The Women's National Basketball Association (WNBA) sought to enhance its digital presence and engage a broader audience by redesigning its official website. The primary goals were to improve user experience, increase accessibility, and boost fan engagement through a more intuitive and visually appealing interface.
- Role: UX Designer
- Time frame: Oct 2021 - May 2022
- Tools: Figma, Optimal Workshop, UserTesting, Jira
We included multiple features that allowed fans to feel connected to the games and players. Enhancing the viewing experience and heightening the sense of community were key to make the app stand out.
1. Discovery and Planing (2 months)
2. Foundational Elements (2 months)
3. Production and Testing (3 months)
During the discovery phase the team focused on understanding the users needs, determining what features were most important and planning the following design phases.
We used the following tools to better understand the WNBA fans and determine our priorities:
- User Research: Surveys and interviews revealed the need for easy access to live scores, player stats, behind-the-scenes content, and improved navigation.
- Competitive Analysis: We evaluated different sport leagues and media websites. Some of the highlighted strengths were live scores, video content, and customization.
- Web Analytics: Uncovered key insights into user behavior, including the most visited pages, average session duration, and common navigation paths.
On phase two the team focused on defining the following building blocks:
- Information Architecture: I utilized card sorting and tree testing (Optimal Workshop) to develop a clear menu structure to enhance navigation and facilitate content discovery.
- Visual Design: While I worked on the IA, the UI team focused on defining the visual look and feel, employing modern, clean aesthetics with a focus on highlighting female athletes. They also started to create the design system would use throughout the project.
With a clear design direction, well-defined information architecture, and a solid design system in place, we were able to focus on designing the key MVP screen interfaces. We conducted multiple rounds of testing and iterated quickly based on user feedback to refine and enhance the user experience.
To streamline our testing process, we chose to conduct unmoderated tests using usertesting.com. This approach allowed us to gather insights from a diverse group of users in a cost-effective and time-efficient manner. Unmoderated testing provided the flexibility for participants to complete tasks at their convenience, resulting in more natural interactions with the interface. Additionally, the platform's robust analytics and reporting tools enabled us to quickly identify usability issues and make informed design decisions.
The redesigned WNBA website offers an engaging and user-friendly platform tailored for basketball fans. By integrating valuable user insights, implementing an intuitive information architecture, and incorporating interactive design elements, we have crafted a seamless and enjoyable experience. This new platform not only enhances user engagement but also supports the growth and success of the WNBA.
