Stephanie Rea
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TD Column design in EasyApply Evolution
Design research 

Why Single Column Design Will Benefit TD ONBOARDING

EXECUTIVE SUMMARY

TD's use of two columns forms, slows down user onboarding, and is more costly in terms of development time.

Common experience with double column layouts

  • Slower product development 

  • More revisions required

  • Decreases in responsive bandwidth 

  • Reduces customer onboarding

  • Higher drop rate 

two-column layouts can be especially tricky for accessibility. It's not all that clear what happens when screen readers hit them. The screen reader doesn't see any gutter... bingo, we have a confused reading order.

https://www.effortmark.co.uk/two-column-forms-best-avoided/

Effortmark UK

Better forms and survays

HOW MIGHT WE ENHANCE CUSTOMER ONBOARDING?

By improving design consistency

Forms in Easy Apply are inconsistently designed with a mix of single and double columns that can lead to user mistakes and an increased drop rate.
Bouncing from double column...
 to single column...

back to double column...

When forms arranged in a vertical column, users are guided to focus their attention downward  ⬇   to the end of the form. 

What happens when coding for both multi and singl-column forms, developers need instructions to determine field placement order for more then one layout which results in longer development time. 

Users were able to complete single column forms, an average of 15.4 seconds faster than a multi column form.

They are easier to complete, fewer skipped fields and could review and correct any input details.

WHAT HAPPENS WHEN CODING FOR BOTH MULTI AND SINGLE COLUMN FORMS?

When building responsive designs, developers need clear guidance on the order of form fields. If instructions are provided for both mobile and desktop forms, it increases development time. Without guidance, developers are left to guess the layout, which can lead to errors or rework.

THE BENEFIT TO MOBILE FIRST FORM DESIGN 

  • Faster Development 

    Developers require only one set of instruction for responsive reading order.

  • Less Revisions Needed

    Less revisions are required when creating a responsive layout that works for all devices.

  • Better for Responsive Bandwidth

    There is less responsive calculations when going from desktop to mobile layout.

COMPETITOR ONBOARDING EXPERIENCE

CONVERSATIONAL - SINGLE COLUMN -  Accessible
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