# How it learns — Formwink > The whole loop on one worked example: a business profile you confirm, a form built from it, predicted fit that a human corrects, and a suggestion that is labelled a suggestion until it is tested. Source: https://formwink.ai/how-it-learns How it learns # Your form should learn what matters to your business. Here is how that works for one sample business: Loomwork, a small AI and automation studio that helps growing businesses automate onboarding, support triage, and internal handoffs. Understand ## It starts from your business. Loomwork pastes its website. Formwink drafts a profile: what they automate, who they do it for, and what they explicitly do not take on. Every line is marked as confirmed, suggested from the website, or unknown — and a suggestion is not used until someone confirms it. Business profile · loomwork.example Profile v1 ✓ Services · Workflows we automate Customer onboarding, support requests, internal handoffs Website suggestion · Confirmed ✓ Delivery capabilities · Tools we work with HubSpot, Notion, Slack, Zendesk, Airtable, Google Workspace Customer-provided · Confirmed ✓ Commercial fit · Repeatable workflow Happens weekly or more Customer-provided · Confirmed ? Buyer role · Operations or CS owner involved Useful, may stay unknown Customer-provided · Unknown allowed ? Commercial fit · Budget Optional scoping question; unknown allowed Customer-provided · Unknown allowed ✓ Exclusions · Not a fit Standalone consumer apps; custom software with no existing workflow Customer-provided · Confirmed Recommended form Form v1 · Draft 1 What would you like to take off your team’s plate? Customer onboarding · Support requests · Internal handoffs · Something else · Not sure yet 2 A follow-up that fits the answer Onboarding asks what happens after a customer signs. Support asks where requests arrive. Handoffs ask who approves. 3 Which tools are involved? How often does this happen? Checked against the tools Loomwork delivers with. This describes the prospect’s stack — not a Formwink integration. ? Budget (optional) Unknown stays unknown. “Would like help scoping a first project” is a fine answer and does not disqualify anyone. Ask ## Problem first, then the follow-up that fits. The opening question is about the prospect’s problem, not your service menu. Each answer opens one branch rather than every field at once, and any field can explain why it is being asked. - Required fields are the fit checks. Everything else is for the brief. - Budget is optional scoping, never the qualification story. - Editing a question creates a new version; the old one can be rolled back. Recognize ## Predicted fit is where a human review starts. Four inquiries, four different shapes. Note that the prediction is wrong in the last one — and that the correction is the most valuable event on this page. ✓ Harbor Analytics Maya Chen Onboarding handoff across HubSpot → Notion → Slack, about 60 new customers a month. - Predicted: Strong service fit - Reviewed: Qualified Budget and access still to clarify. Service fit is not commercial qualification. ~ Fieldstone Advisors Sam Okafor “Too much manual work, but we don’t know where to start.” - Predicted: Needs clarification - Reviewed: Not reviewed An unclear request is not an unqualified customer. One useful follow-up. ✕ Park & Co Devin Park Wants a standalone consumer mobile app. - Predicted: Outside current services - Reviewed: Not qualified Kept for human review rather than discarded. ! Weber Logistics Jonas Weber “Internal handoffs” that is really a dispatch-system rebuild. - Predicted: Strong service fit - Reviewed: Corrected: Not qualified The owner corrected the prediction with one tap. That correction is what the learning uses. Service fit and commercial qualification are separate questions. A strong service fit with an unknown budget is still a strong service fit. Observe ## One denominator, held constant. Last 90 days · Form v1 · Profile v1 · Sample data 200 ### Saw the form Unique eligible visitors — the denominator 100 ### Started 50% of those who saw it 50 ### Submitted 50% of those who started 30 ### Reviewed qualified 15% of visitors — the number that counts ### The people who couldn’t name their problem 9 of the 50 people who submitted answered “Not sure yet.” A form that scored them down would have buried all 9. After a conversation, Loomwork called 4 of them qualified — nearly half. Not knowing how to describe the problem turned out to say nothing about whether they were a good customer. On the 32 we can’t see. Only 18 of the 50 have a recorded outcome, and 11 of those became meetings. The rest count as unknown, never as failures — a system that reads silence as “no” would learn the wrong lesson from every lead nobody got round to updating. Improve ## A suggestion stays a suggestion until it is tested. Formwink noticed the “Not sure yet” pattern in the step above. Here is what it does with it, and what it refuses to do. What Formwink suggests ICP-informed suggestion · not tested ### Keep the option. Ask one more question. Rather than dropping “Not sure yet” for being vague, follow it with a single question — on that path only: “Which part of your process takes the most manual effort?” Nothing else about the form changes. What it does not do ✕ Change your live form Approving this drafts a test. Your published form is untouched until you publish a new version yourself. ✕ Call itself a finding Four out of nine is four out of nine. It may not hold. Until a test says otherwise this stays a suggestion, and the label says so. ✕ Declare a winner on its own No experiment results yet. A test is judged against one number — qualified inquiries per visitor — and you make the call. Four out of nine is a real observation and a weak basis for a claim. Both things are true, and the page says both. ## Keep exploring [Product AI form builder Build forms around your ideal customer and learn from reviewed outcomes.](/ai-form-builder) [Product Lead qualification Understand which inquiries deserve attention, and why.](/lead-qualification-form-builder) [Solutions · For your workflow Client intake form Structure the first conversation so the right clients get a fast, informed reply.](/client-intake-form) ## What we hold ourselves to Reviewed You confirm or correct every fit assessment. No inquiry is rejected on a label. Separated Service fit and commercial qualification are different questions, kept apart. Labelled A suggestion says it is a suggestion. A test with no results says it has none. Measured Qualified conversion rate, not submissions. Improvement is measured, never claimed. [Watch the 30 seconds tour](/#tour) [Join the beta](/beta) ×