NBA – Chelsea Gil

Deliverable: Native Application
Freelance: Grand Studio
Role: Designer
Lead: Cassie Matias
Designers: Julie Morycz, Ignacio Martinez

NBA International App

The International NBA app is for every fan outside of the U.S. Retention rate was low and the app experience was not optimized for an international audience. The objective of this project was to introduce a new section to the app–– a home feed––to increase engagement and drive the app's prime source of revenue, League Pass subscriptions.

The goal was to build the experience during off-season, for an initial launch in Australia at the start of the 2018-2019 season. The design will eventually extend, with further user research and testing, across 5 continents.

NBA International App

The International NBA app is for every fan outside of the U.S. Retention rate was low and the app experience was not optimized for an international audience. The objective of this project was to introduce a new section to the app––a home feed––to increase engagement and drive the app's prime source of revenue, League Pass subscriptions.

The goal was to build the experience during off-season, for an initial launch in Australia at the start of the 2018-2019 season. The design will eventually extend, with further user research and testing, across 5 continents.

NBA International App

The International NBA app is for every fan outside of the U.S. Retention rate was low and the app experience was not optimized for an international audience. The objective of this project was to introduce a new section to the app––a home feed––to increase engagement and drive the app's prime source of revenue, League Pass subscriptions.

The goal was to build the experience during off-season, for an initial launch in Australia at the start of the 2018-2019 season. The design will eventually extend, with further user research and testing, across 5 continents.

The Problem

In addition to meeting business objectives, the solution had to leverage the existing API and CMS, and focus on how international users experience U.S.-based content. Consideration of timezone, language, and culture across multiple countries would be necessary for success, within, of course, a tight seven-week timeframe.

Our Approach

Our team conducted workshops with both domestic and internationally focused product and content teams. With a small core NBA team, we shared low-fidelity sketches and interated rapidly, while concurrently exploring a potential visual system. We tested two concepts internally, before refining and moving forward with the final solution that will be released and further tested with the Australian audience.

The Solution

The experience is dynamic and engaging, providing organization and a deeper connection to the NBA. Like an elite basketball player, the design is strong, elegant, and fine-tuned. A structured yet flexible design allows the editorial team to curate content and provide a level of personalization for users. The ability to surface premium League Pass content and create a clear distinction between content types creates a better user experience and also delivers on the needs of the business. The visual system leverages existing brand patterns and introduces new elements to elevate and better reflect the brand.