Wufoo Form Manager

Wufoo UX & UI Refresh

+ Design leadership & management
+ Competitive analysis
+ Design thinking workshop
+ Usability research & testing
+ Information architecture
+ Visual design
+ Design system component development
+ Design library, style guide & documentation
+ Accessibility
+ Prototyping
+ Motion & interaction design
+ Eng specifications, hand-off & support

The Wufoo platform hosts a feature-rich form builder, data management and analytics tools. While the functionality of the product does a lot of heavy lifting, the visual design and user experience had not been updated in several years. Our goal was to create a better user experience as well as highlight some of the powerful tools already available to users that they may or may not be aware of.

Typeface: National 2 (custom typeface adapted from National)

Status: This project is currently in development. Visit Wufoo's website and sign in (or sign up) to see the current version of the logged-in experience.


The Wufoo product experience was rich with features and functionality, but only a small set of power users were utilizing its full power. We needed to update the in-product user experience not only to match the logged-out experience better, but also to help users navigate the product and discover tools that currently exist within the product but have low visibility. 

Because the Wufoo product has been on the same tech stack since it was originally built, we decided to pair the codebase update with the UX & UI refresh project.

Form Manager dashboard legacy experience

Form sharing interface

API information and mapping

Our Customer Support team had been tracking feature requests and user-reported pain points throughout the experience for several quarters, and this knowledge base was one of several data points we referenced when determining the initial scope of the refresh. We knew which areas we should focus on increasing discoverability and usability within the experience, which allowed us to move into the research and prototyping phases of the project with a good idea of what we were looking to accomplish.


I started the process with a current-state analysis of the Form Manager and Entry Manager flows. Our team got together and identified pain points throughout the user flows and honed in on  

I also performed a usability and accessibility analysis to assess the experience's current state and what adjustments we needed to make with the new designs.

research, both in the form of competitive analysis and pattern research. 

Wufoo Competitive Analysis.png