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Design high-converting accessible forms without doing years of research

An online video course for UXers, content designers and frontend developers who want to eliminate friction and simplify (complex) form flows at every level of detail.

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“Adam’s course is worth every penny. The lessons are backed by solid research and rationale. Since following Adam’s guidance, our conversion rate has increased significantly.”

Esben Lorenzen Design Lead at Pento

Is this you?

• Your forms are long, unwieldy and full of complexity, but you’re not sure how to make them better
• Your forms contain unnecessary questions but your stakeholders insist on including them
• You’re quite comfortable with designing basic forms but you lack clarity in how to deal with more complex forms
• Your colleagues constantly suggest inaccessible patterns and it’s impossible to convince them to do otherwise
• You want to increase conversion and reduce error rate but you don’t have a clear strategy to make it happen

If you said yes to any of the above, that’s why I made this course...

Why I made this course

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

My mission is to create simple 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 more recently GOV.UK.

I’ve always obsessed over forms. I became so obsessed that I wrote Form Design Patterns for Smashing Magazine.

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).

I redesigned a checkout journey for the world’s leading digital takeaway delivery service. And conversion increased by 5% or 37,000 orders a week.

And I redesigned an appointment booking journey for one of the UK’s largest GOV.UK services. And completion time went 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 a crazy amount of time coding, designing, prototyping, researching and learning what works and what doesn’t

• I’ve spent loads of time trying (and failing) to convince my colleagues to do good design, not just make things look pretty

• I’ve read many articles and books on form design. But often the practical advice is missing or worse, it’s wrong or misleading

If this sounds familiar at all then you might be in the right place...

What you’ll learn

This course distills down 20 years of experience and research into a simple, easy to digest set of patterns and processes to teach you how to:

• Diagnose complex, real world journeys and fix the issues you find
• Design simple, accessible and mobile-friendly interactions
• Help users recover from errors in a robust, accessible way
• Kill unnecessary questions and get stakeholders to agree
• Influence your colleagues to follow good design and UX
• Write clear, concise labels, hints and error messages
• Ensure your forms have high completion rates

And it’s entirely self-paced, so you can take it in your own time.

Gain access to a community of experts

Most courses are just video recordings. But what if you have questions? Or struggle to apply the lessons to your context?

That’s why you’ll also have access to a community of experienced designers, content designers and frontend developers to ask questions and get support.

Module breakdown

Watch 2 quick lesson previews

What you’ll get

• 20 video lessons packed with analysis and practical design tips spanning interaction, content and service design.
• A proven process to convince stubborn stakeholders to kill unnecessary questions in just one 60-minute meeting.
• 36-page cheat sheet containing 52 rules you can use immediately to improve UX and increase conversion.
• A proven (lightning fast) process to prototype forms as a team, focusing on the details that matter most.
• A pattern to avoid optional questions without removing them.
• Access to an experienced community of designers, content designers and frontend developers.
• 11 hours of real world form critiques and Q&A with students.

Form Design Mastery cheat sheet

Every lesson covers multiple rules which I’ve distilled into a simple cheat sheet containing 52 rules.

What former students say

Adam’s course is full of real world practical takeaways that I used to improve multiple journeys. Adam’s lessons are useful, interactive and engaging. Highly recommended.

Chi Wai Li Senior Product Designer at Floww.io

Adam’s Form Design Masterclass was great. I’d highly recommend it to frontend frontend developers and interaction designers who are serious about making stuff that works properly for everyone.

Adrienne Lai UX Lead at Exchange Lab

I highly recommend this course because Adam’s approach is very pragmatic and practical. No fads, always gets to the essence of the problem. The patterns in this program will still work 10 years from now.

Toshi Hayashi Product Designer at Palo Alto Networks

I highly recommend this course. Adam’s knowledge of form design is insane, and he imparts this knowledge in well-thought-out lessons. The Q and A calls offer a space to share real-world challenges, and Adam collaborates with the group to provide insights and explore solutions.

Stacy Hyun Art Director

Forget flashy Dribbble designs, Adam’s program is essential for anyone wanting to design great forms. Adam’s course is worth every penny. The lessons are backed by solid research and rationale. Since following Adam’s guidance, our conversion rate has increased significantly and our stakeholders are delighted.

Esben Lorenzen Design Lead at Pento

Since taking the course I’ve received many comments from stakeholders about how much quicker I design forms and how consistent my designs have become. The course has become a resource that I come back to many times across projects, which is why I recommend it to every designer who works with forms or services.

Dan Pape Senior UX Designer at Next

Before taking the challenge, I felt like I couldn’t confidently explain my design decisions. Now when someone questions my design, I’m able to confidently communicate every aspect of the approach in a simple way. The challenge has made my life so much easier and I’m really looking forward to seeing this community grow.

Joe Horton Interaction Designer at UK Government

This course helped me think through all important aspects of form design and confidently discussing and reasoning each design decision made. I love the style which is very practical and hands on. I can recommend asking questions for the Q&A, where Adam quickly grasps the presented problem and gives very valuable feedback.

Mikkel Sonnenschein Product designer

As a frontend dev, I was aware of many problematic form patterns to avoid. But I didn’t know what patterns I should use instead. That’s no longer the case because Adam has equipped me with solutions to build great forms. I’d recommend the course to anyone who believes in building accessible, robust and useful products for the web.

Nathan Knowler Senior Frontend Developer

This course makes it easy to understand what makes a well designed form. I was struggling to explain best practices when recommending a design approach. This course solves this in an organized way. It also covers how to make forms accessible. Even though my coding skills are beginner, I will return to this part of the course to improve.

Roberto Andrade Selibe UX designer/researcher

I highly recommend Adam’s form design mastery course. He brings real-life examples to the course and backs up design choices with real data. I work in a space where quantitative data is king, and since employing some simple changes around field labels and removing unnecessary form steps, we’ve seen an increase in qualified form completions on our sites.

Ryan Weisser Senior Product Designer

Adam’s Form Design Mastery course is a must for anyone who is in the business of designing and building forms that convert and work accessibly. Even as a very 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 recorded lessons are well structured and the Q&A calls are brilliant!

Sajhd Hussain Senior UX Designer at John Lewis

Adam's insights on form design have really helped in my role as a product manager. The course is thorough and covers pretty much everything you need to know to create functional, user-friendly forms. He provides clear explanations for why with good evidence to back up the decisions. Even after the completing the course several months ago I find myself returning to it to further cement my knowledge.

Rachel Martin Product manager

Before taking the challenge I struggled to arrive at clear ideas on how best to design forms in varying situations, so I lacked confidence when presenting my ideas with stakeholders. Since taking the challenge I feel confident I’m making the right decisions. As well as that I feel I have access to a friendly community with experience in different types of form challenges that I can ask for help when faced with a challenge myself.

Simon Young Senior UX Engineer at Claromentis

Being able to join 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 through this whole process, from attending Adam’s course to embedding it into our ways of working has helped us shape and develop our forms.

Paul Braddock Lead Designer at Co-op Group

Having taken countless design courses, the one course I always recommend to my colleagues is Adam’s form design masterclass. Plain language ✓ Accessiblity ✓ Breaks down the why and how, not just the what ✓. 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 absolutely worth the investment. His work has helped me build out a career in design and for that I’m eternally grateful.

Josh Kim Accessibility Lead at VA.gov

I'm a Product Designer and my knowledge of front-end is very limited. I've been on a personal a11y journey for about four years now ever since moving from agency work (high-level UX work essentially) to becoming a Product Designer. This course felt like a bit of a cheat code, to be honest. I've learnt so much in such a short space of time. It's been so valuable to my journey to becoming a more inclusive designer. I can't wait to incorporate everything I've learned into my client's work. Feeling empowered and inspired! Thank you so much Adam.

Adam King Product designer

All of us have been on websites and had the unpleasant experience of filling out poorly designed forms. But what makes a good form? Is it layout? Is it typography? Is it text? Is it any of these or all of these? Attending Adam Silver’s Masterclass on Form Design opened my eyes to the myriad factors involved in good 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

I have been following Adam's work for a long time and was very pleased to see he is running this course on form design mastery. I wanted to attend the course as I struggled on deciding the best stratergies for form design. Often repeating research with every new project. With Adam's course I am now able to refer to well researched and user tested forms designs and his rules of form design form a core of my form work. If you work desiging or building forms at all this course is for you. The next ten years of my career will be based on what I have learnt in this course.

Damian Seftond Web developer

I’ve been always asking myself if the forms I’m designing are good enough...is this the best I can do? So, reading numerous articles, and attending webinars and courses still didn’t help me to find the missing piece. Thanks to Adam’s Form Design Mastery course now 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. Thank you, Adam!

Nataliia Bieschastnova Senior UX/UI Designer at Kyndryl

Adam’s Form Design Mastery course provides clear guidelines and rules to reduce complexity, promote clarity and make things straightforward for users. The tools and techniques he teaches help ensure the right questions are asked, at the right time, in the right way. I also found the community to be welcoming, engaging, supportive and full of talented folk. Adam gave expert advice and focused coaching throughout. The course has helped me identify many improvements to our products. I’m confident that this will enable us to give users a more consistent, usable and accessible form experience.

Jonathan Mitchell UX Designer at University of Cambridge

Adam has distilled all his expertise in designing forms in this course. I'm not exaggerating, I consult his course cheat sheet docs at least once a day while designing. He's helped me grasp that in form design, it's unnecessary to reinvent the wheel in the small details, if you are looking for good usability, following the basics work. I've also learned to identify which navigation pattern 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 doubts. Which has helped me a lot. Considering that a huge part of online content involves forms, the course content is extremely valuable.

Paula Cayuela Product designer

In early 2023, I started a new job as a product designer at an organization where the experiences we are building are largely forms. My imposter syndrome came on strong! I'm so glad I jumped on Form Design Mastery challenge. 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 challenge. I've returned to the content frequently for refreshers and to ask questions of 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, the challenge flew by but I’m still getting value from the community to this day.

Paul Douglass UX Designer

Everyone working on digital experiences should take Adam’s Form Design Challenge (and read his book!). We need more proponents of the kind of 'boring' (but wickedly effective) design Adam advocates for. My main reason I took the Challenge 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 Challenge 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

I’m a dev with little design experience, so it was hard to confidently justify my design choices to stakeholders and involving them in the design process was messy and frustrating. But just after finishing the course, I delivered a government form in which stakeholders wanted to include 7 complicated form fields. Using techniques I learned 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. The awesome thing is that Adam shows how these techniques and principles also apply to commercial services. 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

As a content designer, I know how important form design is, but often I’ve had to take what few wins I can get, while still shipping forms that are bloated, poorly designed, and hard to use. The challenge 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 our 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 instance, 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 challenge highly enough.

Mitch Krpata Senior content designer

Having worked in GOV.UK for several years, I was familiar with some of the GDS patterns and good practices Adam presented in the course. That said, I found the course an excellent refresher and picked up some wonderful resources and learnings 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. Further to that, I found advice on tracking errors valuable. These are just a couple of examples that were helpful to me. Another big takeaway was removing any fancy UX and keeping things as simple as possible. This mindset will make the experience better for users, and your business will most likely benefit from that. There is something here for everyone, public or private sector and practitioners of all levels. Adam also has live calls where he is personally available to chat through any design challenges you want to bring. Another great resource!

Tom Brown Interaction designer

Pricing

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

If you’re interested in signing up multiple team members, please send an email to [email protected].

You’ll also get these bonuses

Bonus #1: Video breakdown of how to design a close-to-perfect accessible date picker

Dates are one of the trickiest interactions to design and most products make a mess of it. I’ll distill it all down and break down my accessible date picker which you can use in all your projects.

Bonus #2: Video breakdown of how to stop users from submitting more than once

Most products disable the submit button but this is bad for multiple reasons. I’ll show you exactly how to stop users submitting forms more than once in the most accessible and robust way.

FAQs

Who’s it for?

It’s for UXers, content designers and frontend developers who want to get crystal clear about what good form design really looks like. Or for people who know a fair amount already but want to hone their skills further to get their ideas implemented in the workplace.

What equipment do I need?

• Google Docs
• Google Sheets
• Google Chrome (or any browser with devtools)

Will this only cover the basics?

No, the lessons cover everything from the basics to the most advanced topics like how to deal with complex, supersized forms.

What if you don’t cover solutions to my particular problem?

Great, I want to know what you want covered so that I can incorporate it into the course. If you want to be sure before you join the course, send me an email.

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

No. While I’ll show you a lot of things I use in the public sector, 99% of the patterns I share will work just as well in the private sector. In fact, I consider knowing them to be a competitive advantage for the private sector (as they make so many bad UX mistakes).

Do I need to know how to code?

Knowing some HTML would be a bonus, but it’s not essential. I’ve had UXers and content designers who don’t know how to code go through the course without a hitch.

The reason I include code in my lessons is because UX is intertwined with code. But you can still gloss over the code snippets or pass them on to your frontend developers.

Is the course only applicable to websites? What about apps?

The course is primarily aimed at products, services and websites that people use through a browser. But the vast majority of what I teach is applicable to apps too.

What’s the refund policy?

I do not 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.

I’d also like to remind you that 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.

“The one course I always recommend to my colleagues is Adam’s form design masterclass. Being able to interact with Adam and get a deep dive into his research and rationale was wonderful. This course is absolutely worth the investment.”

Josh Kim Accessibility Lead at VA.gov