Learn how to design forms that users fly through using research-proven patterns that actually work

“Forget flashy Dribbble designs, Adam’s training is essential for anyone who wants to design great forms. Since putting it into practice our conversion rate has increased and our stakeholders are delighted. Adam’s course is worth every penny.”

Esben Lorenzen Design Lead at Pento

Is this you?

• You know a fair amount about the basics of form design – but complex interactions and journeys leave you second-guessing
• Stakeholders insist on asking users unnecessary questions – and convincing them to change their minds feels like an uphill battle
• Colleagues often design inaccessible solutions – and you struggle to persuade them to do otherwise
• You want high completion rates and fewer drop-offs – but you're unsure how to go about it

That’s why I made this course...

Why I created this course

I’m Adam, a designer and former frontend developer from London, UK.

My mission is to create digital products that are intuitive and effortless to use.

I’ve been doing this for 20 years for organisations like Tesco, BBC, Just Eat, and GOV.UK.

I’ve always been obsessed with forms. In 2018 I wrote Form Design Patterns for Smashing Magazine and later started running live workshops with up to 80 people at a time.

Now I don't claim to know it all.

But I have helped 100s of designers, content designers and frontend developers transform the way they design forms (and the surrounding product of course).

I redesigned a checkout journey for the world’s leading digital takeaway delivery service and increased orders by 5% (37,000 per week).

And I redesigned an appointment booking journey for a high-profile GOV.UK service and reduced completion time by 83% (from 6 minutes to 1 minute).

I’ve watched 100s of users fill out forms. I know where they struggle. And I can tell you the same design mistakes happen again and again.

But it’s taken a lot of effort to get to this point:

• I’ve spent countless hours designing, prototyping and usability testing to find out what works and what doesn’t

• I’ve tried (and failed) a million times to convince colleagues to practice good design, not just make things look nice

• I’ve read every form design book I could get my hands on. But usually the practical advice is missing, misleading or just wrong

So I took everything I’ve learned and distilled it into a simple course with everything I wish I had when I first started:

Module overview

No fluff or filler - just 5 simple modules to get you from form design zero to form design hero in just over 2 hours.

“I was hesitant to sign up because the course didn’t seem long enough to justify the price. But I was wrong - the course is packed with tips.”

José Pedro del Teso UX/UI designer at Nateevo

Additional deep dives

You’ll also get access to my growing collection of pattern-specific deep dives:

Trusted by designers worldwide

Form Design Mastery has been taken by individuals and teams working at companies, governments and educational institutions worldwide.

A few tips from the course

• An interaction pattern that increased revenue by £50M per year. And the crazy thing is that most designers overlook it. (Module 4, Multi-step forms, part 1, 8:00)
• How to write error messages that prevent abandonment using 7 dead simple rules. (Module 3, How to write error messages)
• How to decide if hiding help text behind a toggle will actually improve or degrade UX. Use these two criteria to check. (Module 1, Nail the basics, Part 1, 9:51)
• A $300M form design mistake you might be making. And a simple fix that solves it. (Module 4, Multi-step forms, part 1, 2:05)
• The Apple design principle that you’re probably not using in your forms – but should be. (Module 1, Nail the basics, part 1, 12:34)
• A powerful rule for designing form fields that many designers surprisingly don’t know about (or just ignore). (Module 4, Multi-step forms, part 1, 3:01)
• How to convince stakeholders to remove unnecessary questions. This simple process works like magic. (Module 2. Kill your questions, part 1)
• How to make sure errors don’t get cut off on mobile. Use this enhancement to improve UX. (Module 3, How to show errors, 4:25)
• Why placeholders degrade UX – and the simple alternative that you can use instead. (Module 1, Nail the basics, part 1, 1:35)
• A pattern to make it easy to select from a really long list. This combines three separate patterns together for the best UX. (Module 4, Multi-step forms, part 2, 4:15)
• Amazon’s registration form design mistake that you may be making – plus a simple solution for it. (Module 1, Nail the basics, part 2, 3:30)
• Why native radio buttons are problematic. Plus the fix that improves both usability and aesthetics at the same time. (Module 1, Nail the basics, part 1, 13:01)
• A common design mistake with single-question forms – and how to avoid it. (Module 4, Multi-step forms, part 1)
• Most users ignore hint text. Here’s the pattern that guarantees they won’t. (Module 4, Multi-step forms, part 2, 9:02)
• Why tabs don’t belong in forms. Here’s the zero-friction alternative that works better every time. (Module 4, Multi-step forms, part 1, 1:01)
• How to implement hint text to give screen reader users the best UX. (Module 1, Nail the basics, part 1, 4:52)
• How to prevent users from last-second abandonment. This pattern builds trust, reduces mistakes and increases conversion all at the same time. (Module 4, Multi-step forms, part 3, 5:45)
• How to present complex questions that have a lot of guidance. Most designers overthink the problem and degrade UX in the process. (Module 1, Nail the basics, part 1, 9:44)
• Why you probably shouldn’t be using a progress indicator in multi-step forms. (Module 4, Multi-step forms, 7:05)
• A common ‘error-prevention’ trick that doesn’t work – and what to do instead. (Module 3, When to validate, 1:10).

And so much more.

Form Design Mastery Community

You’ll join a community of form design obsessives who give support and feedback when you need it.

What some of my students say

We needed guidance to improve our SaaS platform and the many forms within it. The course delivered everything I had hoped for and it opened up ideas for improvement. We now know where to start and what to do.

Stefan Richter Co-founder at Membermeister

Forget flashy Dribbble designs, Adam’s training is essential for anyone who wants to design great forms. Since putting it into practice our conversion rate has increased and our stakeholders are delighted. Adam’s course is worth every penny .

Esben Lorenzen Design Lead at Pento

I took this course because we have many complex forms. I regularly reference the Form Design Mastery handbook before designing any form. Adam’s lessons are incredibly easy to understand, and his ‘Boring UX is Good UX’ perspective has really influenced me.

Ezgi Tam Product design at Trendyol Express

Before taking the course, I felt like I couldn’t confidently explain my design decisions. Now when someone questions me, I’m able to confidently communicate every aspect of the approach in a simple way. The course has made my life as a designer so much easier.

Joe Horton Interaction designer at UK Government

Since taking the course I’ve received many comments from stakeholders about how much quicker I design form flows and how consistent my designs have become. I reference the course regularly across projects, which is why I recommend it to every designer who works on forms.

Dan Pape Senior UX designer at Next

Before the course I struggled with confidence when designing forms and I lacked confidence when trying to explain design decisions to teams. But now I’m much more confident. To anybody who’s on the fence about taking the course, just do it. You’ll learn so much from Adam.

Rob Langdon Senior interaction designer

I’ve followed Adam’s newsletter for years. The course didn’t disappoint – it gave me the structure I needed to tackle complex forms and I loved the practical examples, clear explanations and research-backed arguments. I also feel more confident pushing back on unnecessary fields.

Camille Josse Senior Content Designer

I highly recommend this course as it breaks down real-life examples and backs up the design decisions with real data. I work in a space where quantitative data is king and since making changes around field labels and removing unnecessary form steps, we’ve seen an increase in qualified form completions.

Ryan Weisser Senior product designer

Taking Adam’s course opened my eyes to the myriad of factors involved in form design. The best thing about the course is that Adam is able to back up all of his form rules with real life data. Good form design moves from the realm of art to science. You will not look at forms the same after Adam’s course.

Les Ansley CEO at Ibhu

Adam’s course is a must for anyone who designs and builds forms that convert and work accessibly. Even as an experienced designer myself, the tips and discussions really helped give me a deeper level of understanding and techniques that I’ll be using going forward. The videos are well structured and the Q&A calls are brilliant!

Sajhd Hussain Senior UX designer at John Lewis

Before taking the course my biggest struggle was to ensure I used the correct component for the particular interaction. I now feel much more confident in using the right patterns for every user journeys. Take the course – it will help you design better products and communicate your ideas to your BAs, content designers and product owners.

Kirill Titov Interaction Designer at HMRC

Before taking the course I struggled to arrive at clear ideas on how best to design forms in varying situations, so I lacked confidence when presenting my ideas to stakeholders. Since taking the course I feel confident I’m making the right decisions. I also have access to the friendly community of designers to fall back on if I need help in future.

Simon Young Senior UX Engineer at Claromentis

Adam’s course really helped me in my role as product manager. It’s thorough and covers pretty much everything you need to know to create functional, user-friendly forms. He provides clear explanations with good evidence to back up decisions. Even after the completing the course months ago I find myself returning to it to further cement my knowledge.

Rachel Martin Product manager

I’ve already recommended Adam’s course to my colleagues. Whatever your level of experience, this course offers plenty of insights. The lessons are clear, informative with great justifications for why you should use these patterns. And the extra resources like the handbook, past live call recordings and community mean you can quickly refer back when you need it.

Crispin Fu Service Designer at MHRA

This course came at the perfect time for my work in government service design which is a tricky. This module on supersized forms proved essential for my particular problem. It gave me ideas of how to tackle the design pattern creation for my organization. The videos were easy to follow, and each module in the course had a quiz that helped me master the material.

Kristn Ouellette Muskat Principal UX Designer at Coforma

Joining Adam’s course was a bucket list moment for me as a designer. Following his advice, we’ve seen abandonment rate and exit rate decrease, whilst conversion rate has increased. I’m in awe of Adam’s knowledge and expertise when it comes to form design. The data and insight we’ve captured from the course and embedding it into our design process has helped us shape and develop our forms.

Paul Braddock Lead designer at Co-op Group

I was recommended Adam’s course by two colleagues. It helped me see what the bad form design practices are and what to avoid. And to get a good understanding of what good form design looks like, how we can make them better, more accessible and user friendly. The community allows you to discuss problems with other designers which is so valuable. It's an absolutely brilliant course I'd highly recommend it to anyone that's considering it.

Claire Hart UI designer at Next UK

I’ve taken countless design courses, but the one course I always recommend is Form Design Mastery. Plain language; accessiblity; breaks down the why and the how; Adam is superb at explaining things in ways anyone can pick up and understand. Being able to interact with Adam and get a deep dive into his research and rationale was wonderful. This course is easily worth the investment and it helped me build out a career in design and for that I’m eternally grateful.

Josh Kim Accessibility Lead at VA.gov

I don’t specialise in form design so it’s been hard to know the best practices for every type of component for every type of form. But this course feels like a cheat code to understand what makes a good form in many different scenarios. I've learnt so much in such a short space of time. I can't wait to incorporate everything I've learned into my client work. Feeling empowered and inspired! Thank you so much Adam. I cannot recommend this course enough for any designer.

Adam King Product designer at Forme

I have been following Adam’s work for a long time and was delighted to see him create this course. I wanted to take it as I struggled to decide the the best approach to form design and I’d often repeat research with every new project. With Adam’s course I’m now able to refer to well-researched and user-tested patterns that are a core part of my work. If you design or build forms at all, this course is for you. The next ten years of my career will be based on what it’s taught me.

Damian Seftond Web developer

Before taking Adam’s course our forms were inconsistent and lacked structure which lead to users not completing them. But the course gave me a lot of tips and tricks to simplify our forms and reduce complexity for our users. I highly recommend this course to anyone looking to improve their forms or even just learn about UX design in general. The coaching call was incredibly helpful, Adam offered a lot of insights as we went through the forms together and shared many ways to solve the problems we were having.

Jay Patel Product Designer at GoodUp

I always ask myself if the forms I design are good enough or if they can be better. I’ve read numerous articles and attended webinars and other courses but they still didn’t help me to find the missing piece. but thanks to Adam’s course, I’ve found a new perspective and a fresh point of view I have been searching for! I’d highly recommend this training because Adam has lots of experience that is based on research, well-thought-out interactions, accessibility, ‘how-to’ guidelines for development and a welcoming atmosphere for brainstorming.

Nataliia Bieschastnova Senior UX/UI designer at Kyndryl

Forms are one of the trickiest part of UX and I've been looking for good foundations on how to build better forms and improve our existing flows. Following Adam's newsletter for quite some time, I wanted to give his course a go and I’m glad I did. Form Design Mastery gives clear foundations and a lot of tips to build great forms with the reasons behind every decision and impact on the overall form experience. This helped me a lot to improve our flows and enhance our conversion as well as advise our engineers on improvements we could make. Totally worth the cost!

Simon Vandereecken Product designer at Checkout.com

Adam has distilled all his expertise in form design into this course. I'm not exaggerating, I consult his course cheat sheet at least once a day while designing. He's helped me grasp that it's unnecessary to reinvent the wheel and if you are looking for good usability, following the basics work. I've also learned to identify which navigation patterns to use depending on the context to fill in a form easily. Plus, he has helped me on Q&A calls to solve some job-specific design challenges. Considering that most digital products involve forms, this course is extremely valuable.

Paula Cayuela Product designer

I love that this course naturally weaves in accessibility and content considerations for form design challenges. Doing what’s best for accessibility is generally what’s best for all users. This course makes it obvious that making a form accessible is an integral part of the design process, not something that you add in after you’ve finalized the design. I know I’ll regularly reference the information and resources from this course in my day-to-day work. This course gives you important foundational skills in designing effective digital form experiences. I highly recommend it.

Gretchen Maciolek Senior designer

I can’t recommend this course highly enough. The material is delivered in bitesize chunks, yet offers a comprehensive wealth of knowledge – a perfect combination. Adam demonstrates and explains the thinking behind several patterns that I’ve been able to use immediately with a client. These have been worth the cost of the course alone. It’s so helpful to examine patterns built on years of experience that have been tested across a wider and larger user base than any of my clients would reasonably be able to do. The patterns and thinking outlined in the course have given me a solid foundation to work from. Thanks so much!

Dave Smyth UI/UX designer

Let’s face it, at the enterprise level a lot of product design is actually form design. It’s not exactly glamorous work, but it’s extremely important to get right. This course is great at giving clear “DO’s” and “DO NOT’s” when it comes to designing forms. Adam is refreshingly clear in his approach and his background in designing for extremely large and diverse user groups makes it easy to trust his expertise and adopt his approaches. Since completing the course we’ve begun updating our design system. And we now have a much clearer framework to follow and less ambiguity around the design choices we make and why we make them.

Andrew Bloyce Senior product designer at Tanda

In early 2023, I started a new job as a product designer at an organization where the products are mostly just forms. My imposter syndrome came on strong! I'm so glad I joined Form Design Mastery. Adam does an excellent job building a foundation with the basics and then introducing more complex concepts. I was able to instantly use knowledge and techniques from the course in my daily work. On top of that, Adam has a humble and kind approach to questions and welcomes input from others. Form Design Mastery is more than a one-time course. I've returned to the content frequently for refreshers and to ask questions in the community.

Hannah Campbell Digital product designer

Before taking this course, my biggest struggle was being the single voice amongst 20+ teammates and stakeholders who constantly questioned everything I proposed. While I had some confidence already, the tools and techniques I’ve learnt have given me enough confidence to stand my ground. As a result, our forms have been drastically simplified in every way so much so that other areas of the business have reached out to my team for help. If you’re on the fence about taking this course just know that the only outcomes for yourself, your organisation and your users are positive. Thanks Adam, I’m still getting value from the community to this day.

Paul Douglass UX designer

As a dev with little design experience, it was hard to confidently justify my design choices to stakeholders and involving them in the design process was messy and frustrating. But after the course, I delivered a government form in which stakeholders wanted to include 7 complicated form fields. Using techniques from the course, I managed to negotiate that down to just 2 with one of those being optional. This course is not just for people who make forms in civil service - Adam shows how the techniques work in the private sector too. On top of that, the course gives you access to a community of clever designers and frontend developers from all sorts of industries.

Pandu Supriyono Web Developer

This course has completely transformed the way I approach form design. My favorite parts were the process to remove unnecessary questions and the eye-opening details on form validatio. The clarity of the information made it easy to follow, even when tackling complex forms. The videos are well-edited, cutting out all fluff, so every minute is packed with valuable insights. I also really appreciate the access to the community, where Adam and other designers are quick to respond to questions and share feedback. Since completing the course, I’ve become aware of just how poorly designed many forms are and I can’t help but think how much better the web would be if more people took this course.

Damian Oczki Product designer at IG Group

Everyone working on digital products should take Athis course (and read his book!). We need more proponents of the kind of 'boring' but wickedly effective design that Adam advocates for. My main reason I took the course was to argue more effectively for this and I can confidently say I certainly added to the arguments in my toolbox. Adam’s examples are clear, hard-hitting and full of helpful advice, including code snippets explained at a level every product designer should be able to understand. And even though I was very much a convert already, the course definitely helped address some of my less-than-stellar practice and regain a commitment to simple and inclusive design at every level of detail.

Marcos Villasenor Lead UX designer at CI&T

Having worked in GOV.UK for several years, I was familiar with some of the patterns presented in the course. That said, I found the course an excellent refresher and picked up some wonderful resources and tips from Adam’s vast UX experience. For example, the process to remove questions is an excellent way to ensure you only get the info you need, allowing your user to move smoothly through your product or service. Another example is the information on how to track errors to then improve forms over time. Another big takeaway was removing any fancy UX and keeping things as simple as possible. This makes the experience better for users, and the business will likely benefit from that too. The advice here is for everyone, public or private sector and practitioners of all levels..

Tom Brown Interaction designer

Before taking this course, we struggled a lot with inconsistency in our forms. Since so many people in our company are responsible for creating forms, they ended up looking very different from one another, leading to a lack of uniformity. This inconsistency made things feel quite confusing and inefficient, not only for us who were creating the forms but also for the users who had to fill them out. However, after taking the course, we've started to develop a set of guidelines on how to create forms. We've already seen some positive changes – our forms are becoming more consistent, and the process of creating them is much clearer. I would encourage anyone on the fence about taking this course to go for it; it's been incredibly helpful in bringing structure and clarity to our work! Again, thank you for the valuable insights.

Andy Marmegard Developer

I was hesitant to sign up because the course didn’t seem long enough to justify the price. But I was wrong. In every lesson I kept learning new ways for making forms better. Information I hadn’t heard of before and which I felt was thoughtfully structured. The course is packed with tips that provides specific and actionable advice on making interfaces usable and accessible for everyone. Adam covers most of the patterns and practices you need for forms and guides you through the different aspects that determine their impact on UX. I can confidently say that I’ve already improved the UX of several projects by applying what I’ve learnt. Last but not least, if there was something not covered in the core material, Adam has been quick to step in and help. Highly recommended for anyone who wants to learn about designing usable and accessible forms to the highest standard.

José Pedro del Teso UX/UI designer at Nateevo

Even though I know how important form design is, I’ve often had to take what few wins I can get, while still shipping forms that are bloated, poorly designed, and hard to use. But the course reinforced a lot of what I already knew and taught me a whole lot more besides. Even better, it gave me the tools to push forward the best decisions for users. I’ve already used Adam’s process to remove unnecessary questions and slim down a form that’s used by my company’s high-value accounts. And even though I‘m not an engineer, the code examples gave me the vocabulary I needed to convince developers to make changes - for example, I was able to explain that a new approach to date of birth inputs was actually easier for us to validate. Building great forms is the real work of UX design, and no one can teach you more about how to do it than Adam. I can‘t recommend the course highly enough.

Mitch Krpata Senior content designer

Get access today

Due to the time-intensive nature, the coaching package has limited spots.

You’ll also get these bonuses

Bonus 1: Form Design Mastery Handbook

A 65-page hand book containing 70 rules from the course (so you don’t have to take notes).

Bonus 2: Form Design Mastery UI Kit

Get access to my personal collection of simple, accessible and production-ready form components.

Bonus 3: Form Design Mastery vault (49 videos)

Short and focused videos of students asking me questions and getting feedback on their forms. For example, the the UK’s most popular car insurance provider.

Bonus 4: Form Design Mastery AI error message generator

Convert labels into a comprehensive list of crystal-clear error messages in seconds.

Bonus 5: Back link flow diagram

One-page flow diagram to show how back and change links should work in complex, multi-step forms.

Bonus 6: How to ask for a phone number (1 hour recording)

Get access to forms expert, Caroline Jarrett’s webinar walking us through the best way to ask for a phone number (it’s 10x harder than it sounds).

Bonus 7: An alternative approach to designing forms (video + template)

No code, no Figma - just a proven, lightning-fast, collaborative technique that I use daily.

Bonus 8: Form Design Patterns (published by Smashing Magazine)

A copy of my 384-page ebook which contains holistic redesigns of 10 real-world form flows with code snippets and explanations for each and every component.

(Note: I wrote the book in 2018 so some of the content is out of date. So please watch the videos before you read the book.)

Level up your whole design team

Some organisations enrol their whole design team together.

It gives the team a shared understanding of the principles and language used to improve form UX across all your products and services.

If you’d like to enrol four or more people, I offer discounts of up to 25%. Plus I’m currently offering a free Zoom call for the group if you buy today.

For more details send an email to [email protected].

FAQs

What if the course doesn’t cover a particular topic or pattern?

Great, I want to know so that I can cover it in the course. If you want to be sure before you sign up, send me an email.

Do I need to know how to code?

Knowing some HTML is useful, but it’s not essential.

I’ve had UI/UX designers and content designers who don’t have coding skills go through the course just fine.

The reason some code is included in the course is because UX is impacted by the code we use to build interfaces.

But you can gloss over the code or pass it on to your developers as you wish.

Is the course material applicable to apps as well as websites?

The course materials is useful for digital products (SaaS), services and websites accessed through a browser.

But most of what I share is applicable to apps too.

Is the material only applicable to sites like GOV.UK?

No. The patterns work just as well in the private sector as the public sector.

What’s the refund policy?

I don’t offer a money-back guarantee. Form Design Mastery is a great course and I’ve described it accurately on this page.

But you don’t have to take my word for it. Scroll up to see some of the feedback I’ve gotten from former students.

And remember once you take the course, you can post questions to the community or directly to me. Either way, I’m happy to help.

If you have any other questions, send me an email.

“I’ve taken countless design courses, but the one I always recommend is Form Design Mastery.”

Josh Kim Accessibility Lead at VA.gov