Caroline Jarrett

Expert at improving forms, surveys, and other interactions

After earning a degree in mathematics at Oxford University, Caroline started work as a software engineer, moving rapidly into project management across a variety of industries, including electronic point of sale, process control systems, telecommunications, and optical character recognition of printed and hand-written documents.

Caroline started her business, Effortmark Limited, when she … [full biography]

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    Forms Design

    My passion is helping organizations to improve the design of complex forms, especially forms that have to work on paper as well as on the web. I particularly enjoy the challenges of government forms, and have worked with the tax authorities in the UK, the USA and Australia, but I’m also delighted when I get the opportunity to work on complex forms in any domain such as insurance.

    Survey Design

    Surveys are a more recent interest for me – I’ve only been working on survey design, and survey methodology, for about 10 years. I can help you with improving the user experience of your surveys, which also means you’ll get better and more useful responses. And I advise on the analysis of the surveys and presentation of the results.

    User experience of complex web sites

    If you have a large web estate, with multiple sites and many different audiences, then I can help you. I’ll draw on a wide range of techniques such as persona development, search analytics, usability testing or improved writing for the web.

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  • Caroline's Biography

    Caroline Jarrett

    After earning a degree in mathematics at Oxford University, Caroline started work as a software engineer, moving rapidly into project management across a variety of industries, including electronic point of sale, process control systems, telecommunications, and optical character recognition of printed and hand-written documents.

    Caroline started her business, Effortmark Limited, when she discovered usability and realized that all along she’d been much more interested in what computers are for than in how they are put together.

    She became fascinated with the problem of getting accurate answers from users when she was consulting with HM Revenue and Customs (the UK tax authority) on how to deal with large volumes of tax forms. She became an expert in forms design, and is co-author of Forms that Work: Designing Web Forms for Usability.

    Along the way, she completed an MBA with the Open University, which led to co-authoring the textbook User Interface Design and Evaluation and also to continuing work on the design of the university’s vast web site.

    Her interest in surveys began when she discovered that academics tend to frame the challenge of getting accurate answers from users as a problem in survey methodology rather than forms design. She has been writing and presenting on survey design since 2002.

    Caroline is a Chartered Engineer, Society for Technical Communication fellow, and co-founder of the Design to Read project, which aims to bring together practitioners and researchers who are working on designing for people who do not read easily.