Theory.VIP

FOR THE DETAILS THAT MATTER

A better form.
A clearer
next step.

Make it easy to get in touch.
Make every reply easier to act on.

Design a form that feels like your business. Share it with your audience, then keep the answers, notes and follow-up together.

Create your first formLog in to your studio

From project enquiries to event registration.

THEORY STUDIO
Theory.VIPProject enquiryDesign illustration
BuildDesignSettings & shareResponses

PROJECT ENQUIRY

Tell us what
you have in mind.

A few details to start the conversation.

Your nameAlex Morgan
Email addressalex@example.test
Tell us about your projectWe’re planning a new collaboration and would love to talk.
Send enquiry
Illustrative form, not a submission.
Build the form.Keep the conversation.
BUILD YOUR QUESTIONSSHARE A LINK OR EMBEDMANAGE EVERY RESPONSE

01 / MAKE IT YOURS

Your questions.
Your point of view.

Choose your colours and one of four type styles. Build with short answers, choices, dates and more. Use pages and conditional questions to keep the conversation relevant.

TRY A FORM STYLE

See the difference.

Change the style, then try the form. This example runs entirely in your browser.

Warm paper · copper accent · serif typography

Make room for the details.Optional file uploads, up to 20 MB total per email on each form.

Put it where people find you.Publish a link or embed the form on your website.

INTERACTIVE DESIGN EXAMPLEBROWSER ONLY

PROJECT ENQUIRY

Get in touch.

Tell us a little about what you have in mind.

Nothing is sent or saved. This is an example.

02 / KNOW WHAT COMES NEXT

The answers are in.
Now put them to work.

Find a response, read the details and add an internal note. Track it from new to in progress to done. Export a CSV when you need the answers elsewhere.

PROJECT ENQUIRY / RESPONSES

Every reply, in one place.

CSV EXPORT
Alex MorganProject enquiry
New
Jamie LeeEvent registration
Done
Sam RiveraSupplier introduction
In progress

3 illustrative responses

Alex Morgan

alex@example.test
New
Tell us about your project
We’re planning a new collaboration and would love to talk about the next steps.
INTERNAL NOTE

Discuss the project scope in our first conversation.

Notes and status keep the next step in view.

Synthetic examples, not customer data. Search only filters this illustration.
KEEP YOUR TEAM INFORMED

Choose who hears about new responses. Set follow-up reminders for enquiries that still need attention, and keep delivery status alongside the conversation.

03 / START WITH A PURPOSE

One studio.
Plenty to ask.

Start from a template and edit the questions to suit the conversation you need to have.

01

Project enquiries

Collect the brief, contact details and supporting files before you meet.

Create a form02

Event registration

Ask who’s attending and capture dietary or accessibility requirements.

Create a form03

Supplier introductions

Bring business details and the information you need to review a potential partner together.

Create a form

THE REASON TO CARE ABOUT THE DETAILS

Small details.
Measurable consequences.

Independent research points to the importance of speed and simplicity. These studies offer context for thoughtful design.

21.6%

Better progression through a form.

A Deloitte study commissioned by Google associated a 0.1-second mobile speed improvement with 21.6% better progression from the first form step to submission on lead generation sites.

Deloitte / Google, 2020 · pp. 23–25 (PDF)
Read the study context

The lead generation analysis covered about 505,000 sessions. The reported lift concerns one part of the journey; overall conversion decreased during the measured period. This is an association in that study, not a Theory performance result or guarantee.

18%

Stopped by an extra requirement.

In Baymard’s survey of 1,026 US adults, 18% reported abandoning an online order because the site required them to create an account.

Baymard Institute · updated November 2025
Read the study context

This finding is about ecommerce checkout, not enquiry forms. It illustrates the cost of friction in that setting and does not predict a conversion lift for Theory.

External research, not customer outcomes. Theory gives you control over the questions, presentation and follow-through; results depend on your audience and implementation.

START WITH YOUR FIRST FORM

A good question
opens a conversation.

Build your form. Make it yours.
Be ready for the next reply.

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