Reputation Management
The reputation management platform transforms thousands of news articles and social media posts into actionable insights using artificial intelligence. The system automatically analyzes public sentiment, detects emerging trends, identifies relationships between entities, and provides alerts for potential reputation crises.
Sector
GovStack
Time
2025-Present
Team
7
Role
Product Designer
The Challenge
In an era of 24/7 news cycles, brands are overwhelmed by "noise." Manually tracking thousands of global news sources and social media conversations to identify real threats or opportunities is humanly impossible. The goal was to build a system that filters this data and provides high-level clarity for PR and Communication teams.
The Solution
An end-to-end reputation management platform that leverages Natural Language Processing (NLP) and Machine Learning to process massive datasets in real-time. The system moves beyond simple keyword tracking by understanding context, tone, and influence.
Research and Discovery
Stakeholder alignment workshops and 12 user interviews to understand where reputation management was failing operationally and emotionally.
Business goals workshop
12× user interviews
Journey mapping session
Pain point synthesis
Trust Deficit
Users couldn't tell if their reputation score was calculated fairly opacity bred anxiety and churn.
Delayed Feedback
Stakeholders needed real-time alerts. The 24hr delay in notifications caused compounded damage.
Action Paralysis
When issues appeared, users had no clear next step. The system reported problems but didn't guide resolution.
"I often struggle to understand how my reputation compares to other public figures, or what people on social media are saying about me across different regions."
— a Minister, Interview 04
Competitive Benchmark
Analyzed 5 platforms across 8 dimensions notification speed, resolution guidance, data clarity, and trust signals.
Trustpilot
Strength
Aggregated review display
Gap
No proactive monitoring
UX Score
68
Brand24
Strength
Real-time social listening
Gap
Overwhelming data, poor hierarchy
UX Score
65
Podium
Strength
Response workflow
Gap
Limited analytics depth
UX Score
54
Our Design
Strength
Guided resolution + clarity
Gap
—
UX Score
92
User Flow
Mapping the critical path from reputation damage detection to resolution designed around reducing time-to-action.
Dashboard Entry
Reputation score overview with trend indicators
Issue Alert
Contextual notification with severity tagging
Root Cause View
Drill into source: reviews, mentions, complaints
Resolution Path
Guided action steps tailored to issue type
Track & Close
Follow-up status with score impact preview
Key Decision
At step 3, guided paths reduced resolution time by 40% vs manual investigation validated in usability testing.
Design Rationale
Each node answers one question. Cognitive load testing validated the single-action-per-screen approach.
Wireframes
Lo-fi to mid-fi iterations testing hierarchy, information density, and alert visibility before visual polish.
Final Design
High-fidelity screens grounded in research findings clear hierarchy, proactive alerting, and guided resolution.
Results & Reflection
The redesigned platform shipped to a pilot cohort of 200 businesses. Resolution speed improved significantly, and user confidence scores doubled.
If revisiting: I'd invest more in empty-state design when users have no alerts, there's an opportunity to proactively educate rather than show a blank dashboard.
40%
Faster avg resolution
91%
Task completion rate
2×
User confidence score
+4.2
NPS improvement