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UX case study
Appical.io
Company
Appical
My role
Lead UI/UX Designer
Location
Amsterdam
About the project
Designing multiple experiences within the employee journey.
My journey at Appical has been nothing short of remarkable. Starting as a junior designer, I was eager to learn and grow, but I never imagined the incredible opportunities that lay ahead. Appical is an international SaaS company focused on revolutionizing the onboarding experience for new employees, guiding them before and during their first day to integrate faster into a company. As time passed, I evolved into a lead designer, leading multiple design projects and collaborating with top-tier clients. It's been an incredible ride, filled with challenges, triumphs, and invaluable lessons. Through it all, I've had the privilege of working with A-level clients, each experience shaping me into the designer I am today. Join me as I reflect on this journey, sharing the highs, lows, and everything in between.
This is your pilot speaking
Joining Appical as a Jr UI/UX designer marked the beginning of an exciting journey in my career. Appical, an international SaaS company with a specialized focus on onboarding, stood out for its commitment to enhancing the employee journey through innovative solutions. During my tenure, I had the privilege of collaborating with multinational giants like Rituals, Nike, Pepsico, NS, Hunkemoller, and HP. Together, we worked tirelessly to create exceptional onboarding experiences that set the stage for employee success. These experiences not only broadened my skill set but also instilled in me a deep appreciation for the impact of thoughtful design on the employee experience. Working at Appical was more than just a job; it was a journey of growth, learning, and collaboration that laid a strong foundation for my career in UI/UX design.
My role
As a Jr UI/UX designer at Appical, I played a pivotal role in shaping the foundation of the company during its startup phase and witnessed its remarkable journey of growth and scaling. My primary responsibility was to establish the fundamentals of the Appical platform, which continue to serve as the cornerstone of our user experience to this day. Through rigorous research methods and a keen understanding of user needs, I crafted intuitive and user-friendly interfaces that set the standard for our onboarding experiences. Notably, I spearheaded initiatives to redefine the onboarding journey, designed a dedicated manager app to streamline processes, and created an offboarding experience that prioritized efficiency and employee satisfaction. Additionally, I took on the challenge of designing Appical.io, a project that further expanded our platform's capabilities and enhanced our users' overall experience. My contributions during this transformative period not only helped shape the trajectory of Appical but also reinforced the importance of user-centric design principles in driving success and longevity.
The challenge
The primary challenge of working at Appical was centered around ensuring that new hires received the most tailored and seamless pre and onboarding experiences possible. Our goal was to empower employers to customize the onboarding process for each individual employee, ensuring that they felt welcomed and supported from day one. By providing personalized onboarding experiences, we aimed to create a sense of belonging and familiarity that would enable new hires to acclimate to their roles and surroundings more quickly.

Ultimately, the challenge lay in optimizing the onboarding journey to maximize productivity and engagement, allowing employees to hit the ground running and make meaningful contributions to the organization as soon as possible.
Creative facilitation exercise
Appical 1.0
Appical 1.0
Appical 1.0 emerged in 2012 as a pioneering solution in the realm of employee onboarding, laying the groundwork for a transformative approach to HR processes. However, by 2016, it became apparent that Appical 1.0 had reached its limits. While revolutionary for its time, this version lacked integrability with other HR tech APIs and featured an outdated UI built using older design programs.

Despite its initial success, the rapid growth of the company necessitated a reevaluation of the product's capabilities to meet evolving industry demands. As Appical expanded, so did the need for a more advanced and scalable solution that could leverage new technologies to enhance the onboarding experience. This pivotal moment marked the transition to Appical 2.0, setting the stage for a new era of innovation and growth within the company.
Understanding the users
At Appical, our approach to design was deeply rooted in user-centricity, and collaboration with companies and onboarded users played a pivotal role in shaping our strategy. By actively engaging with our users and collaborating with partner companies, we ensured that we had access to the right information and metrics needed to stay ahead of the curve in designing the best possible user experience (UX). Through comprehensive research methodologies, including interviews, surveys, and usability testing sessions, we gained valuable insights into user needs, preferences, and pain points.

This data-driven approach allowed us to identify areas for improvement and refine our designs iteratively, ensuring that our products met the evolving needs of our users and exceeded their expectations. By prioritizing user feedback and collaboration, we were able to deliver UX solutions that were not only intuitive and effective but also truly transformative, driving positive outcomes for both our users and partner companies alike.
A new hire starting their onboarding journey
Appical player
The Appical Player app is a key component of the Appical onboarding platform, designed to deliver a seamless and engaging onboarding experience for employees. This mobile application serves as a centralized hub where new hires can access essential resources, training materials, and interactive content to facilitate their transition into their new roles. The Appical Player app offers a user-friendly interface that allows employees to navigate through their onboarding journey effortlessly, with features such as personalized timelines, task lists, and progress tracking. Through the app, users can access multimedia content, such as videos, quizzes, and interactive modules, tailored to their specific role and organizational requirements.

Additionally, the Appical Player app enables two-way communication between employees and their onboarding coaches or mentors, fostering a sense of support and connection throughout the onboarding process. Overall, the Appical Player app is a powerful tool that empowers employees to take ownership of their onboarding experience and accelerate their integration into the organization.
Appical player app
Web player
We faced a significant challenge with the older version of our platform at Appical, as it was primarily designed for tablets, resulting in a subpar desktop experience. Recognizing the importance of catering to users across various devices, we embarked on a mission to overhaul the platform and ensure responsiveness across all screen sizes. This endeavor involved making special adaptations to accommodate desktop users, optimizing the layout and functionality to deliver a seamless experience regardless of the device being used. By prioritizing responsive design principles, we were able to address the shortcomings of the previous version and create a more inclusive and user-friendly platform that meets the needs of all our users, regardless of their preferred device.
Appical responsive web player
Manager App
Appical's Manager's Model serves as a crucial component within the app, providing managers with the tools they need to facilitate a seamless onboarding process for their new hires. This feature enables managers to gain visibility into upcoming new hires, empowering them to prepare essential items and streamline the pre and onboarding phases effectively. Whether it's organizing office tours, arranging necessary equipment, or facilitating introductions to key team members, the Manager's Model ensures that managers have the resources at their fingertips to support their new hires every step of the way. By fostering proactive engagement and collaboration between managers and new employees, Appical's Manager's Model contributes to a positive onboarding experience that sets the stage for long-term success within the organization.
Manager module
Appical.io
At Appical, our journey to develop Appical.io was grounded in a steadfast commitment to the user experience. With a laser focus on meeting the needs of both companies and their new employees, we embarked on a meticulous process of research, design, and development. Understanding the importance of simplicity and efficiency in the onboarding process, we set out to create a product that would empower companies to seamlessly onboard their new hires, with or without additional assistance. Through iterative design iterations and user testing, we refined Appical.io to ensure intuitive navigation and functionality, allowing clients to effortlessly manage the onboarding process from start to finish. By embracing the SaaS model, we offered clients the flexibility to tailor their onboarding experience to their unique preferences and requirements, without the need for extra personnel. Today, Appical.io stands as the cornerstone of Appical's core product offerings, embodying our unwavering dedication to delivering exceptional user-centric solutions.

Thanks to the seamless and intuitive nature of Appical.io, countless new employees have successfully navigated the onboarding process across the globe. With its user-friendly interface and comprehensive features, Appical.io has not only facilitated smooth onboarding experiences but also streamlined crossboarding, offboarding, and reboarding processes for employees worldwide. By providing a centralized platform for managing all aspects of the employee lifecycle, Appical.io has empowered companies to efficiently onboard, transition, and engage their workforce, regardless of geographical location or organizational size. This widespread success underscores the transformative impact of user-centric design and underscores Appical.io's pivotal role in shaping the modern workplace experience.
Plug & Play
For HR professionals, Appical.io offers robust tools for designing, managing, and optimizing the onboarding process. HR administrators can create customizable onboarding workflows, automate administrative tasks, and track the progress of new hires in real-time. The platform also provides analytics and reporting features to measure the effectiveness of onboarding initiatives and identify areas for improvement.

Overall, Appical.io is a comprehensive and user-friendly solution that streamlines the onboarding process, enhances employee engagement, and sets the stage for long-term success within the organization.
Appical.io client side
Onboard Amsterdam and Marketing
At Appical, design and marketing are intrinsically linked, forming a symbiotic relationship that drives the success of our products and services. By seamlessly integrating design principles into our marketing strategies, we ensure that our brand messaging is not only visually appealing but also resonates deeply with our target audience. This synergy was vividly showcased during "Onboard Amsterdam," Appical's own event for HR tech, which served as the ideal platform for engaging with clients in a fun and educational setting. Against the backdrop of this event, we had the invaluable opportunity to engage in meaningful conversations with clients, gather feedback, and gain insights into their needs and preferences firsthand. This collaborative exchange not only fostered stronger relationships with our clients but also informed our design and marketing efforts moving forward, ensuring that we continue to deliver innovative solutions that truly resonate with our audience.
Onboard Amsterdam - Appical's own HR event
Usability testing
I've had the privilege of conducting usability testing at several client offices, including renowned brands such as KLM, Rituals, Hunkemoller, NS (Dutch Railways), and Heineken. Through these engagements, we gathered invaluable feedback and research insights that highlighted the tremendous potential of our products. By observing users interact with our platforms firsthand and collecting their feedback, we gained valuable perspectives on usability, functionality, and overall user experience. These testing sessions not only validated our design decisions but also provided actionable insights for further refinement and improvement. As a result, we were able to iteratively enhance our products to better meet the needs and expectations of our clients and their end-users.
Conclusion
Working at Appical has been an enriching and fulfilling experience that has not only expanded my skills as a designer but has also deepened my understanding of the critical role user-centric design plays in shaping impactful products. Throughout my journey, I've had the privilege of contributing to innovative solutions that revolutionize the onboarding experience for employees across various industries. From collaborating with top-tier clients to conducting usability testing at renowned companies, every opportunity has been a chance to learn, grow, and make a meaningful impact. As I reflect on my time at Appical, I am grateful for the challenges, triumphs, and invaluable lessons that have shaped me both personally and professionally. Moving forward, I am excited to continue leveraging my experiences and skills to drive positive change and create exceptional user experiences that truly make a difference.