OpenForm was a project I designed and built to solve a longstanding tension in UX research: interviews give you rich, qualitative insight but don't scale — surveys scale but only capture what you thought to ask.
The Problem
Researchers are stuck choosing between two imperfect tools. Interviews surface the unexpected but require time and a skilled facilitator. Forms and surveys are efficient but constrain respondents to predetermined answers, missing the nuance that makes qualitative research valuable.
What I Built
OpenForm is an adaptive form that uses AI to behave more like an interview. It analyzes each response in real time and decides which question to ask next — following up on something interesting, skipping what's irrelevant, and probing deeper where it matters. The result feels conversational, but runs at survey scale.
My Role
I handled brand, design, and development end-to-end. The design challenge was making an inherently dynamic experience feel coherent and low-friction — respondents needed to trust the form even as it changed shape around them.
