When a leading UK-based EV charger company approached us to modernise their online customer experience, we quickly identified that their enquiry process needed more than just a static contact form. What they needed was a dynamic, intelligent questionnaire that could guide users, collect high-quality data, and provide instant value, without overwhelming them. Typeform turned out to be the ideal solution.
The Ask: A Smarter Quote Journey
The goal was to build a smooth, mobile-first experience that:
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Let customers select an EV charger from a curated list.
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Asked relevant questions based on their choice (e.g. installation site, signal strength).
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Factored in location-based pricing using the user’s postcode.
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Offered a clear price if enough info was provided, or captured lead data for follow-up.
We were also asked to include imagery throughout — from product selection to property type — to create a visually intuitive, non-technical experience.
The Challenges
As the scope developed, so did the complexity:
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Branching Logic Madness: Every charger had a slightly different logic path, especially around Wi-Fi vs 4G availability. We had to carefully duplicate and adapt multiple sets of questions without breaking the flow.
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Postcode Matching Without an API: The client sought dynamic pricing based on UK postcode regions without incurring the cost of a postcode lookup service. We solved this by using conditional logic and a manually maintained list of local areas.
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User-Friendly Design Within Limits: Typeform doesn’t offer complete control over layout or visual styling. Creative workarounds were needed to simulate inline imagery, reformat button styles, and present dynamic content.
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Case Sensitivity in Postcodes: Typeform treats entries like "WA4" and "wa4" as different — so we had to implement manual casing logic to account for mixed inputs.
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Fallback Logic: For cases where the user couldn’t be priced automatically (e.g. poor signal, incompatible charger), we inserted smart branching that led to a personalised contact form.
The Outcome: A Slick MVP
For the build, the form grew to include:
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100+ pages/screens
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500+ conditional logic steps
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Dynamic pricing outputs based on the charger and location
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Embedded product images, icons, and brand styling
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Fully responsive UX that works on mobile, tablet, or desktop
The result is a slick, intuitive Typeform that supports a major digital transformation project. It now acts as the first point of contact for customers and feeds directly into the sales process, saving time and capturing highly relevant data.
Why Typeform?
Despite its quirks, Typeform offers:
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Powerful conditional logic
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A friendly, step-by-step interface that improves completion rates
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Support for embedded images, icons, and media
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Integration with CRMs, email platforms, and analytics tools
With the upcoming expansion of Typeform AI, we’re excited about the ability to:
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Auto-generate question flows based on goals
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Predict completion bottlenecks
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Optimise logic paths with usage insights
Final Thoughts
This project shows how form thinking is evolving. It’s no longer about collecting data — it’s about guiding users, qualifying leads, and integrating seamlessly with the tools that run your business.
If you're looking to streamline your customer onboarding or quote journey, a well-designed Typeform could be the bridge between a click and a conversion.
