Wix Forms

The dream: to be every form on the internet.

The plan: to create the world’s best no-code forms platform.

My job: to write clear, concise, and conversation content to help users create forms to get all the info they need. 

We built Wix Forms with the mind that it should operate as a powerful standalone tool while also play a significant and deeply integrated part in the larger website builder. In content research, it was clear that our product was in a unique position. Not a single one-off product, only used for form creation, but also not a cog in a CMS system. 

Platformization was a large of the content writing process as integrations with verticals such as eComm and Services were part of our early game plans. Developing content that was not only universal, but understandable, for all potential users was a complicated process.

Integrating AI, both from the user’s standpoint — creating a form to capture the info they need and from their user of user’s experience, using a chat mode to fill in forms, presented striking new ways of working. I collaborated with our dev team to design prompting that helps users achieve their goals fast with minimal hallucinations and laziness.

Over 70k daily users and 1.1m monthly users with active forms and submissions rolling in. 

Forms aren’t sexy, but they’re a part of every single person’s life. How to bridge the gap, ignore the competition, and find the right fit for a product potentially used by anyone is a unique challenge. 

Writing for users, who are writing for their users, is a meta dilemma. It’s vital to keep the user’s intent at the forefront of every word you right. Now, with the introduction of AI, we’re pushing the boundaries while still focusing on helping users achieve their goals. Creating a form and starting a conversation.