ABOUT THE PROJECT
Hapoel Ossishkin Tel Aviv is a community-owned supporters’ association that owns 19% of the Hapoel Tel-Aviv Basketball Club. The association runs youth programs, community initiatives and social-impact projects - driven by values of transparency, participation and collective influence.
I designed the full website experience end-to-end: user research, information architecture, wireframes, UI design, design system and a high-fidelity interactive prototype.
The new platform strengthens transparency, establishes a clear information hierarchy and makes it easy for members and fans to engage, participate and feel ownership.
PROBLEM
The previous digital presence lacked clarity and hierarchy. Information was scattered across different channels, making it difficult for users to understand how to join or take part in the association’s activities.
The previous digital presence lacked clarity and hierarchy. Information was scattered across different channels, making it difficult for users to understand how to join or take part in the association’s activities.
GOAL
Create a platform that simplifies access to information, increases transparency and strengthens emotional and community engagement.
Create a platform that simplifies access to information, increases transparency and strengthens emotional and community engagement.
SOLUTION
A redesigned website with a clear structure, intuitive navigation and interactive storytelling - transforming a passive informational website into an active community platform.
A redesigned website with a clear structure, intuitive navigation and interactive storytelling - transforming a passive informational website into an active community platform.
SCOPE
UX Research · Information Architecture · UI Design · Design System · Interactive Prototype
(Figma · Photoshop · Illustrator · AI Tools)
UX Research · Information Architecture · UI Design · Design System · Interactive Prototype
(Figma · Photoshop · Illustrator · AI Tools)
VISUAL LANGUAGE
Official brand colors
Custom Icon Set
The visual language blends bold sports identity with archival nostalgia - influenced by sports newspapers, analog film and personal fan scrapbooks. It creates the feeling of flipping through a documentary photo album.
Photographic language
PAGE SCREENS — DESKTOP
HOMEPAGE
The homepage introduces the emotional layer of the project. It combines storytelling and functionality - creating the feeling of leafing through a nostalgic fan scrapbook, while surfacing live information: events, game results, decision summaries and quick access to all main sections.
Background Interactions
Hover interactions
COMMUNITY & MEMORY - Fans, Stories & Legacy
The Community & Memory page honors fans who are no longer with us. Each name opens a personal popup with their story, connecting the emotional bond between the club and the people who shaped it. It transforms the website from an informational tool into a space of belonging, memory, and collective identity.
Interactive Grid Behavior
ABOUT US - Values, Story & People
The page combines storytelling and people. A timeline built on the contour of the team jersey invites users to explore key milestones in the club’s journey. An interactive team grid reveals the people behind the association, reinforcing transparency and community ownership.
Our Story Interactive Timeline
Hover interactions
MOBILE RESPONSIVE DESIGN
A set of mobile screens and interactions demonstrating how the website was adapted for small devices — including layout restructuring, mobile-specific storytelling solutions, and a redesigned navigation experience.
MOBILE SCREENS
Three key mobile screens demonstrating the project’s responsive approach: a simplified homepage, a content-focused “Our Story” page, and a functional contact page designed for quick user action.
Contact Us – Mobile Our Story – Mobile
Homepage – Mobile
MOBILE INTERACTIONS
Selected mobile interactions highlighting navigation behavior, scrolling patterns, and content transitions.
Homepage Interaction Flow
Mobile Storytelling Layout Slide-In Mobile Menu
OTHER PAGES
RED NEWS - Updates & Decisions
TEAMS - Club Teams Overview
RED FOR LIFE - Membership Page
CONTACT - Reach Out Page
MORE INTERACTION
HOMEPAGE - Hero Video & CTA
Footer Interactions
RED NEWS - Page Interaction Flow
INTERACTIVE PROTOTYPE
Open in Figma
OUTCOME
The redesigned platform strengthens transparency, emotional connection and community involvement — transforming a passive information site into an active community hub.
