The starting point
A press enquiry, an acquisition proposal and a product question need different information. A single message box leaves the person guessing what to include and leaves the team reconstructing the context afterwards.
The same problem appears in sales and recruiting: the useful next step depends on what the person is trying to do. We wanted a flow that could ask fewer irrelevant questions and carry the answer into the work that follows.
What we built
Conditional questions
We map the decision before designing the form. A visitor selects a topic, then sees the questions relevant to it. Free text keeps room for cases the predefined choices do not cover. The handover includes the context needed to understand the enquiry.
A useful result before the contact step
The Exchange implementation produces a business brief from self-reported inputs. A seller can download it before requesting a personal review. The value of the flow is visible before the visitor is asked to become a lead.
A handover with somewhere to go
Submitted requests enter the shared intake. Depending on the agreed customer project, a flow can lead to an offer page, a PDF, online acceptance or a protected applicant board. Those are separate implementation choices, rather than a promise that every form contains every feature.
A journalist and a buyer need different questions.
A person selecting a press or research topic can explain the publication and the question they want to explore. A prospective buyer can give acquisition criteria and budget context. Putting those questions into the same mandatory form would make both enquiries harder to complete.
The flow separates the paths while keeping a common handover. Topic, answers and free text belong to the request that reaches the team. The website embedding only receives display information such as the form height and current step; the enquiry answers follow the submission route.
That small technical distinction matters on a phone. The form has to remain legible as conditional answers change its height. Questions, scrolling and the handover are all part of the implementation, not just the visual design of the first screen.
How it works
- 01
Choose the purpose
Start with the reason for the enquiry.
- 02
Answer the relevant questions
Use conditional steps and free text where needed.
- 03
Take the next step
Receive a useful result or submit a request with context.
What exists today
Company contact
A live conditional flow embedded in deimann.com.
Exchange assessment
A live assessment with a local downloadable brief.
Sales and recruiting
Public Handschriftpost and Deimann recruiting implementations.
What the work taught us
Using the software ourselves makes the awkward parts visible: an unclear question, an iframe that jumps on mobile, or a request that arrives without enough context. Improving those details improves the product we offer to customers.
The next question is how to make the knowledge inside a flow useful beyond the submission. That is a direction we discuss in our Thoughts; a paid learning API is not part of the current offer.
Read the related Thought →Sources and scope
A software-backed service, with scope agreed per project. The implementations shown here demonstrate working flows; they do not establish a conversion uplift.
Public product pages checked and case text updated on . Historical founder accounts retain their original context.
