Formably

Create beautiful, branded forms and surveys with AI-powered generation. Unlimited responses, email notifications, Zapier integrations, and analytics. Your brand, your rules. Customize your forms, skip the limits, and launch forms in seconds with AI.

Led end-to-end product development as both designer and full-stack developer. Designed the user experience, built the AI-powered form generator, and architected the entire system. This hybrid approach allowed me to rapidly iterate on both UX and technical implementation, ensuring the AI generation felt seamless and the brand customization was powerful yet simple.

Identified key frustrations: existing form builders require design skills, technical knowledge, and charge per response—limiting growth. Users needed instant form creation without barriers, unlimited scalability, and complete brand control. Market analysis revealed that AI could eliminate the design/technical barrier, while unlimited responses would solve the scaling problem. The opportunity: combine AI form generation with powerful branding and zero response limits.

Designed a flexible brand system that allows users to upload logos, customize colors, and control typography—all while maintaining accessibility. Built automatic WCAG compliance checks to ensure custom colors meet contrast requirements. Created a dual-level customization system: global brand settings for consistency across all forms, and per-form overrides for specific campaigns. The UI balances simplicity (quick setup) with power (advanced customization).

Developed the AI form generation workflow: users describe their form in natural language, and the system generates a complete, branded form with appropriate field types, validation, and styling. Prototyped multiple AI prompt strategies to ensure accurate form generation. Iterated on the AI interface to make it feel instant and magical—users type a prompt and see a fully functional form appear in seconds. Tested various UI patterns for editing AI-generated forms, landing on an intuitive inline editing experience.

Built with Next.js for optimal performance and SEO. Used Tailwind CSS for rapid, responsive UI development. Implemented real-time analytics dashboard showing submission trends by day, week, and hour with drill-down into individual responses. Architected the backend to handle unlimited responses without per-response fees. Integrated Zapier for workflow automation across 5,000+ apps. Built email notification system with customizable alerts for new submissions.

Launched with a freemium model: free tier for unlimited forms and responses, with paid tiers unlocking AI generations and advanced features. Focused on removing friction—no credit card required to start, forms ready in seconds. Continuous iteration based on user feedback: enhanced AI generation accuracy, expanded customization options, and improved analytics. The hybrid design+dev approach enabled rapid feature development and refinement.