Jotform + UserTesting

Read how product marketing and brand design help Jotform write the company’s next chapter
Industry: Technology
Company Size: Small
Role: Designer, Marketer, Researcher
Customer Type: B2B

About Jotform

Jotform believes that the right form can make all the difference. With Jotform, organizations go from busywork to less work with powerful forms that use conditional logic, accept payments, generate reports, automate workflows, and more. With over 15 years in business, 14 million users worldwide, and 50 percent year-over-year revenue growth, Jotform is a trusted global brand that's expanding every day.

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Jotform achieved

Increase in customers integrating with Zoom
UserTesting contributors helped select the Jotform logo
Improved completion rate for main product tutorial


Jotform was growing fast—and the use cases for their form-creation software were expanding as well. With the spike in new business, Jotform chose to oversee a rebrand. They also sought to ensure their influx of new customers could feel confident getting started and then easily use Jotform’s products as ongoing customers. 


To better meet the needs of its growing customer base, Jotform focused on three key areas: 

  • A new logo that resonates with consumers
  • Ensure that the onboarding process set customers up for success
  • Improve adoption of its recent Zoom integration

Jotform tested new logos with the UserTesting Contributor Network, evaluating four logos over more than 50 sessions with contributors in their most popular regions: the US, the UK, and Australia. Based on the feedback they received, Jotform created a modern and fresh take on their original pencil logo. 

Jotform’s researchers also wanted to assess the onboarding process to find potential friction points where customers see how the software is easy to use and create their first forms—or misunderstand the instructions and drop off.

The research team wanted to understand if the experience is easy to use for hospitals and restaurants. Do the instructions make sense to those and to other customers? Should product designers and marketers include a video tutorial? 

Jotform considered these aspects as they prepared to launch Zoom integration. The research team needed insight from UserTesting and had test participants selected in less than 30 minutes. They tested the Zoom integration across Apple and Android devices, for both form creators and end-users.


Jotform has 14 million users. And toward reaching that milestone, Jotform’s work with UserTesting has made a significant impact. The company now has a great logo that resonates with people. And the product is more accessible to customers, with fewer support tickets required. 

Compared to the initial product onboarding process, the version Jotform tested and fixed saw an 800% increase in completion rates. And following the launch period, Zoom integration increased by 299%. By leveraging human insight, Jotform ensures their products are easy to use and customers know how to use them.

Aytekin Tank
CEO, Jotform
"At Jotform, our users come first. As our company expands, we’re seeing the positive effects of UserTesting as it helps us understand our users' needs better and better—resulting in products that fuel user engagement and growth."