Dynamic form that changes according to user choices. This in-house project was developed after seeing a dreadful word file used as a booking form by an expensive holiday destination. The holiday destination had a beautiful website and brochures but a form that was impossible to use. We experimented with creating a form that would calculate deposit totals based on the number of attendees, would ask for more detail when particular answers were selected and would allow for information to be repeated for different attendees.
All the contact points with a business matter. Information collection is a contact point so providing usable forms that enhance the user's experience rather create irritation makes good sense.