NBA International Products

Product Design: iOS and Web team
Agency: Ready Set Rocket
2017

Main-Image-NBA.jpg

The NBA has millions of fans from all over the world who rely on their products to stay updated on games, news and information from around the league. With international audiences continuing to grow at historic rates, the NBA looked to focus their efforts around serving those fans better. The biggest challenge was that the level of polish and consistency in the international products didn’t stand up to the domestic products, which in turn effected the strength of the brand. Our goal was to create parity between the various platforms by following the domestic style guide, as well as collaborating closely between the iOS, Android, and web design teams.

key Challenges

  • Enhance the quality and brand recognition of the NBA international products

  • Increase the international fan base

  • Convert more users to be NBA League Pass subscription holders

 

/ Approach

We closely familiarized ourselves with the domestic NBA Style Guide, apps, and web products so we could begin to unify the international ecosystem. We worked together in establishing the IA, building up the UI Kit, and collaborating on early concepts through wireframes.

 

/ Outcomes

Through 3-week sprints, we focused on each section to meet our goal in unifying the design, but we also provided recommendations for unclaimed opportunities or friction points that were uncovered. We reached many successful solutions product-wide by incorporating familiar patterns, improving UX flows, re-organizing information, and utilizing screen real estate in more efficient ways. Using repeatable elements and block systems across the ecosystem also promoted global consistency.

 
Onboarding design and new personalization feature

Onboarding design and new personalization feature

Utility screens and NBA League Pass entry points

Utility screens and NBA League Pass entry points

Content pages & block systems

Content pages & block systems

Games & no spoilers mode

Games & no spoilers mode

Games & date picker

Games & date picker

Video section

Video section

Account & favorites

Account & favorites

/ Metrics

After about 6-months on the market, it was reported that both the App Store and Google Play Store downloads increased by ~25%. During the 2017 playoffs, the in-app League Pass subscriptions also increased by ~15%, validating the re-design efforts and strategy around converting more fans.