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 former students have said

Before taking the course, I struggled to explain my design decisions. Now when someone questions me, I can clearly communicate every aspect of my approach. 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 faster I design form flows and how consistent my designs have become. I regularly reference the course and recommend it to every designer I know who works on forms.

Dan Pape Senior UX designer at Next

I’ve consumed countless articles, webinars and courses but none helped me very much - until Adam’s course. Adam’s experience is grounded in research, accessibility, and practical, well-thought-out interactions, all shared in a welcoming environment for collaboration. Highly recommended.

Nataliia Bieschastnova Senior UX/UI designer at Kyndryl

This course is a cheat code for understanding what makes a good form in any scenario. I've learned so much in such a short space of time and I can’t wait to apply it to my client work. I feel empowered and inspired - thank you, Adam! I can’t recommend this course enough to any designer.

Adam King Product designer at Forme

Adam’s course is a must for anyone who wants to design and build accessible forms that convert. Even as an experienced designer, the tips and discussions deepened my understanding and gave me techniques to use going forward. The videos are excellent and the live Q&A calls were brilliant!

Sajhd Hussain Senior UX designer at John Lewis

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

Ryan Weisser Senior product designer

I love how this course naturally weaves accessibility and content design into the form design process. This course makes it clear that accessibility isn’t an afterthought but an integral part of the design itself. I’ll keep referencing the resources in my day-to-day work. Highly recommended.

Gretchen Maciolek Senior designer

Before taking the course, my biggest struggle was choosing the right component for the job. I now feel much more confident using the right patterns for every user journey. Take the course – it will help you design better products and communicate your ideas effectively to BAs, content designers and product owners.

Kirill Titov Interaction Designer at HMRC

Joining Adam’s course was a bucket-list moment for me as a designer. Following his advice, we’ve seen abandonment and exit rate decrease, while conversion rates have increased. I’m in awe of Adam’s knowledge and expertise in form design. The data and insight we’ve gained from the course have has helped us shape and improve our forms.

Paul Braddock Lead designer at Co-op Group

Two colleagues recommended Adam’s course to me, and I’m glad they did. It helped me see what bad form design practices are and understand what to avoid - as well as what good form design looks like. The community is incredibly valuable for discussing problems with other designers. It's a brilliant course, and I'd highly recommend it.

Claire Hart UI designer at Next UK

Before taking this course, my biggest struggle was being the single voice amongst 20+ teammates and stakeholders who constantly questioned my suggestions. The tools and techniques I’ve learned have given me enough confidence to stand my ground. As a result, our forms have been simplified in every way - so much so that other areas of the business have reached out to me for help. Thanks, Adam, I’m still getting value from the community to this day.

Paul Douglass UX designer

At the enterprise level, a lot of product design is actually form design. It’s not glamorous work, but it’s extremely important. This course clearly explains the DOs and Don’ts of form design. Adam’s approach is refreshingly clear, and his experience designing for large and diverse user groups makes it easy to trust and adopt his expertise. Since completing the course, we’ve updated our design system and now have a clear framework to make good design decisions.

Andrew Bloyce Senior product designer at Tanda

Forms are one of the trickiest parts of UX and I've been searching for solid foundations to build better forms and improve our existing flows. Having followed Adam's newsletter for quite some time, I decided to take his course - I’m glad I did. Form Design Mastery provides clear foundations and practical tips, explaining the reasoning and impact behind every decision. It’s helped me improve our form flows, enhance conversion and guide engineers on technical improvements. Totally worth the cost!

Simon Vandereecken Product designer at Checkout.com

As a developer without much design experience, it was hard to justify my design choices to stakeholders, and involving them in the design process was messy and frustrating. After the course, I delivered a new government form where stakeholders wanted seven complex fields. But using techniques from the course, I negotiated that down to just two fields with one of them being optional. This course is not just for people who make forms in civil service - Adam shows how these techniques work equally well in the private sector.

Pandu Supriyono Web Developer

Adam has distilled his expertise in form design into this course. I'm not exaggerating - I consult his cheat sheet at least once a day while designing. He's helped me understand that it's unnecessary to reinvent the wheel; if you want good usability, following the basics work. I've also learned how choose the right navigation pattern to help users fill out forms. The Q&A calls were invaluable for solving job-specific design challenges. Considering that most digital products involve forms, this course is extremely valuable.

Paula Cayuela Product designer

This course has transformed the way I approach design. My favorite parts were learning how to remove unnecessary questions and the eye-opening details on form validation. The videos are well-edited - every minute is packed with valuable insights. I also appreciate the community, where Adam and other designers are quick to respond to questions and give feedback. Since completing the course, I’ve realised 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

I’ve often had to take what few wins I can get while still shipping forms that were bloated, poorly designed, and hard to use. But this course reinforced what I already knew and taught me so much more. I’ve already used Adam’s process to streamline a form used by my company’s high-value accounts. Even though I‘m not an engineer, the code examples gave me the vocabulary to persuade developers - for instance, by explaining how a new approach to date inputs made validation easier. Building great forms is the real work of UX, and no one can teach you more about how to do that than Adam.

Mitch Krpata Senior content designer

Everyone working on digital products should take this course. We need more proponents of the kind of “boring” but wickedly effective design that Adam advocates. I took the course to argue more effectively for this and it definitely added powerful arguments to my toolbox. Adam’s examples are clear, hard-hitting and full of helpful advice, including code snippets explained at a level every designer can understand. Even though I was 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

Get access today

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

“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

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].

“Enrolling the Multiverse UCD team on Form Design Mastery has transfomed how we design user interfaces. The live calls were invaluable - not just Adam’s critique, but for making sure we prioritise practical, research-backed learnings over trends.”

Simon Lind Principle Designer at Multiverse

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