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Audience applauds — Okay Hi everyonThanksnk you for being here after lunch That lunch I think waste best lunch I've had at a conference Who agrees audience applauds and cheers Thank you it really was So I'm here today total to you about forms Yes So a little of background My name is Julie once again I'm Senior UX Designer for Bronte which is an e-commerce marking platform that was recently purchased by Oracle So previously I was in public relations and about 10 years felling love with web design and development and that has since morphed into user experience So please feel free to find me afterwards I love chatting and networking and just really thrilled to be here with you all in New Zealand Okay So why do we care about forms Well forms are the linchpin to all online interactions Forms are important for registration for revenue to grow our community and participation in sharing and any task that requires entering information So just think There'd be no cat video son YouTube without a form or none of us would behead at this conference with registering for the conference using a form They're incredibly important to our interactions with life So Luke Wroblewski who'the kind of grandfather of web form design said that Web forms are often the last and most important mile in a long journey And this really resonated with me 'cause I can tell you previously I was working Iran agency where we were doing Drupal websites and Ashe information architect and UX designer I was doing the lot of things and mostly kind of our forms went something like this About two to three days before launch somebody would say Julie do we have a contact form And I'd go Oh shit Forgot the contact form So I would end up then having to enable the web form module or remind a developer to puttee web form module in the site and just kind of throw it together So Luke's quote really rang true and for me personally which is why I started researching really how can I make the best and most effective form So how much do we think bad form can cost you Well I mean the real answer is priceless right But I can tell you that for Expedia it was about 12 million They found that users were going on the site entering their travel information going through the whole process and then clicking Buy Now but not completing the transactions This was happening countless amount of times so what's up with that Well it turns out that they had a field under First Name Last Name for Company and users were entering their on the billing this was on the billing screen, so users were entering their company-- I mean entering their bank account like their bank name in the Company field and then entering their bank address in the Address field, so credit card transactions were failing because of course the Address was the bank address and not like their actual home address that the credit card company knew So after doing a little of research they realized if they just removed that Company field transactions...
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