My role
I was Head of UX Design at Polecat, responsible for improving the user experience across RepVault and the wider Polecat Hub.
Polecat Intelligence is a Software-as-a-Service company specialising in reputation risk analysis. I was responsible for improving the user experience across RepVault and the wider Polecat Hub — shaping how clients access, interpret and act on complex reputation data.
My responsibilities included:
- Concept development from initial sketches through to high-fidelity designs
- Designing and running structured user testing sessions
- Developing a UX strategy aligned with measurable product usage
- Presenting research findings and design direction to the Product Owner
Project overview
Research & testing approach
Because the homepage needed to communicate complex reputation insight at a glance, we ran moderated research sessions to understand what users considered “high-value” information.
Participants
Six Polecat employees in user-centred roles, including Customer Service Managers.
Method
1. Modified Card Sort
Participants assembled predefined insight components within a structured grid. This exercise revealed priorities, trade-offs and expectations for a high-level reputation overview.
Key findings
- Minimal scrolling: The homepage should feel immediate and high-level.
- Three core insights maximum: More would dilute clarity.
- Share of Impact & key metrics: Consistently ranked as high-value data points.
- Sentiment analysis: Considered essential for contextual understanding.
- Time comparison: Users wanted visible change over time to provide baseline context.
- Clear taxonomy & date controls: Required for filtering and clarity.
Explore related work on the Polecat Hub platform.