Research: What are our problems?

Sympa is an HR software company in the Nordics with over 20 years in the market. Over time, the product fell behind its competitors. The focus had been on releasing as many new modules as possible without a long-term plan. By 2021, Sympa had become a fragmented system, using at least three different programming frameworks and offering at least three different visual experiences. Each new feature added more problems to an already outdated system. Customers were frustrated with how long it took for new features to be released, and when they were, the results often fell short of expectations.

I joined Sympa in 2021 and, after talking with both internal and external users, identified several issues. My first step was to review the feedback we had, figure out what we could do with it, and determine how to improve moving forward. This led to the creation of three different feedback channels:

1. Customer Interviews: We offered our customers the chance to talk directly with product managers and designers about the issues they were facing.
2. Surveys: We sent out multiple surveys to gather detailed feedback from our customers.
3. Feedback Platform: Instead of scattering feedback across chats and emails, we established a dedicated space for collecting and reviewing feedback.

After conducting this research, we found that:

1. Customers were very frustrated with the system. The lack of clear guidelines for daily tasks was causing significant issues in their companies.
2. The system’s lack of flexibility, especially its inability to work on mobile devices, made it difficult to use.

Ideation: What are we doing to improve the product?

To address the challenges, we approached them from two angles: product and engineering. The product team focused on creating a new user experience, while the engineering team worked on updating the backend and selecting a new UI framework.

1. We would invest in a design system to help us deliver better experiences faster.
2. We established design principles to guide every new feature development.
3. Every new feature would be designed and developed with the new design guidelines.
4. Changes would be rolled out gradually.

Design Principles:

• Accessible: We prioritize accessibility for all users. Designing for people with disabilities improves the experience for everyone.
• Relevant: Our goal is to meet the needs of our users and provide the best experience. This principle guides every project and decision.
• Consistent: Every element is carefully designed based on our design foundations, ensuring a cohesive and consistent experience.
• Clear: Simplicity and clarity are key. We aim to deliver minimalist designs that help users achieve their goals with ease and without confusion.

Refine: Gradually building a better product

After finalizing our Design System and establishing a clear roadmap, we began implementing new features in line with our updated design principles. Several modules were initially drafted by the design team, and two have already progressed to production:

• Training Management
• Org Chart

Outcome and learnings

By February 2024, Sympa successfully released the Org Chart and Training Management features to customers. Numerous meetings, both with customers and internally, were held to gather feedback, which was overwhelmingly positive regarding Sympa's new direction. Today, Sympa continues its transformation into a more robust HR system, and I'm proud to have contributed to laying the foundation for a better product. Customers are now more engaged in the development process, with information and designs being shared internally to gather feedback. Teams are also empowered to make decisions that shape the future of the product.‍

Key Learnings:

• Change is the Only Constant: Teams evolve, people change roles, leaders come and go, and plans shift. Resilience and adaptability are crucial. It's important not to get too attached to specific ideas or plans.
• People Matter: The success of any plan hinges on relationships—with both customers and colleagues. Understanding their perspectives, backgrounds, and motivations is key to reaching common ground.
• Change Creates Friction: Change is often difficult, and part of my role as a professional is to communicate why these changes make sense, helping to ease the transition.

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