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Web Application / Form Builder / Internal Tool

Tubform: complex forms that business teams write in Thai

The Tubform editor: a Thai form script with a green syntax-check bar on the left, the live form on the right, and a panel to jump between answer paths

Overview

Tubform is a form builder at ABACUS Digital. Business teams create and launch forms, such as loan assessments and surveys, by writing a short script in Thai, or by having AI write it for them.

As Head of Design, I worked with the CTO on the concept of a Thai script that business teams write themselves, the editor with its live preview, and the flow for generating forms with AI. We started in early 2026.

Tools

Figma for the editor, the form management screens and their flows. Datadog for drop-off through each form's funnel and the countries respondents answer from.

Business Goal & Opportunity

MoneyThunder's research, ops and marketing teams were paying for a form tool that capped the responses they could collect each month. Off-the-shelf form tools couldn't handle the logic their forms needed either, such as sending a borrower to different questions depending on their income.

A form is a script in Thai

A form is written with Thai keys such as คำถาม: (question), เมื่อ: (when) and ข้ามไปยัง: (go to). People who don't write code can read it and change it.

  • Logic that real forms need. Branching on an answer (an income under 30,000 baht goes to the nano-loan questions), math expressions, computed scores, and result pages that change with the answers.
  • Check and preview while writing. A bar above the script says whether its syntax is right. The live form sits beside it, and a panel jumps between answer paths to test each branch.
  • Versions keep results apart. Each version (รุ่น) of a form keeps its own responses, so changing a form never mixes old and new data. Forms are grouped into projects, with a link to share and responses to download.
A Tubform project listing its forms, with Version 1 and Version 2 of one form as separate rows, each with its own questions and responses

Forms written with AI

A researcher on my team built a Tubform skill for AI. Someone installs it and describes the form in plain Thai, for example "a loan assessment that asks for income first; under 30,000, go to the nano-loan questions". The AI writes the Thai script. They copy it into the editor, try it in the live preview, edit the script directly, and publish.

Outcome

In 2026 Tubform replaced the paid form tool for MoneyThunder's research, ops and marketing teams. Teams build and update their own forms without waiting for developers, with no monthly response cap. It has handled more than 100,000 responses from borrowers across the country without problems.

Datadog tracks how many people drop off through each form's funnel and where respondents are.

Tubform Insight: completion by form, forms started and submitted over a week, a start-to-submit funnel, unique users by form and a map of respondent locations