Our research included existing interfaces of direct and indirect competitors. From this, we developed important design rules and guidelines. For example, we observed instances where content blocks extend across a long scroll, leaving considerable empty space due to excessive text. To address this, we implemented limitations on the number of characters allowed in headings and subtexts.

Other discoveries from the analysis:

• Some pages lacked an intuitive option for making a purchase or adding items to the cart.
• Dark mode, which is very popular in Russia, was not being adequately supported. Also, several high-resolution images for retina displays were not rendering properly.

These crucial details became a priority for the project.

Originally, Ozon Club did not integrate expert content with search optimization. However, it quickly became evident that expert content needed to be complemented with SEO to ensure its long-term effectiveness. To address this, we took a reversed approach: Instead of being demand-driven, our strategy was based on pre-existing articles. Ozon Club already had a plethora of written materials, and the challenge was to determine the feasibility of optimizing these texts for SEO. We began by drafting technical specifications for revision. This helped to avoid issues such as outdated topics, mismatched text volumes, and misalignment between an article and an expert. Overall, approximately half of all articles fit our strategy and were successfully revised. To promote the revised materials, we leveraged internal tools (banners, buttons, etc.) as well as the our experts’ social networks.

The core part of this project was developing the admin system. We conducted user research with editors to gather the most popular requests, articles, and widgets. Using our design guidelines and brand styles, we refined and optimized these elements. Maintaining brand consistency—even in projects like this—was crucial. As a result, we boosted sales through articles and business recommendations, and the publication became one of the most-read online magazines after a successful social media promo campaign.

We designed a wide variety of content widgets specifically for article creation. After conducting research, we identified and implemented all essential features — including link attachments, publication counters, and visual continuity between blocks. To support editors, we illustrated how editable blocks would appear in real time, making the system intuitive and easy to use.

This project gave me deep insight into how content impacts user engagement. I learned what types of article structures and information attract attention, and how to seamlessly integrate product cards in a non-intrusive way. We explored edge cases — like handling out-of-stock products or redesigning legacy articles — and ensured they looked intentional rather than broken. I also learned how to create flexible design solutions that support both current and outdated content without introducing visual or UX issues. Through hands-on research and testing with real editors, we validated how articles could be easily created and edited directly in our internal admin system — without relying on third-party tools.

Our research included existing interfaces of direct and indirect competitors. From this, we developed important design rules and guidelines. For example, we observed instances where content blocks extend across a long scroll, leaving considerable empty space due to excessive text. To address this, we implemented limitations on the number of characters allowed in headings and subtexts.

Other discoveries from the analysis:

• Some pages lacked an intuitive option for making a purchase or adding items to the cart.
• Dark mode, which is very popular in Russia, was not being adequately supported. Also, several high-resolution images for retina displays were not rendering properly.

These crucial details became a priority for the project.

Originally, Ozon Club did not integrate expert content with search optimization. However, it quickly became evident that expert content needed to be complemented with SEO to ensure its long-term effectiveness. To address this, we took a reversed approach: Instead of being demand-driven, our strategy was based on pre-existing articles. Ozon Club already had a plethora of written materials, and the challenge was to determine the feasibility of optimizing these texts for SEO. We began by drafting technical specifications for revision. This helped to avoid issues such as outdated topics, mismatched text volumes, and misalignment between an article and an expert. Overall, approximately half of all articles fit our strategy and were successfully revised. To promote the revised materials, we leveraged internal tools (banners, buttons, etc.) as well as the our experts’ social networks.

The core part of this project was developing the admin system. We conducted user research with editors to gather the most popular requests, articles, and widgets. Using our design guidelines and brand styles, we refined and optimized these elements. Maintaining brand consistency—even in projects like this—was crucial. As a result, we boosted sales through articles and business recommendations, and the publication became one of the most-read online magazines after a successful social media promo campaign.

We designed a wide variety of content widgets specifically for article creation. After conducting research, we identified and implemented all essential features — including link attachments, publication counters, and visual continuity between blocks. To support editors, we illustrated how editable blocks would appear in real time, making the system intuitive and easy to use.

This project gave me deep insight into how content impacts user engagement. I learned what types of article structures and information attract attention, and how to seamlessly integrate product cards in a non-intrusive way. We explored edge cases — like handling out-of-stock products or redesigning legacy articles — and ensured they looked intentional rather than broken. I also learned how to create flexible design solutions that support both current and outdated content without introducing visual or UX issues. Through hands-on research and testing with real editors, we validated how articles could be easily created and edited directly in our internal admin system — without relying on third-party tools.