Rotem Fish: Not Every World is Netflix and Apple
Introduction to Shapes and People OS
Rotem Fish, the Head of Design at Shapes, a company formerly known as DreamTeam, is on a mission to help organizations of any size and industry work in a way that best suits their needs. Fish’s vision centers around a modular platform called “People OS,” which aims to transform human resource management into a customizable and flexible experience.
The rebranding from DreamTeam to Shapes reflects the company’s commitment to modularity. “We felt the old name didn’t represent our vision to be ultra-flexible and adaptable to any shape or size,” Fish explains. The new identity aligns with the platform’s capability to allow organizations to build and customize their systems similarly to how an operating system is structured.
Unique Approach to HR Management
While many companies are engaged in human resource management, Shapes distinguishes itself through the foundational philosophy of its founders, both alumni of Monday.com. They desired to create a highly flexible system-essentially an intelligent table that can be employed for various purposes. This modular approach empowers organizations to operate in the manner that fits them best.
Fish emphasizes, “It’s not about saying, ‘This is how you conduct annual performance reviews,’ but rather providing a system of building blocks: tables and insights that can be associated with employees.” The concept of People OS further encapsulates this, as it resembles a desktop interface replete with customizable applications.
Enhancing User Experience and AI Integration
As the design team develops the platform, user experience remains a primary focus. Fish notes the importance of balancing freedom of customization with the need for predefined templates and guidelines. “Clients have expressed a desire for more packaged options,” she states. Understanding that not all users want to grapple with the nuances of creating things from scratch, Shapes strives to ensure that technological advantages do not overwhelm the user experience.
With a forward-thinking integration of artificial intelligence, the product extends beyond simple chatbots. Fish asserts that AI capabilities will allow users to build more effective onboarding processes or configure data fields in the directory to suit their organizational culture, such as compiling lists of employees’ pets.
The Rebranding Process
The company’s rebranding journey was an internal endeavor led by Fish, alongside colleagues Tal Biton and Dana Wingart. The goal was to create a brand identity that resonates with the product vision, which emphasizes modularity and collaboration. “We realized that the shapes don’t exist independently but always work together,” she reflects, exemplifying the design process that highlights interconnectedness.
Visually, the new identity diverges from the generic, opting for unique, relatable imagery that portrays people in unconventional working scenarios, enriched by vibrant colors. The branding is designed to feel dynamic and playful, mirroring the flexibility of the product.
Fish’s Professional Journey
Rotem Fish, 39, holds a degree in Visual Communication from Bezalel Academy of Arts and Design and currently teaches there. She began her career at IronSource, where she explored different facets of design before expanding her expertise in user experience through a master’s program in Servstart Design in Milan. This educational background has profoundly shaped her approach to addressing user needs within her work.
Before joining Shapes in 2019, Fish played a vital role at Hyro, a startup focusing on conversational experiences powered by AI. Her insights and experience in designing empathetic communication tools have equipped her with the skill set necessary to enhance the user experience at Shapes.
Designing Intuitive Interfaces
At Shapes, Fish oversees all aspects of design, ensuring that the product not only looks appealing but functions intuitively. The platform’s complexity requires careful attention to how users interact with it, especially as many HR professionals may not possess a technical background. Thus, the aim is to simplify cognitive load and enable these professionals to perform their roles effectively.
Collaboration with HR practitistartrs is a vital compstartnt of the design process, allowing Fish to gather immediate feedback on early drafts and refine the product accordingly.
Bridging Brand and Product Experience
Fish emphasizes the critical relationship between branding and product functionality. “The integration of the new branding back into the product is vital,” she notes. Consistency across the website and product interfaces ensures users feel a cohesive experience as they navigate, purchase, and utilize the platform.
The Continuous Quest for Improvement
In her teaching role, Fish observes a shift in design education that now focuses on problem-solving for real people, moving beyond merely creating visually pleasing interfaces. She encourages her students to question existing systems and strive to enhance the user experience.
Despite the proliferation of sophisticated platforms like Netflix and Apple, Fish believes that countless interfaces remain fundamentally flawed. “There are many broken systems, be it in hospitals or grocery store checkouts,” she explains, highlighting a passion for improving traditionally overlooked environments.
Conclusion
Fish’s ongoing explorations in designing for usability reflect a commitment to bringing innovation to complex fields. Shapes’ mission under her guidance-built on modularity and user-centric design-aims to pave the way for improved HR management systems that prioritize the needs of organizations and their employees alike.