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If you understand people, you design better forms
How people react to forms
Readers, rushers, and refusers
Pick the right moment to ask a question
Relationship varies question by question
Three rules that influence response rates
Rule 1: Establish trust
Rule 2: Reduce social costs
Rule 3: Increase rewards
A small reward: give them a form when they want one
How long can your form be?
Who will answer your questions?
Design for physical abilities and differences
Find out about your users by asking them
Find out how users perceive the form
Do you know enough about your users?
Make your facts about users into pictures of real people by creating personas
When your ...