Omit optional fields and think of other ways to collect data. Always ask yourself if the question can be inferred, postponed, or completely excluded.
Data entry is increasingly automated. For example, mobile and wearable devices collect large amounts of data without the user’s conscious awareness. Think of ways you can leverage social, conversational UI, SMS, email, voice, OCR, location, fingerprint, biometric, etc.
Make it fun
Life is short. No one wants to fill out a form. Be conversational. Be funny. Gradually engage. Do the unexpected. It is the role of the designer to express their company’s brand to elicit an emotional reaction. If done correctly, it will increase completion rates. Just make sure you don’t violate the rules listed above.
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