed Design

Developed mid/high-fidelity designs with interactive prototypes for all core features

Key learning:

Users need to fit as much information on the screen as possible. Tab structure worked better than accordions in the form.

Users need to fit as much information on the screen as possible. Tab structure worked better than accordions in the form.

Phase 3: Alpha Testing

Deployed to internal team and internal test environment

Insight 1

Grid inputs worked well for large datasets

Insight 2

Users needed various levels of customisation. We added advanced settings where users could choose "Comfy" or "Compact" form spacing

Insight 3

The detailed form designer was only needed for powers users or "Creators"

Phase 4: Beta Environment

Worked directly with the $500k prospect to refine features.

Improvement

Added functionality to disable and hide certain fields based on conditional logic

Improvement

Simplified JSON schema for non-technical administrators

Improvement

Smarter responsiveness, mobile view implemented

Phase 5: Iteration & Post-Launch Optimisiation

After widespread adoption across the platform, a year later myself and the team analysed user behaviour through Pendo analytics and conducted interviews with power users.

Major UX Refinements

Enhanced Error Handling

  • Redesigned error navigator with progressive disclosure (show 1 error at a time instead of overwhelming summary)

  • Increased accessibility protocols

  • Confirmation when errors are fixed

Button Repositioning + Redesign

  • Buttons felt overwhelming, thet now take up less visual space

  • Repositioned to top left of the form to follow user patterns

  • Added contextual action grouping with visual dividers

Improved Form Responsiveness

  • Implemented percentage based label and input widths for increased responsiveness

  • Improved the alignment of the overall form

Key Design Decisions

Throughout the process, these were the design guardrails I followed

Responsive Grid Behaviour

Problem

Tabular data needed to work on all screen sizes

Solution

A "Stacked" mode adapted for touch screen devices

Standard form

Stacked form

This allowed users to embed the forms into the side of their views and use the forms on smaller screens. We were able to limit the presented content to the absolutely relevant.

This allowed users to embed the forms into the side of their views and use the forms on smaller screens. We were able to limit the presented content to the absolutely relevant.

Adaptable for Each Use Case

Problem

Different enterprise users needed to display data in different ways

Solution

A detailed form designer, allowing users to get the most out of the space

Granular styling control.

Customisable forms allow creators to apply organisational styling to their forms, ensuring business continuity

Customisable fields.

Individual data points have the ability for fill customisation, allowing custom tooltips and styling.

The powerful form designer enabled users to use custom logic, json integration and granular control over how their forms looked and performed according to their business needs.

The powerful form designer enabled users to use custom logic, json integration and granular control over how their forms looked and performed according to their business needs.

Customisable Conditional Logic

Problem

Forms were not adaptable depending on user data

Solution

Users able to disable, hide, or make mandatory certain fields depending on logic

More control for creators.

AND / OR Logic for form creators to customise forms depending on specifics

The addition of customisable logic meant greater control for business users to ensure the correct data was being shown to members of their organisation and ensure users were inputting the correct information.

The addition of customisable logic meant greater control for business users to ensure the correct data was being shown to members of their organisation and ensure users were inputting the correct information.

Technical Implementation

Collaboration with Engineering

  • Performance requirement - Real-time validation under 200ms response time

  • Accessibility requirement - Full keyboard navigation and screen reader support

  • Integration requirement - Backward compatibility with existing form submissions

Results & Impact

Result

$500k contract signed

Smart forms cited as a key factos

Result

Platform wide implementation

What was supposed to be a custom feature turned into one of the product's most important solutions

Result

0 accessibility violations

in post-launch audit

Business impact

Result

Reduced custom development

Smart Forms enabled users to customise forms themselves with minimal intervention from our Customer Success team

Result

Product differentiation

Smart Forms offered data entry customisation in ways that set us apart from our competitors

Result

Platform stickiness

Less churn was noted in orgsanisations that utilised Smart Forms

Lessons learned

Enterprise Users Expect Spreadsheet-Level Power

Our users don't want simplified forms - they want sophisticated tools with intuitive interfaces.

Our users don't want simplified forms - they want sophisticated tools with intuitive interfaces.

Error Handling Must Give Users Control

Not being clear on the amount of errors felt frustrating. Manual navigation preserved user agency while still providing guidance.

Accessibility Builds Trust Beyond Compliance

Post-launch WCAG improvements weren't just about standards - they demonstrated our commitment to inclusive design, which resonated with enterprise buyers.

Post-launch WCAG improvements weren't just about standards - they demonstrated our commitment to inclusive design, which resonated with enterprise buyers.

Post-Launch Analytics Drive Major UX Wins

The most impactful improvements came a year after launch when we had real usage data. Analytics revealed user behaviour patterns invisible during initial testing—like the discoverability gap for bottom-left buttons and mobile-first table usage.

The most impactful improvements came a year after launch when we had real usage data. Analytics revealed user behaviour patterns invisible during initial testing—like the discoverability gap for bottom-left buttons and mobile-first table usage.