Reputation’s platform had grown rapidly through acquisitions and isolated feature development—leaving behind a fragmented, inconsistent user experience. I led the design team through a strategic transformation, building alignment across departments and establishing a phased product and UX strategy. The work resulted in a more unified platform, improved usability, and a scalable foundation for future growth.
Context
Reputation helps businesses manage and grow their online presence. Over time, the platform became a patchwork of features—many built in isolation, some inherited from acquisitions, and few designed to work as part of a larger whole. This created friction for users and slowed down internal teams.
There was no clear product vision, no shared UX strategy, and no scalable design system. We needed to establish direction and create clarity—both in the product and across the organization.
Role and scope
I served as Head of UX Design, managing and mentoring the product design team while also setting a long-term vision for the platform experience. I worked cross-functionally with product, engineering, sales, support, and executive leadership to align priorities and phase our efforts.
My focus spanned design leadership, product strategy, and platform architecture, with hands-on involvement in research, ideation, and systems-level thinking.
Opportunity
Reputation’s platform suffered from a lack of coherence—users had to learn different patterns across modules, data was scattered, and visual inconsistencies eroded trust. Internally, design and product teams were slowed by duplicative work and unclear priorities.
The opportunity was to move from a feature factory to a platform mindset, establishing a shared vision and building a more consistent, scalable product experience. It wasn’t just a UX challenge—it was an organizational shift.
Solution and impact
I led the creation of a phased product and UX strategy designed to deliver near-term improvements while laying a foundation for long-term transformation.
Phase 1: Quick Wins
We improved in-page navigation, elevated high-value data, and piloted new analytics architecture in the social module to validate new design patterns.
Phase 2: Rebalance
We redesigned top-level navigation to reflect user mental models, unified analytics across modules, and introduced consistent branding and UI patterns across the platform.
Phase 3: Integration
We built shared components in Figma and code, connected user flows across modules, and introduced guardrails that balanced flexibility with consistency—especially for enterprise users.
Impact:
Improved platform usability and reduced user confusion
Decreased support requests tied to navigation and fragmented workflows
Accelerated delivery through a shared design system
Created alignment across teams with a single product and UX vision
Conclusion
This work helped Reputation transition from a fragmented product suite to a cohesive platform. By combining strategic planning with hands-on design leadership, we reduced friction for users, empowered internal teams, and positioned the company to scale more effectively.
It was a reminder that great design starts with alignment—and that long-term product clarity requires just as much coordination as it does craft.
