Sarah Kliff: A huge amount of forms ask for information because companies want it. You have to think really hard about whether this is something that you actually need in order to have the interaction with this user, she says. She suggests using a question protocol and asking people if they're willing to give up their identity or not. "It's all these little cues that say 'you don't belong here,' right? And I just show them kind of respect," Kliff says.