Shopify Forms:
Your Marketing List

Shopify Forms lets you easily add an email capture form to your store, helping you connect with potential customers and convert them into lifelong fans. Customize your form by adding your brand colors and logo. Collect information when you want with page targeting and timed triggers.

Shopify

Shopify • 2022

Client
Shopify
Industry
Ecommerce
Project Type
Product Design
Responsibilities
Design
Competitive Analysis
Merchant Interviews
Remote Testing
Deliverables
UX Design
Handoff docs
QA Support
Team
1 Product Manager
1 Designer
4 Front-end Developer
3 Back-end Developers

Shopify Forms

Shopify • 2022

About Shopify

Shopify powers millions of businesses worldwide. The all-in-one commerce platform to start, run, and grow a business.

Context

For small and medium merchants it is on of their list with hundreds of other priorities. To make it easier for Shopify merchants, the on Shopify's App store can help. The app store has thousands of first part and third party solutions. But for marketing, these solutions are prohibitively expensive for many merchants.

Thankfully, Shopify offers our own first party apps for email marketing and automating their online stores. Shopify Forms is the last piece of the puzzle to enable merchants to have access to the features of much more expensive third party apps.

Shopify Form's goal is to offer a customizable form expereince that is the easiest, and best lead generation tool available to Shopify Merchants.

Audience

For our initial release, we designed the product to support merchants with 0 to 10,000 customer records. This would be a larger portion of Shopify’s merchants, but they may not be willing to pay for an expensive suit of marketing tools like Klaviyo, Seguno, etc.

My Role

Gather context

Competitive analysis: I researched how Merchants were currently creating a lead generation popup. The most common apps they used were Klayvio, Privy, Rivo, Seguno, POWR, Mailchimp and etc. After, I created a competitive analysis document with features. I then worked together with the product manager and engineers to prioritize them and how we wanted to integrate them into our release.

Internal context: Shopify is a big company with lots of teams and designers. It can be hard for one part of the company to know what others are doing. To fix this, I talked to designers on different teams to learn about their work and plans. I worked closely with a designer on the Shopify Email team to create unified solution that would feel familiar to Shopify Merchants when using Shopify Forms and Shopify Email.

Merchant interviews: Shopify is a big company with lots of teams and designers. It can be hard for one part of the company to know what others are doing. To fix this, I talked to designers on different teams to learn about their work and plans. I worked closely with a designer on the Shopify Email team to create unified solution that would feel familiar to Shopify Merchants when using Shopify Forms and Shopify Email.

Product thinking

I collaborated closely with the product manager and engineering team to understand user needs and set goals for our product. We held weekly meetings and follow-ups to plan and make sure everything stays on track.

Designing the merchant and buy experience

Merchant experience: Using design methods and lead co-creation workshops to fight complexity and break problems into an easy to use solution. I leveraged the UI using Polaris, Shopify’s design system as much as possible. This allowed us to solve basic UI problems with Polaris, but much of Shopify Forms required designing entirely new UX patterns.

Buyer experience: Designed trustable popup that could work well on mobile and desktop. The buyer needs an easy to use, mobile friendly, assessable, fast and delightful popup form.

Merchant Experience

This is the merchant side of building a form for their Shopify online store. Once Shopify Forms is installed they can create their very first form to collect emails from online store

Overview page

For a new user, they don't have a form yet, so this follows UX standards for a default state and prompts them to build their first form.

Form overview

Allows merchants to quickly get an overview of the performances of their form as well as build segments build segments and edit their form

Form Editor

Merchants can style a form as a chance to make their brand really shine and earn that “Yes, add me to your list!” for visitors. Merchants are be able to edit the form text, including the header, call to action button, and confirmation message. Consider it a great way to showcase a brand’s personality.

Buyer Experience

Merchants can style a form as a chance to make their brand really shine and earn that “Yes, add me to your list!” from a visitors. Merchants are be able to edit the form text, including the header, call to action button, and confirmation message. Consider it a great way to showcase a brand’s personality.

Desktop Experience

Mobile Experience