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Tribee is a Vietnamese based HR platform that boosts employee morale and motivate them through giving peer to peer recognition and earning extra benefits at work.

As the sole product designer of the founding team, I am leading the design process of UI & UX for our products including mobile and web applications. The tasks range from conducting research, sketching, testing and designing the products.

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Before having a full-time product designer in the team, Tribee app had mockups based on blue-sky thinking designed by an external consultancy. Currently, there are about 15 companies in Vietnam piloting the app. The MVP core features include:

  • Sending a recognition post and points to your colleague

  • A list of vouchers to be redeemed with the recognition points received

  • The home feed displays all the recognitions being posted to everyone in the team

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My job when I first joined the startup was to turn the mockups into production-ready design for the first MVP. The tasks included interaction design and creating a design system. It took us about 2.5 months including designing and developing to release the MVP and pilot the product with our 1st client company.

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The problem

After the launch, I continued to track the user engagement activities on the app using Amplitude and measured the user experience metrics based on Google's framework HEART. The analytics showed that the number of recognitions posted on the platform fell by 60% after a month of launching.

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An extract of my UX management plan based on HEART framework

Research & discovery

I set up user interviews to gather feedback on the app and did usability tests with the users. I asked the users to walk me through how they sent a recognition step by step to gain more insights on how people interacted with this feature. For more context, below is a snapshot of who our users are.

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The findings

After taking feedback from the user interviews, the biggest insights that I learned from my users are: 

  • Going through 6 steps to post a recognition post is a long process for users

  • Vietnamese people are not used to verbally recognising others on a public platform. They associate that behaviour with trying to get favours from someone rather than genuine gratitude. 

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An extract of my task success rate analysis

Solution design

With the pain points that I found from the Task Success measure test, I listed the tasks to do to improve the recognition process in the next building phase:

  • Remove the friction by removing the Next button in step 1,2 and 5

  • Remove the label of the next step at the bottom. Instead, add the instruction to let users know what to do at each step

  • Revise the design of step 2. The current card layout limits the number of text characters

  • Provide hints for users, teaching them how to write a good recognition

  • Replace the images in step 5 with emoticons or memes that are less formal, more fun and add the option to upload photos

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The 'before' version of the recognition process

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The 'after' version of the recognition process

Validating the solution & result

I validated the revised designs by conducting interviews with existing users from companies that are pilotting Tribee app and measured the task success rate again. I compared the time that the users from the last testings took to send a recognition using the old design with the time that a different group of users took to complete the task with the new designs. Those who used the new designs took less time to send a recognition by an average of 7 seconds faster than those who used the old designs. And users were more excited to use the new designs in the next update.

Follow up: adding more features

Apart from improving the existing features in our product, I am also tasked with creating prototypes of new features that are product-market fit to pitch to paying clients such as: tracking goals and employee bonuses, team performance tracking, etc.
The design process has been coordinating with the founders and sales team to gain understanding of clients’ challenges and needs, working with PM and founders to define the scopes, creating rapid prototyping and validating the designs with end-users.

*Update: My Bonus feature is currently being developed for a client with more than 2,000 end-users

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To learn more about the product, please contact me via email: 

Tools Used
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