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User Onboarding: FormAssembly Pendo Story


FormAssembly helps thousands of organizations build smarter, more effective online forms. FormAssembly is designed to tackle administrative bottlenecks and streamline business processes. It’s easy to create any kind of form with their drag-and-drop Form Builder. Launch online applications, contact forms, event registrations, payment forms, surveys, and much more. For more information, visit

The Challenge
FormAssembly wanted an easy to implement system to improve their user onboarding process and more effectively educate early customers.

The Solution

user onboarding guideFormAssembly looked to Pendo for a platform to improve onboarding, provide a mechanism for overall customer education, and in aggregate increase customer’s product engagement. They started by targeting new customers and walking them through different aspects of the software. To make this as effective as possible, they created personalized onboarding experiences based on a customer’s usage patterns. Not only did FormAssembly use these guides to walk customers through using specific capabilities, but they used the guides as an opportunity to tout the effectiveness of their onboarding webinars for additional assistance. For existing customers, FormAssembly used targeted guides to teach customers about existing features and announce new functionality. Finally, FormAssembly leveraged Pendo’s analytics capabilities to learn how customers were using the product’s capabilities and how they went about accomplishing specific actions.

The Results
FormAssembly made product engagement and user onboarding a priority. By implementing smart guides driven by customer analytics, FormAssembly was able to significantly improve their onboarding process. This lead to less support tickets, more informed and happier customers, and more knowledge about how customers use their application to accomplish tasks. The results didn’t stop inside their application — by leveraging guides, they were also able to increase their onboarding webinar attendance by 733%.

About Pendo
Founded in 2013, Pendo is a data driven platform for product engagement that enables companies to improve user onboarding, understand product usage, and help retain customers. Pendo combines enterprise guidance and user insights to enable product teams to understand and influence their customer’s experience. Pendo installs in minutes with no coding required.

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