Introduction Formulation Services Form Creation Service Palette Forms Process Brief Client Text Flow Chart Industry Profile Forms Insight Productivity Improvement through Forms Classification of Electronic Forms Forms Assessment Scoresheet Pricing Matrix
Form Creation Service Palette
Audit
Stakeholder Input
Content Analysis
Graphic Design
Useability Testing
Brand Standards
Programming
Data Management
Audit Systematic evaluation of existing forms.
Stakeholder Input
Content Analysis Comprehensive review of all content with regard to language and usability, equal opportunity, privacy and security.
Useability Testing Measurement of form performance using observational and other types of testing.
Formal survey of form users to grade performance of and satisfaction with existing forms.
Graphic Design Use of proven design principles including colour, layout, typography, and reading paths. Establishment of templates to aid future form production.
Brand Standards Correct application of existing corporate branding standards.
Programming Programming of form to enable electronic filling, saving/filing and submission as well response constraints.
Data Management Establishing processes to enable data to be extracted and formatted in a variety of ways.
Forms Process Brief Client:______________________________________________________ Contact:____________________________________________________ Date: __ __ /__ __ /__ __
Why
Project No: __ __ __ __
Why is the form needed? ___________________________________________________________________________________________ Are there any other existing ways of gathering the information? Yes
Who
No
Who will have access to the form? ___________________________________________________________________________________________ Who will fill the form? ___________________________________________________________________________________________ Are different parts of the form completed by different people? eg applicant and guarantor Yes
No
Will the form be filled by someone other than the applicant? eg a sales person Yes
No
Who will the form be sent to? ___________________________________________________________________________________________
What
What is the title and/or number of the form? ___________________________________________________________________________________________ What format does the existing form take? printed only print and PDF file PDF only print and Word file Word only print and other file type ______________________ other only _ ___________________________________ What other documentation must accompany the submitted form? none
other eg references, certificates etc _ ____________________________________
__________________________________________________________________
What research must the filler undertake to complete the form? none
other eg licence no, referees details etc___________________________________ __________________________________________________________________
What authentication must be provided? none
signature
declaration
other _____________
Where
Where will the form be completed? filler’s home
How
filler’s work
client office
not relevant
handed
downloaded from website
How will the form be accessed by the filler? emailed
posted
How will the form be filled? printed and filled filled on computer and submitted
filled on computer and printed
How will the form be submitted? post
online
hand in
How will the data be extracted from the form? read and keyed into other documents extracted to text document extracted to spreadsheet extracted to other format or system read and entered into other documents in handwriting How will the form be identified? title only
When
number or code only
title and number/code
bar code or other scanned code
When was the existing form created? ___________________________________________________________________________________________ When was the existing form last revised? ___________________________________________________________________________________________ Are there any time constraints with regard to the form eg submission deadlines? Will the form carry a creation date? Will the form carry a review date?
Will the form carry an expiry date?
Client Text Flow Chart
1
Client provides existing form file (eg Word document)
3
Formulation (re)designs form and produces new artwork file (Adobe InDesign document)
Client Brief
2
8
Client provides brief for new form project
Final Adobe InDesign file is supplied to client
7
Text can be extracted from Adobe InDesign file to create a Word document and supplied to client as a record of the content. (This file is text-only and is not formatted).
6
4
From the InDesign file a PDF document is created
9
5
PDF file is programmed to be "fillable"
Formulation arranges commercial printing (if required)
This PDF file is provided to client for • uploading to website • in-house printing
Achieving successful communications (and savings) through better forms design The cost of poorly-designed forms is like the proverbial iceberg. While most of the costs are unseen, they are very much real. And it is a burden which must be shared by the whole organisation. (Consider, for example, the cost suffered by a school’s english department if the administration office sends home a form containing a spelling error.) The costs can be caused by simple inefficiencies like the double handling involved in correcting mistakes and seeking clarification of information.
However more worrying is the cost to the organisation’s reputation such as the loss of customer confidence when brand promises don’t match the actual service delivered.
Industry Profile , August 2010
Cost of poor form design Industry: Secondary education Stakeholders
Potential costs
Potential gains
Prospective parents
Loss of custom
Positive first impressions
Parents
Loss of confidence, frustration
Accurate and complete information
Prospective employees
Increased processing time
Positive first impressions, accurate and consistent information
Old Scholars/Alumni
Loss of involvement
Accurate and consistent information
Pupils
Non-compliance, inadequate information
Positive forms experience
Secondary Education is an industry sector where information gathering is extremely critical to organisational efficiency, child safety and welfare, risk management and brand development. As in many other industries, in Secondary Education forms design is often not given particular priority. The specific issues which have been identified include: Ad hoc forms creation resulting in inconsistencies in style, content and layout Lack of professional forms design
The interaction a customer has with an organisation at the form level is possibly the truest. Away from advertising messages, the action of completing a form is a genuine one-on-one interchange between the organisation and a stakeholder.
Forms copied from various sources (including other schools) Inconsistencies in corporate branding Schools have a particular benefit to be gained from a coordinated forms design approach. Quite apart from the professionalism it projects, having an established,
familiar style allows the school to improve the accuracy and timeliness of the information it collects from its stakeholders, especially from parents. Typically, when a child starts school it marks the beginning of a relationship between a family and the school which can extend for 5, 10 or even 15 years if siblings are considered. Over that period, the number of forms exchanged is vast and yet each one is an opportunity for the school to display its professionalism. Importantly, parents become familiar with the style of the school's forms which makes them easier and quicker to complete.
Industry Profile , August 2010
The role of forms as communications tools “Over the years we have seen some surprising cases in forms used by schools. Some have had quite serious defects especially concerning the collection of information about health issues such as allergies.
“There is something very disconcerting about a grammatical error in a document issued by a school.
“A growing issue is the ability to complete forms electronically. I know parents who have been frustrated by the fact that even some simple school forms cannot be filled in online. “There is a general and growing expectation now that everything can be done online although paper-based forms are still necessary.
Formulation Pty Ltd began in 2005 as the information design arm of Corporate Profile Pty Ltd, a 22-year old Adelaide-based design practice. The goal of Formulation is to use established design principles to improve the communication flow between organisations and their stakeholders.
“But even small faults can be highly detrimental to a school’s reputation.
“Inevitably, the issue is that forms design is not seen as a communication tool. The forms creation process is often ad hoc, rushed and invariably becomes a task for the office junior.
About us
Contact us Phillip Sandercock is the Director of Formulation Pty Ltd, a group of specialist information design consultants. He has more than 20 years design management experience and has consulted extensively in the higher and secondary education sectors.
For more information contact: Nick Thompson, Client Services Consultant 0417 585 060 Suite 4, 26 The Parade West Kent Town 5071 SA
Forms Insight, March 2011
The sins of the paper.
Electronic systems are embraced by all progressive organisations because they’re seen to be more efficient and cost-effective than manual, paper-based systems. This is true if the manual system works well. However, if the opposite is the case, going electronic could make a bad system worse. Rather than eradicating inefficiencies, an electronic version of a manual system often just automates (or even exacerbates) inherent flaws. This is particularly so in the case of forms. A poor manual form is likely to be transformed into a poor electronic form. This is because the transformation tends to be visual rather than content-based. Instead of re-assessing the way a form collects information, priority is given to overcoming formatting constraints (on HTML web pages) and creating a ‘fresh look’.
Evidence suggests that the electronic automation of forms mask errors and hide inefficiencies.
Evidence suggests that the electronic automation of forms mask errors and hide inefficiencies. The sins of the paper are passed on to the electronic, creating a greater volume of flawed information at a faster rate. This ‘digital debacle’ is common, and leads to frustration from both the form-filler and the form-user. There is no doubt that automation can be a positive step in the development of forms, but it is imperative that the focus is on the content and structure. There’s much more to digitising a paper form than just programming it into a HTML format. The sequence and language-use are even more important when creating an electronic form, particularly if the form is to be both distributed and completed electronically. There is a propensity to read ahead when completing a paper form. This is not the case in the electronic world – the expectation is of a sequential logic – because, more often than not, the entire form cannot be seen on one web-page, requiring people to scroll down or click ‘next’. This presents problems, but also creates opportunities. By utilising features only available in the electronic format – drop-down menus and dynamic population, for example – a paper form can be transformed into something that is both easy to use, and an effective tool for capturing information.
By utilising features only available in the electronic format – drop-down menus and dynamic population, for example – a paper form can be transformed into something that is both easy to use, and an effective tool for capturing information. Electronic forms also suffer from a sense of urgency – once started there is an expectation (or requirement) to complete the form. There is little chance to study the form or complete it in a leisurely time frame. (Of course, many forms are printable, but that is a concession to the manual paper system). The challenge, then, is not so much ‘going electronic’ with paper forms, but more ‘going dynamic’ with paper forms. Then the creation of an electronic system that is highly functional, captures the right information, looks good, and is user friendly will follow naturally.
Forms Insight, March 2011
Formulating service by design. Service Design is about empowering staff to positively react to situations, and creating an environment that instils confidence in clients.
Every day we are lured by the advertising promise of ‘the best service’. Unfortunately, we are often disappointed. This occurs because the discipline of Service Design is yet to be recognised by most organisations. In fact, many don’t even realise service can be designed. Service Design in more than just parroting “Enjoy your day” or “Your call is important to us”. In fact, it’s more than just being friendly to customers. Service Design is about empowering staff to positively react to situations, and creating an environment that instils confidence in clients. Yet, even in organisations that have embraced Service Design, the importance of the form is sadly overlooked. Consider the experience of going to new doctor: People have recommended an excellent practitioner, and now you have an appointment. The surgery reception is modern and comfortable. The receptionist looks professional, and is extremely friendly and welcoming. Then she hands you a form to fill in. It is a pivotal moment – the practice’s true regard for you, its future patient, can be measured by this form. Will it enhance your excellent first impression, or will it confuse and intimidate you?
It may seem like a small thing, but the aesthetics, ease of use, and informationcapture of a form is demonstrative of an organisation’s long-term commitment to its clients. Entry level forms, as in this example, are usually lacking in some, if not all, of these areas. This reason for this is simple – they’re seen as administrative, and not part of the client service process. Service is often created and delivered by administration personnel, (unlike manufacturing design and product packaging, where there’s not an administrator in sight). The administrative approach is based on an organisation’s immediate needs rather than building strong relationships with clients. The service industry now accounts for over seventy percent of the world economy, and yet, surprisingly, Service Design is understood by very few. Perhaps we’re still adjusting to our post-industrial/ manufacturing society, or maybe the concept of something being produced and consumed at the same time is just a little mind-boggling for some.
Forms Insight, March 2011
There’s electronic, and then there’s electronic. Paper forms are fairly straightforward – you fill them in, then hand, post or fax them back. There aren’t many usage and application options. For form-users, this can be frustrating, particularly in an era of electronic communication and data collection. Today, organisations need to cater for a range of preferences, and have multiple systems in place to process information effectively. That’s why electronic forms are becoming more popular.
The electronic form falls into several categories, covering a spectrum of sophistication and adaptability:
Static
This type of form is also known as ‘Print and Fill’ because it has to be printed, and then filled in by hand. It usually appears as a PDF or text file.
Fillable
Similar to the Static form except that it can also be filled in electronically, and is commonly referred to as ‘Fill and Print’. These forms can also be submitted electronically.
Reactive
Has all the properties of a Fillable form, but with ‘intelligent’ functionality. Dynamic Population – where questions and fields are automatically modified to reflect responses – makes a form more pertinent to the individual. For example, if the respondent to a hospital admittance form is identified as male, questions about pregnancy can be omitted automatically. A Reactive form may also have pop-up windows and instructions, check that all questions have been answered correctly, and be programmed to export data in a desired format.
On-line
This type of form is part of a website (rather than being a detachable document). It requires internet connection to be Fillable, and data is captured in real time.
Choosing a form category depends on number of factors. These include the volume of forms, the amount of detail and the demographics of the respondents – are they comfortable with technology? Does the form require a signature or will the accepting of terms and conditions suffice? And then, of course, there’s the internal capacity of an organisation to deal with one or more channels of form delivery.
Electronic forms are here to stay, and will, no doubt, become the preferred method of initiating a process, whether it’s just lending a library book or ordering repairs to a jet engine. As organisations develop ways of inputting information into their systems, the variety of electronic forms will expand, creating greater choice and flexibility.
Forms Insight, March 2011
Top 10 faults in forms.
There are millions of forms being used every day across the world. All have specific reasons for being in existence, and provide organisations with (supposedly) accurate information. No matter how varied their purposes, however, a vast majority of these forms share a common trait – a great potential for improvement. The following information identifies the Top 10 faults in forms.
Number Four – attached not attached
Number Nine – sign language
So many times, crucial information is left to the end of the form, causing errors and, in some-cases, non compliance. This is particularly true when there is a directive to attach documents to the form, or information (like a Tax File Number) is required from other sources.
Delays and double-handling of forms are often caused by a missing signature. This usually happens because the form filler overlooks the request for a signature. The solution is to make sure the request looks exactly like another question (with a number).
Number Five – opportunity for deceit
Number Ten – what’s good for the goose
Once a form has been completed, where do you send it? Adequate and clear information about submitting a form would seem essential. Yet, amazingly, this is the most common fault.
Indirect questions can result in the form filler lying by omission. For example, “If you have ever been convicted of a criminal offence, please provide details” is not direct enough – it’s too ‘iffy’. It should read: “Have you ever been convicted of a criminal offence? NO or YES (please provide details).”
Number Two – hidden instructions
Number Six – watch your language
There’s plenty to gain by making a form easy and convenient for the filler, but it also needs to work for the form user. Extraction of information can be hampered by illegibility (through poor space allowance and/or absence of tick boxes), and the inability to match information to a database (due to poor sequencing of questions).
For instructions to be followed correctly, they need to be a highly visible part of the form, not written on the back, or, worse still, on a separate sheet of paper.
Form designers shouldn’t assume that form fillers will understand industry jargon or technical terms.
Number One – where to now?
Number Three – lost in space For form fillers, the most frustrating fault is insufficient space to answer questions. It should never happen – it defies logic! Surely the form designers know how much space is needed for each answer. The same is true for too much space – it causes uncertainty in the form filler.
Number Seven – long questions Keep it simple. Long questions are intimidating and often misread. A list of items (or digestible pieces of a larger question) is always preferable to a long, drawn out question. Number Eight – tick or cross A tick or cross response (in a box) is much better than simply providing a space. It helps focus the form filler, is a more controlled response, and easier to decipher.
It only takes one of these faults to create confusion and delays in the processing of a form, and most have more than one of these faults. This creates inefficiencies which can have a flow on effect throughout the entire structure of an organisation. It literally becomes a waste of time and money.
Forms Insight, March 2011
In with the new, and in with the old. Technology changes the way we operate, and the way we achieve things. Take audio technology for example: we once embraced the portability and durability of the cassette. Then the compact disc was introduced, with its improved digital sound, better packaging, and more efficient playing and recording system. After a period of transition, the newer, better CD technology was accepted (and the cassette died a natural death).
However, like all things, there are exceptions to the rule. Even in our new, electronic world, paper is still highly favoured. We read books much more than we read on-line books, newspapers are sold by the millions, magazines are littered about cafes and waiting rooms, and diaries are still written as much as they’re typed. It seems as if we’re in for a long transition period with paper.
Even in our new, electronic world, paper is still highly favoured. This also extends to the use of paper forms. We are a currently in a hybrid situation, where paper forms are sitting very comfortably alongside their technologically ‘superior’ electronic counterparts. The paper form has been around since Gutenburg invented the printing press in 1439. And while there have been a few innovations – like Carbon Paper and Carbonless Paper there’s been little development in the world of forms until the advent of the personal computer.
Now, with the internet, we’re able to complete forms on-line, but strangely enough, we still find comfort in using paper. The personal computer first brought us ‘word processing’ and then PDF technology, and these advancements allowed forms to be printed on demand. Now, with the internet, we’re able to complete forms on-line, but strangely enough, we still find comfort in using paper. Instead of superceding the paper form, the electronic version has just added to the way we can access and use forms. Most organisations now offer both formats. In fact, our current paper/digital hybrid situation doesn’t appear to be transitory at all. Just like cinema has survived the home entertainment insurgence, some ‘old’ things are too ingrained (and loved) to be ousted by the new.
Productivity improvement through forms Why Formulation?
The 5 problems of forms
Formulation is a subsidiary of Corporate Profile and in our work in the corporate design sector, we frequently had the feeling of 'painting over rust'.
Proliferation
Graphic design can do much to improve an organisation's profile or the perceptions of stakeholders, but there are many aspects of an organisation's make-up that could also benefit from better design - not just to look better, but to radically improve all sorts of things from general efficiency, resource use, environmental impact, relationships with customers, employees, the community. It's often not realised that anything and everything can be designed: services, processes, procedures along with the usual items of products, packaging, marketing materials etc And what does good design mean? Simply, that desired outcomes are achieved.
Why forms? Organisations are held together by forms: they're the building blocks of any complex system. They initiate processes and they end processes. They measure performance, exchange information and formalise actions. But despite their fundamental importance, little attention is given to the proper design of forms. As consumers, tax-payers, shareholders and citizens we are aware that good forms are the exception rather than the rule.
Forms breed at an astonishing rate. Practically every forms review drastically underestimates the number of forms in use. Instances frequently occur where 60 percent of forms are obsolete or duplicated. Streamlining the forms burden can have a significant impact on administration costs.
Administrative Burden Processing time is the basis on which forms can be evaluated. 'Paperwork' is often seen a greatest source of job dissatisfaction and an impediment to people doing their 'real' job. Good design can have a large impact on this burden.
Information inaccuracy Quite regularly, forms produce information which is unreliable or plain wrong. Sometimes errors are detected, which means re-work and lost productivity, but other times not: which can mean anything from being served the wrong coffee in a cafe to being prescribed the wrong medication in a hospital. There are design tools and proven techniques capable of eliminating these flaws.
Damage to Relationships An organisation can be judged by its forms. If it seriously cares about relationships with staff, clients and customers, its forms will be clear, simple and logical. Never more complex than necessary but always clear about what's required. And if the organisation is proud of its brand, its forms will display it accurately.
Format Inefficiencies A large proportion of forms don't exist in the optimum format. Some forms will always need to be printed however more than ever before, form processing and storage can take place wholly by electronic means. Digital processing can be faster, more accurate, more environmental and of course cheaper. The key to better productivity is selecting the optimum format(s) for any given form.
Classification of electronic forms
There are five categories of electronic forms and each has a purpose depending on the application, the needs of the form users and the volume of forms involved.
Static
Validating
Can be distributed electronically but needs to be printed and filled by hand. Submitted by hand, mail, fax or scan/email.
Where the form is able to check data entered and provide feedback, for example, if a field is left blank.
Fillable 1
Smart
Can be filled electronically by 'typing' in spaces provided. Can be saved and submitted electronically (or printed and faxed etc).
A smart form features 'conditional branching' where the form itself changes in reaction to responses received.
Connected
Fillable 2 All the qualities of Fillable 1 and extra features such as dropdowns, limits on the type of data entered, data export, calculations etc.
Static Can be filled without being printed
Uses form features such as dropdown menus
Uses programmed instructions to validate answers
Uses programmed instructions to modify form depending on responses Connections to external databases and takes instructions from these sources
✗ ✗ ✗ ✗ ✗
Fillable 1
The connected form has real-time access to databases and can react immediately to various situations. (A form which enables concert tickets to be booked is an example)
Fillable 2
Validating
Smart
Connected
✓ ✓ ✓ ✓ ✓ ✗ ✓ ✓ ✓ ✓ ✗ ✗ ✓ ✓ ✓ ✗ ✗ ✗ ✓ ✓ ✗ ✗ ✗ ✗ ✓
Forms Assessment Scoresheet
client project name formulation auditor
telephone
date
Form name:
Please circle your answer 1 = poor 10 = excellent
1. Simplicity of language How familiar are the words (vs. jargon), and how understandable are the acronyms/abbreviations?
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2. Clarity and adequacy of Instructions How obvious is it how and where the questions need to be answered?
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13. Layout, type size, legibility How comfortable and inviting is the form to read?
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14. Pointer for lodgement, help and further information How clearly does the form tell you what to do with it when complete, and where to get information or help if you need it?
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15. Processing efficiency Once completed, how easy is to extract the information correctly, and how efficiently can it be processed, filed and retrieved?
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3. Position of Instructions How easy is it to refer to instructions? (best if part of the question – poor if on a separate sheet or on reverse side)
4. Singularity of questions How simple is the content of each question? (best if asking for one thing at a time)
5. Guiding the response How well does the for suggest the length/style/format of answer required? 6. Fitting How easy is it to fit the answer in the space provided? (best if fits neatly, poor if fits tightly or if the space is unnecessarily large)
7. Amount of effort required How well have the questions been designed to require minimal writing? (best if minimal writing is required and ready lists and check boxes have been used)
8. Duplication/redundancy/lack of questions How relevant are the questions? (poor if there are questions which can be answered elsewhere, eg asking for a postal address and street address when either is sufficient)
9. Progression logic How logical is the sequence of questions, and how well are they grouped? 10. Endorsing/negating How often is it possible to tick the relevant answer? (better if answer can be endorsed with a tick/circle than negated eg deleting not applicable)
11. Lists/prose How quick/comfortable/easy is to read through each question? (better to have lists of items than paragraphs of text)
12. Opportunity for error How well has the room for error been eliminated? (poor if questions can be misinterpreted, incorrectly checked etc)
Sub Total
TOTAL SCORE
Pricing Matrix Guide only. Level 1 service: Content analysis, Graphic Design, Brand Standards, Programming Service
No of form pages (assumes < 12 fields per page) 1
5
10
50
Content Analysis
140
700
1200
4250
Graphic Design
285
1125
2050
7700
85
350
600
2500
Programming
280
1400
2800
9000
Total
790
3575
6650
23450
Brand Standards
www.formulation.com.au