Let’s Connect
Platform-Wide Transformation
OBX Redesign
From disconnected games to one connected platform.
I initiated and led a platform-wide redesign that transformed OwnersBox from a collection of disconnected game experiences into one cohesive product. Under an intense timeline, I aligned design, engineering, and leadership around a shared direction and delivered a consistent experience across web and mobile.
+7+24
NPS
65%89%
CSAT
At a Glance
- Challenge
- Outdated, inconsistent product experience
- Approach
- Hackathon-led platform redesign
- My Role
- Led vision, prioritization, and delivery
- Impact
- Launched in under 3 months, higher CSAT & NPS
The challenge
The platform had outgrown its experience
Salary Cap, Player Picks, and Spin & Draft had been developed at different stages of the company’s growth. Each used different navigation and interaction patterns, while web and mobile often behaved differently.
The fragmented experience made it difficult to move between games, manage entries, discover promotions, find scores and player information, and understand everything the platform offered. It also weakened users’ perception of the product’s overall quality.
Disconnected games
Each game carried its own navigation and interaction patterns.
Hard to find activity
Entries, promotions, scores, and player information were scattered.
Inconsistent quality
Web and mobile behaved like two separate products.
Creating momentum
One week. Three designers. One shared vision.
With a narrow window before the NFL season, I cleared the three-person design team’s workload for a focused one-week hackathon and gave them one mandate: define a cohesive experience for the entire OwnersBox platform.
The team moved from many initial concepts to three refined directions. One direction was selected as the foundation, with the strongest elements from the other concepts incorporated into the final experience.
Many initial concepts
Three refined concepts
One selected direction
From separate games to one connected platform
A new mental model for the entire product
We redesigned how users discovered, navigated, and managed their activity without changing the gameplay they already understood.
The new experience introduced a true platform homepage, global navigation, easier game switching, improved My Contests, centralized promotions, live scores, player profiles, global search, and a more consistent experience across web and mobile.
Much of the navigation was inspired by familiar patterns from products people use every day, including Instagram, Spotify, YouTube, Android, and iOS. By building on behaviours users had already learned elsewhere, the new experience felt intuitive from the first interaction and required little education.
Before
After
Research and rapid prototyping
Validate early. Build with clarity.
Surveys, interviews, behavioural analysis, and controlled experiments created continuous feedback loops throughout the redesign.
I also used AI-assisted tools and Figma to prototype navigation, My Contests, player profiles, live scores, and the Salary Cap lobby across web and mobile. Rapid prototypes helped the team resolve ambiguity and evaluate workflows before committing engineering capacity.
- Surveys & interviews
- Rapid prototypes
- Controlled experiments
- Product decisions
Delivery
A fixed deadline. Daily tradeoffs.
Over an intense three-month delivery period, I coordinated nine engineers across backend, web, and mobile while keeping design, leadership, and other stakeholders aligned.
I owned the requirements, roadmap, priorities, scope, and day-to-day coordination across parallel workstreams. Continuous communication, risk management, and fast decision-making kept the program moving toward a fixed NFL deadline.
Early June
Kickoff
Mid July
Iterate & build
Late August
Launch
NFL kickoff
Fixed deadline
The result
A cohesive platform, delivered before kickoff
In under three months, we launched the redesigned OwnersBox experience across web and mobile.
Following launch:
+7+24
NPS
65%89%
CSAT
Built to evolve
A foundation the company could build on
The redesign established reusable components, a shared Figma library, and documented standards that became the foundation for subsequent products and features.
It did more than refresh the interface. It transformed OwnersBox from a collection of individually designed games into a platform the company could extend more consistently.
Shared component library
Consistent products