Typeform came to MakeBuild with a genuinely interesting problem: how do you take a data report and turn it into something people actually want to read?
Not just skim, but actually interact with, and even share with colleagues.
The answer was to stop thinking about it as a static asset altogether and start building it like a web experience. Together, we wanted to create something with real craft behind it. Something that reflected the quality of the data (real interviews with real marketers) alongside the charm of Typeform’s brand.
From this seed of an idea, Get Real 2 was born: an interactive microsite that feels closer to a product launch than a content download.
Key highlights
- Brought static designs to life as a rich, scroll-driven interactive experience
- 10,000+ views at launch, a 32% increase over Get Real 1
- Scroll-triggered animations and transitions throughout
- Embedded real customer audio and video responses
- Built on a close, two-year partnership with Typeform
The goal
Typeform has built a loyal following among marketing teams by making data collection feel less transactional and more human. Get Real 2 was their opportunity to turn that lens on the industry itself: a large-scale survey exploring how marketers are really thinking, feeling, and making decisions around AI right now.
Rather than simply publishing the data, the goal was to build an experience that felt as alive as the conversations marketers are already having in their own teams. And making it compelling enough to keep people reading all the way to the end.
"We want to create content that people genuinely want to read and interact with, so we kept the experience front and centre. We gave the content room to breathe, created subtle moments of delight, and made the most of the audio and video answers we got as part of the survey. People want to see people. One of my favourite parts of the report is the section showcasing online discourse around generative AI, which I think readers will find very juicy!"
- Medeea Lascar, Senior Brand Designer, Typeform
The challenge
The survey data told a very nuanced story, surfacing mixed feelings towards AI among marketers. Our project needed to be able to convey these opinions in a way that made for interesting reading.
“The challenge was basically making data fun — taking what is typically quite a dry thing, like a data report, and turning it into something that's a fun experience on the web. Something shareable. Something you actually want to interact with and post on LinkedIn."
- Liam Mews, Webflow Project Lead, MakeBuild
On top of that, the team was working from static designs and motion concepts provided by Typeform's in-house team. Translating those into something fluid, performant, and genuinely engaging across devices, without losing what made the designs special, required real care and technical precision.
The approach
The visual concept centred on a sound-wave motif, and it was one of those ideas that just clicked. It connected the robotic aesthetic often associated with AI with something warmer and more human, while also nodding to Typeform's recently-released voice and video response features.
"The theme was this sound wave — it ties together the AI aesthetic, but also Typeform's newer features where you can reply to a form with voice or video rather than text. It was about pulling all of those themes together into one visual idea."
- Liam Mews, Webflow Project Lead, MakeBuild
From there, the focus was on making the data feel alive. Scroll-triggered animations and transitions gave the page rhythm. Real customer audio and video responses added texture and humanity, while interactive sliders and graphs turned passive reading into active exploration.
We brought the wider public conversation in via curated social posts, grounding the data in genuine experiences.
"A lot of our work was visualising the data and doing the animation in a way that felt fun, where you actually wanted to carry on reading."
- Liam Mews, Webflow Project Lead, MakeBuild
The hero section became a centrepiece and a good example of what happens when a strong concept is given room to grow.
Underpinning all of it was a working relationship that made the ambitious feel achievable. MakeBuild and Typeform have been working closely together for nearly two years, including a full site relaunch in early 2025, which meant shared instincts and very little time lost to process.
"We are a really tight-knit team, even if we technically work separately. We have built a friendship, and it shows in the way we work. We understand each other well, and the process from design to build is incredibly smooth. Liam really understands what we want, and it is impressive how seamlessly the design always translates into the build."
- Medeea Lascar, Senior Brand Designer, Typeform
The impact
Get Real 2 landed as something genuinely different in a space crowded with forgettable content downloads. A microsite that rewards exploration, reflects Typeform's evolving brand with confidence, and gives their audience a reason to engage beyond a single scroll.
"Get Real 2 landed really well with both our audience and internally. The report drove 10,000+ views, a 32% increase over Get Real 1. With generative AI as the theme, it also felt very timely when it was released.”
- Medeea Lascar, Senior Brand Designer, Typeform
As this was the second in a series of interactive reports we’ve launched for Typeform, it also validated a format worth returning to. Data reports don't have to be static. When they're treated as brand assets, built with the same craft and intention as any other web experience, they become something people actually remember.
“We definitely want to keep making and releasing these types of reports!"
- Medeea Lascar, Senior Brand Designer, Typeform
The outcome
Typeform now has an interactive report that does what a traditional whitepaper simply can't. It puts real voices front and centre, makes complex data feel worth exploring, and reflects their AI narrative with honesty and confidence.
For MakeBuild, it's another example of what a close, long-running partnership makes possible.
Conclusion
Great creative partnerships tend to produce work that feels inevitable in hindsight. Get Real 2 is one of those projects.
By treating a data report as a web experience, and bringing genuine craft to every layer of it, MakeBuild helped Typeform create something that’s sharp, human, and built to last.
