Building an Empathetic Review Process
A key requirement for building and maintaining company culture is the ability to share and receive actionable feedback. I designed Supply’s employee review process to provide our team with a thoughtful, engaging experience that would capture the insights they needed to grow professionally and put our company values into practice.
Client
Supply Team
Company
Supply
Role
Partner, Director of Design, Manager
From 2017 to 2024, I co-led a digital agency called Supply, where I built and mentored our design team — the largest team at the agency. This meant I often found myself leading the charge in shaping our HR processes, including recruitment, salary reviews, and even writing our employee handbook. My most impactful contribution was designing and leading Supply’s biannual employee review process.
Make something better.
As a manager, I am responsible for creating an open, creative environment and supporting my team’s growth within it. Working remotely makes this a little challenging, as it is easy to become disconnected and difficult to gauge my impact. My partners and I needed better tools to support our team and help them put Supply’s maxims into practice.
I’ve included Supply’s maxims at the bottom of this page for reference.
Success Criteria
To design a review process that met the needs of both employees and managers, I established the following success criteria:
01
Provide an easy, low-stress way to raise flags.
Make it easy for team members to provide simple feedback that enables early detection and discussion of areas that need work — before they become issues.
02
Reinforce our company values.
Find a way to visualize how well individuals were upholding our values and create space for discussion where needed.
03
Provide a way to celebrate success.
Capture validation of growth and success from colleagues — often more meaningful than the same words coming from a manager.
04
Make professional growth a team effort.
Collect constructive, first-hand feedback on behavior and performance from the folks who are there experiencing it.
05
Provide a way to align perceptions.
Find a way to compare the perceptions of employee and their manager.
06
End with something actionable.
Ensure feedback and/or insights collected from this process translate into something actionable and connect to ongoing employee goals.
Nothing is designed in a vacuum, so it’s worth highlighting two contextual points at Supply helped this effort succeed:
First, we prioritized hiring empathetic people aligned with our culture and values. This meant we were already talking to a team that would be receptive to the approach outlined below.
Second, we integrated mentorship into daily practice, addressing challenges in real time on projects (via Creative Directors) and through regular employee/manager 1:1s. This allowed our biannual reviews to focus more on personal growth and team dynamics.
Our review toolkit.
Developed over multiple iterations, Supply’s employee review process was deployed every six months and consisted of three parts:
An Anonymous Peer Review Survey that was sent to the three teammates that had worked most closely with the employee being reviewed over the last six months.
An Employee Self Review Survey that both the employee and their manager filled out.
A Feedback Discussion where employee and manager reviewed and discussed the collected insights from the two reviews above.
To protect employee privacy, names and feedback examples below were paraphrased using ChatGPT — "Maxwell" is not a real person.
01
Provide an easy, low-stress way to raise flags.
What I did
I developed behavioral questions (above) for our peer reviews that laid out our expectations for all team members. Reviewers were asked to rank how often they observed each behavior in the employee they were reviewing using a simple Likert scale.
The goal was to gather consistent data that would help identify areas needing improvement so managers could address them in the review discussion.
What I learned
Creating survey questions that will be interpreted and answered consistently is harder than it looks. The first iteration of this survey was a bit of a failure, with a lot of confusion around which end of the spectrum represented a positive answer — it should have always been “always”. This took about three tries to really get right.
02
Reinforce our company values.
WHAT I DID
Collected results from the various ranked questions in an employee’s peer reviews were synthesized using a simple color system ranging from blue to red, with “always” on the blue end.
The goal was to visualize results in a way that made potential issues easy to spot and flag for discussion.
What I learned
This actually worked really well, with the Likert scale making it easy to frame results in an objective, actionable way. Solid blues meant you excelled. Greens meant you might want to keep an eye on a specific behavior, as someone just couldn’t quite bring themselves to give you full marks. Yellow signaled a minor flag, prompting discussions about A) why they thought someone had ranked them that way, and B) how they thought they could improve by the next review cycle. Although I never saw orange or red, either would have triggered increasingly urgent analysis and problem-solving conversations.
03
Provide a way to celebrate success.
WHAT I DID
Alongside the ranked questions in the Peer Review, I also included two open-ended questions to provide and opportunity for more detailed feedback.
The first of these questions asked, “What do you appreciate about this person? What are they doing well? How have they positively impacted you?” (Ok, that’s three questions.) The goal of this question was to give reviewers a chance to share personal observations of the employee’s successes or growth, and the positive effect they had on the team.
As an additional feedback element, each peer listed three words that best described the person they were reviewing. This aimed to capture a simple snapshot of how that person was perceived by their team. To be honest, this was a bit of a throw-away exercise I included just to see what would happen, but it generated surprisingly positive results and reactions.
What I learned
First, responses to the “I appreciate” question were very meaningful to the person being reviewed. Second, it turns out that an empathetic team is as eager to give positive feedback as they are to receive it. And third, the simple “three-words” exercise generated overwhelmingly positive validation for the employee when all responses were gathered together (shown below).
04
Make identifying professional growth opportunities a team effort.
WHAT I DID
The second open-ended question in the Peer Review asked, “Where do you think this person could improve or grow professionally?” The goal of this question was to give reviewers a chance to offer constructive critique and suggestions for growth based on their experience leading or working with the employee being reviewed. Reviewers had full freedom in their responses, with only two guidelines: keep it productive and provide the level of detail they’d appreciate receiving themselves.
What I learned
Open-ended questions are hard, and need proper framing. In initial versions of this review, these questions would often be skipped or receive simple throw-away answers. Once I framed them in terms of “what level of detail would you want for yourself,” the responses we got back grew progressively more detailed and thoughtful.
And, while the task of highlighting areas for growth could easily have turned negative, it never did. I give full marks to my team for this.
05
Provide a way to align perceptions.
WHAT I DID
I created a self-review survey for employees and asked managers to complete it as well from their own perspective. This encouraged self-reflection and allowed us to compare responses.
I made reviewing these results the first activity in the employee's review discussion, so everything that followed would have the benefit of a (hopefully) renewed alignment.
What I learned
This conversation proved invaluable — not just for alignment and insights, but for building trust. By listening to their perspective and connecting the dots, managers demonstrated to their direct reports that they were genuinely invested in helping them.
06
End with something actionable.
WHAT I DID
To ensure the review process led to actionable outcomes, the final step in the review discussion was collaborative synthesis. The manager and employee identified growth opportunities from the collected feedback, and captured them in enough detail so that they could be translated into SMART goals in next employee/manager 1:1.
The intent of this approach was to use the review process to provide a fresh set of team-validated insights every six months, feeding directly into the ongoing list of professional goals each employee worked on with their manager.
What I learned
This actually worked — I love it when a plan comes together. Adoption and engagement from our leadership team was really helped by the clear value being added to conversations with their direct reports.
Making the review cycle painless to deploy was equally valuable, something I couldn't have accomplished without gathering (and being open to) feedback from all parties afterwards. This helped me streamline the process, and made everyone feel invested in what we were building.
This was the first time my review was actually helpful.
— Real reaction from a Supply employee
Outcome
The reaction of the team to the Supply review process was overwhelmingly positive. While not wholly responsible for Supply’s open and empathetic company culture, the review process undeniably contributed to establishing honest feedback and mutual support as the norm. In doing so it helped build a team-wide sense of trust and camaraderie.
A variation of the same review process was deployed for director reviews, giving our leadership team access to team feedback, and demonstrating to our employees that we held ourselves to the same standards.
The follow-on effect of this “in it together” mindset was a team that would more readily depend on each other, reaching out to share learnings and/or solicit advice — making all of us stronger as a team than we were as individuals.
Supply’s maxims defined the mindset and culture we aimed to embody in both our work and our working environment.
Embrace the unknown.
Give yourself permission to explore new ideas to see where they lead. The value you provide usually lies beyond the obvious. Even if you risk heading in the wrong direction, the exploration is its own reward.
Sweat the details.
Take pride in going a little deeper and taking the extra step. Double-check your work, then double-check it again. Your extreme meticulousness is clear evidence that you're a total pro!
Put yourself in their shoes.
Your number one tool as a creator is empathy. Your clients and colleagues will always appreciate your effort to understand their perspectives. Most of all, empathy is how you put yourself in the shoes of the people who will eventually use the things you're creating.
We are better together.
The people who work at Supply are incredibly talented. So find a thought partner. Share your ideas and be prepared to return the favor. The people who hire you are pretty sharp too — leverage their expertise. Collaboration and openness will always serve you well.
Tell the truth, even when it's hard.
Great partnerships are built on the ability to tell your colleagues and clients the hard truths when no one else will. Sure, they may not want to hear it in the moment, but they'll appreciate it in the end. Deliver and receive honest feedback in the service of doing the best work possible.
Everything is interesting.
Seek out ways to make the mundane more interesting and fun. Experiment. Challenge yourself. Your energy will inspire your teammates, the client, and carry through to your work in a way that will improve the final product.