Twine Labs

Twine integrates your company's HR data to deliver analytics and visualizations for CEOs and CPOs.


What does Twine do?

Twine Labs is a startup (YC S’17) based out of New York focused on building the “Google Earth” for employee profiles within companies. Twine Labs integrates with existing HR software including BambooHR and Greenhouse to provide HR companies with precise analytics of their workforce recruitment and tenure.

The Challenge

The Challenge

Design a scalable SaaS solution for a variety of different possible workforce analytics across different companies with different needs. Design and implement landing page designs.

My Role

Product Designer

Freelance · Jan - April 2018

I led design from start to finish, from the UX to the visual design. I also worked closely with the two co-founders, Joseph Quan and Nikhil Srivastava, as well as their front-end developer, Ian Sibner, remotely.

Where We Started

Solving the wrong problem

Initially, when I had first started working on Twine in February, we were focused on building a platform for internal workforce mobility by using AI driven internal candidate suggestion for new roles, based on employee data and job requirements, taking in hundreds of variables. However, after not gaining solid traction, Twine took a step back and realized that while internal mobility could certainly be improved, perhaps it wasn’t the primary need of a lot of HR departments.

The real problem for HR departments was having the right tools to evaluate employees in their workforce across a variety of metrics. Tools like BambooHR only provide snapshots, but Twine saw an opportunity in providing a full “Google Earth” view of organizations.

The Pivot

Solving the right problem

While the product became less interesting technically (from using ML to just loading data and transforming it), the feedback the founders received from the Heads of HR at different companies was valuable. While I took a hiatus from Twine between March and June, the founders conducted a lot of need finding to figure out what to build next. After consolidating the feedback, the founders created a baseline list of features and metrics that the Heads of HR found valuable, and we brainstormed and sketched out how these features might be presented.

The Solution

Key Screens

The dashboard overview is the default view for CPOs when they log into the Twine platform.

This is the core of the Twine value proposition. One of the primary needs of the Heads of HR at different organizations is seeing a variety of core analytics quickly. By leveraging visual hierarchy in a way that’s scalable, we’re able to provide a variety of stats in a similar pattern, allowing it to be easily consumed by the users. The dropdown filters help Heads of HR filter across a variety of metrics, including date, office location, and department. A big design decision here was whether or not to put the filters at the universal level—we decided not to because not all the analytics tiles have the same filters.

Another feature we knew that would provide value was an area to provide relevant content based on analytics. We allowed users to toggle the display of these takeaways because it’s a reflection of the analytics below, and we felt that while it was valuable, it takes up a lot of vertical real estate for “redundant” information.

Another key feature was rich notifications.

We wanted to provide CPOs/Heads of HR a feed of event-based notifications offering a quick view into the most salient day to day events occurring in their org. Initially, we decided to only build notifications for new hires and terminations. If the feature is validated, we’ll branch out to events like upcoming performance reviews, slowdowns in the recruiting pipeline, or impending cliff dates for equity grants. If they select “See all notifications”, they’re taken to a separate page where they can view a full time-based list of recent events.

Another core feature of Twine is an ultra-comprehensive profile of employees. The overview tab houses a host of information pulled from a variety of existing HR platforms. While the design is somewhat simple and straightforward, it was imperative to design with scalability in mind as some fields may be missing information, depending on the existing HR software that companies already use.

Under the timeline tab, CPO’s/Heads of HR can see a robust timeline of categorized events from the day that the employee started to present day.

Finally, the ‘Stats’ tab is really where the Twine secret sauce lives. CPO’s/Heads of HR can compare employees to their counterparts amongst a variety of comparison groups. The interactions surrounding this tool are quite complex, with lots of minute design decisions involved, so we decided to integrate the Joyride plugin to provide contextual onboarding via tooltips that walks new users step by step of how the tool works.

To create a comparison group, users simply select the “+ add filters” button, which slides out a side panel with a variety of dropdown selections to choose from.

The Outcome

Deals Closed

Since pivoting, Twine has converted many pilots to paying customers, including clients like Nielsen and Evernote.

With Twine’s growth, they hired a a full-time product designer based out of New York, so we have since parted ways. I look forward to seeing much more of Twine in the future!