Case study: Fraud.Net website

about

End-to-end redesign of the client-facing website for O2X Human Performance. Led a design team from creative concept and information architecture through design system and final UIs. Improved conversions and brand positioning.

my part

Lead Product Designer / Team Management / UX Research / UI Design / Design System / QA / Stakeholder Collaboration

after and before

O2X became an opportunity to demonstrate I could successfully manage design resources while finding common ground with stakeholders. Through systematic work and adaptive UX practices, I extracted necessary insights to organize and improve the process.

If Fraud.net developed my communication and UI design skills, O2X strengthened my capabilities in scope-centered UX research, client education, and seamless Webflow collaboration.

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

tablet UIs

Webflow was the primary framework for this project. Despite abundant ready-to-use components, we added custom details to capture attention and improve conversions.

Given the project's custom design system, the entire design was created in Figma and built in Webflow by our engineering team, ensuring precise implementation.

As lead designer, I ensured accurate transfer of text styles and color systems to Webflow. I organized workshops with engineers to discuss process optimization. To achieve the most precise design-to-product match, we decided the design team would create necessary styles directly in Webflow assets. This collaboration reduced production revisions and accelerated development velocity.

Another challenge was the project's visual style - we weren't sure if sufficient photo and video archive material existed. 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." Visitors can now see authentic content throughout the site.

Despite limited resources, I encouraged the team to provide multiple options for custom sections. This became both a valuable creative exercise and gave the client meaningful choices, resulting in stronger stakeholder buy-in and more refined final designs.

Beyond the polished visual appearance achieved through iterative stakeholder collaboration, O2X was primarily about adapting processes, improving client collaboration, managing the design team, and working closely with engineers. The strategic impact mattered more than aesthetic breakthroughs - though we achieved both.

Choosing the right UI approaches helped us meet client goals. One key suggestion was integrating CTA blocks into mega menu sections to draw user attention and drive conversions. Small details - like adding mini-descriptions to each menu section - helped educate potential clients and organically tell the O2X story, improving information architecture and user flow.

Establishing seamless client collaboration was critical to project success. I helped stakeholders navigate technical questions and optimize their workflow with our tools.

We established efficient Figma workflows for quick feedback cycles. I conducted personal workshops to onboard stakeholders, accelerating review processes and reducing communication bottlenecks significantly.

I prefer quick 10-minute calls - sharing my screen, explaining directly, and answering urgent questions - over lengthy email chains that delay progress. This action-oriented approach kept the project moving efficiently, reduced miscommunication, and built stronger stakeholder relationships. 

Direct communication became a competitive advantage for this project's success.

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

The project was completed after my active involvement ended, but I successfully grew my lead design skills while creating a design that fits the brand concept and helps O2X grow in the fitness-tech niche - supporting those who serve our society. 

O2X became a defining career challenge: creating a cohesive product that meets client goals, maintains branded visuals, and works within limited resources. I achieved exactly that.

O2X website

Repurposing heritage & boosting the design process

Webflow-ready design assets

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