Was
Totals and lists, with no next step.
ReputationUP CRM · Redesign
From a harmful link to a confirmed result and a paid invoice
A real CRM I designed in 2020, redesigned as a personal concept in 2026.
Try the prototype
Overview
A real product, revisited six years later
ReputationUP helps clients deal with harmful search results. This is a redesign of its CRM, a personal concept.
Became
One link, followed from assessment to a paid invoice.
How
Research, five decisions, one design system, AI with human approval.
Problem
The 2020 screens showed totals. The work happens one link at a time.
No next step
Lists showed a status and an Edit button.
Money apart from results
Payments had no link to what was removed.
Hard to read
349 of 1,002 text fragments were below WCAG AA contrast.
Research and market
What I could learn from open sources
I read how agencies and platforms describe this work.
27
public sources
5
outcomes and 5 questions from the company's site
An open space between software and services
Software
Reviews and monitoring.
Birdeye, Reputation, Meltwater, Brandwatch
Services
Removal, sold as a service.
ReputationDefender, NetReputation, Reputation X
By hand
Tracking by hand, and court.
Spreadsheets, email, lawyers
Roles and work
Three roles, one link, ten steps
Proto-personas from my 2020 file and public agency processes.
Removal specialist
What do I move forward today, and what is due for a re-check?
Account manager
What do I tell the client, and what can I invoice?
Agency lead
Where are the delays, and who is overloaded?
Time goes to waiting, remembering re-checks and building reports by hand.
- 1
Received
- 2
Assess
- 3
Choose path
- 4
Prepare
- 5
Send
- 6
Wait
- 7
Confirm
- 8
Outcome
- 9
Report and invoice
- 10
Watch
Decisions
Five decisions behind the redesign
Agencies run one process per link.
Today and Links follow the steps of one link.
The worst article may be impossible to remove.
Harm and chance of removal sit in separate columns.
Clients pay per link.
Contracts show one segment per link, with its price and proof.
A wrong request can harm a client.
Three checks before sending, and 30 seconds to cancel.
The 2020 menu was four unlabelled icons.
Seven labelled sections in one chain, with Today on top.
Solution · Today
The dashboard now answers what to do first
Company totals and a pie chart
A brief with one next step
A pipeline replaces the pie chart
A table grouped by step
Results ready to invoice
Solution · Links
Each link now ends in a decision
Long search URLs and a status
Readable titles
A suggested path with its reason
Five questions before any request
“Can't be removed” is a real outcome
Solution · Contracts
Payment now follows results, link by link
The same amount and percent, repeated
One segment per link
Grouped by what to do next
Cannot be removed: no charge
A review before sending
Design system
Tokens first, then components, then screens
124
variables
2
themes, Light and Dark
5
status values, down from more than 13 colours
4.99:1
lowest text contrast, above WCAG AA
Colour is never alone
Every status pairs a word and an icon with its colour.
Dark text on brand cyan
White on it reaches only 2.2:1.
AI and trust
A person approves every AI output
Each AI output is labelled and shows its source.
| Assess | Request | Prove | Report | |
|---|---|---|---|---|
| AI | Suggests a path and five answers | Drafts from attached evidence | Compares the page with the request | Summarises results for the client |
| A person | Confirms each answer | Three checks unlock sending | Confirms the outcome | Two checks unlock sending |
Label it
Every AI output says so.
Show why
A reason and a source.
A person decides
A named person signs off.
Say how sure
“Likely to work”, “chance unclear”.
Undo and log
30 seconds to cancel, and a log.
Plan for failure
Without AI, work continues by hand.
Result
From 2020 to 2026
157 connected screens, built on one system.
| 2020 | 2026 | |
|---|---|---|
| Text below WCAG AA contrast | 349 of 1,002 | 0 of 10,106 |
| Status colours | 13+ | 5 |
| Menu | 4 icons | 7 labelled sections |
| Design variables | 0 | 124 |
AI-persona simulation. Agents completed these tasks on the 2026 concept.
- Start the day with the right link
- Send a removal request
- Prepare and send an invoice
- Send the client a report
- See who is overloaded
- Reassign a late reply
10 clicks
to send a request from Today
5 clicks
to invoice one client
Keystroke-Level Model
Prototype
The whole path, clickable
Sign-in, every section and the client report. Click on the screen, or open a step below.
Click an empty spot to see what can be clicked. On a phone, swipe sideways to see the whole screen.
