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Designing the Moment: Web Interface Design Concepts in Action by Robert Hoekman Jr.

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Chapter 16. Simplifying Long Forms

A client of mine, a gigantic insurance company, did a huge amount of research on the rules, regulations, and legalities involved in the process of applying for life insurance. Then they devised one of the most deceptive Web forms I’ve ever seen.

The form began as a simple group of three yes-no questions, such as “Do you, your spouse, or your dependents have any Group Medical, Dental, or Vision coverage through an Employer other than your coverage with Acme Insurance?”

If you chose the No option to each of these questions, you were safe. But if you chose Yes to any of them, the form grew. New form fields were magically inserted into the page, making it longer and requiring more effort to complete.

If you did, in ...

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