The same form. Every label rewritten for the person filling it out.
Why this mattered
A label no one understood could misdirect a high-stakes request. That is a liability risk, not just a usability problem.
Before
Written for lawyers
After
Written for the person submitting
7 fields
using internal legal process language. A non-lawyer would pause, guess, or abandon.
7 fields
rewritten in plain language. Every label answerable without knowing legal terminology.
What plain language unlocked
One customer. Completed requests after the portal launched with content-designed forms.
700%
increase in completed requests