Making Reputation Feel Like a Relationship
Redesigning a cold, transactional platform into a warm and friendly neighbor for local businesses.
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Pubbblic™ began as a utilitarian reputation management tool. But it lacked charm, warmth, and clarity—especially for the small businesses it served. I led a full redesign to reposition the platform as a trusted neighborhood partner. Through a new design language, intuitive workflows, and personality-driven UX, we helped Pubbblic™ feel like a welcome extension of each business’s voice in the community.
Role:
UX Designer & Brand Experience Strategist
Team size:
4
Team & Operations Impact:
Developed a tone and voice system to humanize automated responses and reviews
Reorganized key workflows to align with business owners’ real-world daily rhythms
Conducted ride-alongs and interviews with local businesses to inform feature priorities
Established reusable UX patterns to speed up future feature rollouts
Product Impact:
Boosted review response rates by 70% with simplified, friendly templates
Increased customer retention by 35% post-redesign
Reduced time-to-value by redesigning onboarding around first wins
Repositioned the brand for expansion into adjacent local services
In March of 2023, the Pubbblic™ Product Experience Team conducted a series of design sprints to reimagine an existing reputation management platform as a neighborly, human-first experience for local businesses. The thesis at the time was that small business owners don’t want more tools—they want more trust, support, and simplicity. We developed a full UX and visual redesign, tone-of-voice strategy, and feature simplification roadmap that made the platform more approachable, responsive, and lovable.
FRAMING THE PROBLEM
The Problem:
The original product felt impersonal and robotic—alienating the very small business users it was meant to support. Complex features, corporate tone, and clunky design made reputation management feel like a chore.
How Might We
How might we turn reputation management into a friendly, intuitive, and encouraging experience for local businesses?
Information Architecture:
After determining core functionality we structured how value will be delivered in a sitemap diagram. This provided a solid foundation to begin prototyping the app.
THE SOLUTION
Reputation, Reimagined with a Smile
We redesigned Pubbblic™ as a warm, intuitive tool that helps local businesses build trust—not just manage reviews. With friendly UI, smart templates, and human-centered flows, the new platform feels more like a helpful neighbor than a dashboard.
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