American Greetings Forms

Freshly inspired after seeing Luke Wroblewski speak at An Event Apart, I returned to American Greetings with the intention of taming forms, and creating more intuitive registration experiences.

American Greetings had three free products on its site, all of which required registration which I felt hindered completion rates and was largely unnecessary. Users could be automatically registered with smarter forms, that relied largely on information we collected anyhow while eliminating redundancy.

This project won a 24 hour marathon hack day competition, judged by the company CEO, CTO and VP.