About Me
Web Forms
A 0-1 product to collect data. Generated >0.25M in GNMRR.
Jan 22 - Jul 24
Overview
Problem
PDFs are clunky and our users want to provide their clients with a more modern experience.
My Role
  • Launched a new v0 product as the sole designer.
  • Led a team of 3 for a full scale release to 400 customers.
  • Prioritized features to drive activation, resulting in over 14K active forms.
Solution
A beautiful online form builder to collect data that integrates with other DocuSign products.
My Team
  • Director of product
  • 10 developers (3 front-end)
  • 2 guest designers (post v0 release)
  • User researcher
Key Designs
1

1. Core Experience: Form Builder
A simple, three-panel interface.
2
2. Expanding functionality: branding
Letting users showcase their brand to add
delight and build trust.
3
3. Connecting to the DocuSign ecosystem
Connecting form fields to another product for an
end-to-end automated workflow
Timeline
Started with internal demo product
v0: An accelerated release as the only designer
Onboard 2 more designers and
prioritize features
v1: Own and improve selected features, e.g. custom branding
v0: An accelerated release
V0: User & Goals
User: Our target user was a Form Creator at a medium-sized company looking to digitize their physical forms created in DocuSign. They needed a customizable data collection tool that would integrate with other DocuSign products.
Goal: The primary metric for success was to improve activation rate among our target enterprise customers.
V0: The Challenge
My challenge was to take an internal demo product and transform it into a live, user-facing product on an accelerated timeline. This meant balancing speed with a high-quality user experience while making trade-offs to prepare the product for a full public release.
V0: The Designs
Decluttering the demo designs
Keeping the product lightweight
v1: Focused features
V1 Goals
After a successful initial launch, the project shifted into a new phase. I onboarded 2 more designers onto our team, and with a stable beta product in hand, we could move beyond the foundational work of V0.
Our primary goal remained to increase activation, but we now focused on this by adding more depth and value to the product.
V1: Features I focused on

Onboarding

Empowering users to customize the form's appearance to match their brand. Click images to see details.

Branding

Empowering users to customize the form's appearance to match their brand. Click images to see details.

Data connections

Helped users link form fields to another DocuSign product, so they could automate their workflow from data collection to signature. Click images to see details. Granular connections view Users could verify key field connections while building the form Summary connections view Users could review all field connections at-a-glance

Accessibility

Helped users link form fields to another DocuSign product, so they could automate their workflow from data collection to signature. Click images to see details. Granular connections view Users could verify key field connections while building the form Summary connections view Users could review all field connections at-a-glance

Results
14.29K
Web Forms activated
The product saw significant early adoption and success, across total forms activated and # unique visitors.
#4
Sticky product at DocuSign
Web Forms was ranked the #4 "stickyproduct" at DocuSign out of 67, a metric set by the data science team.
$0.25M
GNMRR
Our product drove significant revenue growth by attracting new, paying customers in its first year.
Learnings
Thriving in the deep end
  • It was stressful being new to the team, but I learned that I can thrive under pressure and navigate relationships by focusing on my strengths.
Incremental impact
  • I learned to strategically improve UX by delivering a series of incremental changes that respected technical limitations.
Earning a seat at the table
  • I learned to become the product expert for my team, even as a non-senior member. This allowed me to confidently advocate for UX and influence key directions.
Illustration Credit: Humation
Specialized in 0-1 & growth
Anushri Kumar
anushri.kumar@gmail.com