O2X website

website
sports tech
2025
about
A-Z redesign of the client-facing website for the O2X app. As a lead product designer, I had a team with which we have created everything from the creative concept and Information Architecture to Design System and UIs.
my part
Lead Product Designer / UX Research / UI Design / Design System / Production Revisions / QA
challenges & how we solved them

Repurposing heritage & boosting the design process

In January, I received an offer to become the lead designer for the O2X website. Normally, I would be thrilled about such an opportunity, but in this case, the excitement was mixed with fear due to the difficulty of the project.
Why? Work on this website had started several months before I joined, and during that time, a lot had changed — the design team, stakeholders, visual direction, and even the overall goal of the site.
after and before
after and before
For me, O2X became not just an opportunity to demonstrate that I could successfully manage design resources, but more importantly, a chance to find common ground with the client and, through systematic work and adaptive UX practices, extract the necessary insights to organize and improve the process.
I knew it would be a milestone in my career. If Fraud.Net marked a stage of developing communication and effective UI design, O2X helped me strengthen my skills in Scope-Centered UX Research, Client Education, and Polished Collaboration with Webflow.
Elements of the design system
Elements of the design system
Team Management:

→  internal team work to gather insights
→  close work with the client to make sure that the team and the stakeholders are on the same page
→  organizing and holding several workshops for the client on  the tools used and scope
Process Management:

→  reflecting the scope creep in the design timeline and content-related documents
→  testimonials
→  seamless responsiveness
→  clear structure of the IA and navigation

Webflow-ready design assets

Design for Webflow has some specific for it rules to follow that I've learnt after years working with it and in collaboration with Webflow devs.
I used my best judgment for O2X website for the seamless design-to-dev process with minimal changes.
tablet UIs
Webflow was chosen as the main framework for this project. Despite the abundance of ready-to-use components, we added several custom details to capture users’ attention and improve conversions through the website.
Of course, there are now many Figma–Webflow transition solutions, but given the project’s custom design system, the entire design was created in Figma and then built in Webflow by our engineering team.
As the lead designer, it was important for me to ensure accurate transfer of text styles and color systems to Webflow. To achieve that, I requested a series of workshops with the engineers, where we discussed process details and how I could make it more efficient. In the end, we decided that, to achieve the most precise design-to-product match, the design team and I would create the necessary styles directly in the Webflow assets.
Another challenge was the project’s visual style. For instance, we weren’t sure if there was enough photo and video archive material for the website sections. I actively advocated for using real client photos and videos to boost relatability, build brand trust, and reinforce the mission of “Training Our Nation’s Heroes.” And now, visitors can actually see them on the site! I consider that a small personal victory.
Despite the pressure of limited resources in this project I was encouraging myself and the team to provide several options for the custom sections. It turned out to be not only a great exercise for creativity but built a variety to choose from for the client.
Apart from the catchy visual appearance we achieved through iterative work with stakeholders, for me O2X was not primarily about creative breakthroughs or surprising visuals — it was about adapting processes, improving client collaboration, managing the design team, and, of course, working closely with engineers.
Still, choosing the right UI approaches definitely helped us meet the client’s goals. For example, one of my key suggestions was not just to use a mega menu, but to integrate CTA blocks into specific sections to further draw user attention. Small details, such as adding mini-descriptions to each menu section, helped educate potential clients and organically tell the story of the O2X product.
One of the most important parts of the project was establishing seamless collaboration with the client.  Among other things, I helped them with technical questions.
For example, we figured out how to start working with Figma and provide quick feedback. To make it easier, I even conducted a couple of personal workshops on this topic.
I should probably mention that one of my favorite personal traits is my impatience with waiting. I’d always rather have a quick 10-minute call — where I can share my screen, explain things directly, and answer urgent questions — than send one email with instructions, follow up 15 times, and still wait for the issue to resolve itself.

I definitely like to think of myself as an action-oriented person.
Elements of the design system
Low adaptability of the design:

→  establishing a Design System that is easy to build in Webflow
→  integration of the responsive components}
→  adding custom UX and UI hooks for the better conversions
Successful collaboration:

→  mentoring sessions for me to learn more about management
→  scheduling and holding technical workshops for the client
→  using comfort tools for each task
results
I have a long story of collaborating with O2X team and it was an honor to be leading the design creation of the client-facing website. After a long-term work on the O2X application it was like a final chord in this story: as full of curiosity as satisfaction from the result!
6k+
visitors/month
9
specialists in
the team
100+
screens
designed
50+
custom elements
and patterns
The project was completed after my active involvement ended, but most importantly, I managed not only to grow my lead design skills, but also to create a beautiful design that fits the brand’s concept and helps O2X grow in the fit-tech niche — and, of course, support those who serve our society.

O2X became a true challenge in my career: how to create a cohesive product that meets client goals, maintains branded visuals, and works within limited resources. In my humble opinion, with O2X, I managed to achieve exactly that.