REPUTATION HOUSE · B2B SAAS · 2024
Redesigning navigation and core workflows for a reputation management platform
Over two months, I reworked the structure of an established product: replacing a two-level navigation system, expanding the workspace, and designing new workflows for analytics and day-to-day operations.
ROLE
Product Designer
TIMELINE
2 months
PRODUCT
Reputation intelligence platform
SCOPE
Navigation, workflows, interface design
Reputation data should drive decisions
An established platform for agencies and their clients
Reputation House monitors how brands appear online, collecting mentions from social media, map listings, news outlets, forums, and other sources. The platform brings these signals into client projects, helping teams track reputation shifts, identify risks, and decide what to do next.
The product serves three groups: Reputation House teams managing client work, partner agencies running their own accounts, and clients reviewing insights, recommendations, and delivery status.
I joined an established product that was already in active use. The business initiated the redesign after usage data and customer feedback highlighted problems with navigation. The brief went beyond a visual refresh: we needed to simplify the product structure and integrate new features requested by product management.
My role was to simplify navigation, rethink the core sections, and fit new workflows into one coherent system.
The product serves three groups: Reputation House teams managing client work, partner agencies running their own accounts, and clients reviewing insights, recommendations, and delivery status.
I joined an established product that was already in active use. The business initiated the redesign after usage data and customer feedback highlighted problems with navigation. The brief went beyond a visual refresh: we needed to simplify the product structure and integrate new features requested by product management.
My role was to simplify navigation, rethink the core sections, and fit new workflows into one coherent system.
- Reputation House teamsAnalyse data, manage projects, and coordinate delivery with clients.
- Partner agenciesCreate projects and manage online reputation for their own clients.
- ClientsReview insights, recommendations, and the current status of their work.
Why the existing interface no longer worked
- Two layers of navigationProjects lived in a separate dark sidebar. Selecting a project opened another menu containing its sections.
- A shrinking workspaceTwo sidebars occupied a significant part of the screen, leaving less room for analytics and operational content.
- Long pages buried the prioritiesKey metrics competed with supporting details, making it difficult to quickly understand what had changed.
- New features felt disconnectedContent, recommendations, support, and projects evolved as separate areas without a shared interaction model.
CHAPTER 01 · NAVIGATION
One project, one navigation model
I moved project selection into the top bar and kept the left sidebar focused on the active project. This freed up screen space and made switching between projects more predictable.
BEFORE:
AFTER:
Projects and product sections occupied two separate vertical menus. The interface lost valuable width, and users had to reorient themselves after selecting another project.
Projects are selected from the top bar. The sidebar contains only the active project’s sections, while search, notifications, and account controls remain in consistent positions.
CHAPTER 02 · MONITORING
From a long report
to a modular analytics workspace
to a modular analytics workspace
Monitoring was the product’s primary analytics view. I broke the long page into focused modules covering key metrics, mentions, sources, sentiment, topics, audience, and geography.
The first screen surfaces the most important changes. Supporting modules help users investigate what caused them.
The first screen surfaces the most important changes. Supporting modules help users investigate what caused them.
Lead with the signal
Key metrics and trends help users spot a change without reading the entire report.
Then explain the cause
Sources, sentiment, topics, and geography provide context around what influenced the result.
Details on demand
Detailed lists and filters remain available without overwhelming the main view.
Each module answers a specific question: what changed, where did it happen, and what caused it.
CHAPTER 03 · OPERATIONAL WORKFLOWS
From insight to day-to-day work
The platform supports more than reporting. I brought the operational sections into a shared structure with clear page titles, primary actions, filters, and content areas. This made it easier to move from identifying a problem to working on it.
Content is visible at a glance
Instead of scanning a dense table, users can see a preview, content type, author, publication status, and audience response. A table view remains available when more compact data is needed.
BEFORE:
AFTER:
Recommendations are organised by purpose
Recommendations draw on the monitored data and help teams plan their next steps. I grouped them by topic and locale, while standardising how they are created, edited, and removed.
BEFORE:
AFTER:
Project status is clear at a glance
Instead of landing on an overloaded task list, users first see their project portfolio, including status and progress. Detailed work opens only after a project is selected.
BEFORE:
AFTER:
Users can move from a reputation signal to content, recommendations, and active work without relearning the interface.
THE COMPLETE SYSTEM
Five sections, one operating model
Each section has a specific role, while shared navigation connects analytics, communication, and project delivery.
Monitoring
Reveals changes in brand reputation and helps users identify what caused them.
Support
Keeps communication between the client and the team within the active project.
Media Center
Centralises content, publication status, and audience response.
Recommendations
Captures analyst guidance and the next steps for different markets.
Projects
Shows delivery progress and connects ongoing work to a specific client.
Operational flow
Signal
The platform detects a change in the available reputation data.
Investigate
The user reviews sources, sentiment, topics, and geography.
Decide
The team chooses a recommendation, content item, or active project.
Act
Work continues in the relevant section without losing project context.
OUTCOME
Building the foundation for a new interface in two months
Development of the product was paused before the redesign could be fully released, so I do not attribute improvements in retention or conversion to this work.
I measure the outcome of this phase by the delivered product scope: a simplified navigation model, five redesigned core sections, and a set of interaction patterns that could support future workflows.
I measure the outcome of this phase by the delivered product scope: a simplified navigation model, five redesigned core sections, and a set of interaction patterns that could support future workflows.
5
core product sections redesigned
2 → 1
navigation layers
within a project
within a project
2 months
from interface audit to detailed designs
KEY TAKEAWAY
Complex B2B products do not feel simple because they show less data. They feel simple when users can immediately understand what changed, why it matters, and what to do next.
Thanks for reading
I design B2B products with complex logic and large amounts of data. I help teams simplify navigation, create clear workflows, and turn analytics into action.
Get in touch