Templates

Structure

1. Question
One question per page.

2. Back link
Back to the landing page or previous question

3. Hero card
Aim to have 3 or fewer steps here

4. Link
Link should say ‘Next’ to move to the next step, or ‘Start’ if it is the last step.

5. Motion
Motion to the next step on click. See how the next step appears: Motion (link to follow)

6. Copy
Please refer to our Tone of voice guidelines linked below for guidance on how to phrase a question and introduction in the emotional space.

Steps

• Introduction to the journey, what are we getting in the end?

• Make the connection to the person if that is relevant at this point (e.g. ask their first name, pet’s name - in pet insurance)

• Use their name when referring to them, in the rest of the journey

• Ask essential things to personalise the journey (e.g. registration number, type of credit cards)

• Focus on a minimal number of questions that are necessary for personalising the rest of the journey. Ideally less than 3, and never mire then 5 steps

• The last step would continue to a transition space or straight to the functional space

Resources

Guides: Tone of voice

Foundations: Motion (link to follow)

Pattern: Emotional questions (link to follow)