Context

Research

Ideation

User Testing

Proposal

Reflection

02. Cognitive Overload

The current website has no content strategy making it harder for a fan to engage with the players. This creates barrier to information that should be accessible and simple to digest.

WNBA player profile with large walls of text

03. Meaningful Value for Existing Customers

During our primary research we found that tickets to the WNBA games are relatively cheap and encouraged to be bought in groups. This is why many families attend the games as an affordable form of entertainment. With an already existing audience, I advocated to the team the opportunity to target a younger demographic through an intervention that is engaging & relevant which would create a stronger bond with the players.

Photos of attendees from the N.C.A.A game
Journey map of a rookie fan attending a WNBA game and points of opportunities for us
Brainstorming for How Might We questions to help us scope our form ideas.
Promotional video I helped put together for our proposal

User Testing the Prototype

While working on our prototype, we were simultaneously user-testing to validate or disprove features and value of the application. We were fortunate to test the prototype with 7 children between the ages 9 -14 and 4 parents that fit our persona. From our user-testing, we came away with the following takeaways:

01. The graphic novel was our users’ favourite component of the app experience. They felt it was joyful, personable and favoured it over just reading text.

02. Users in this age group don’t buy things online, via an app. So we eliminated the option to make in-app merchandise purchases.

03. Social causes the players support were more important to the parents, than to the young athletes. We decided to make it a more subtle part of interface.

Pitch video for MyWNBA

Closing Thoughts

The intent of MyWNBA is to cultivate a strong relationship between new fans and the players. As fans acquire new digital collectibles with every game attended, we are increasing the likelihood of return game attendance. In addition, the app is another touchpoint where fans can interact and engage with the WNBA, even after the game has ended. The various components of the app reveal different sides of the WNBA players, from their humble beginnings, to their athletic prowess and social involvement. MyWNBA presents the players as admirable figures, inspiring and empowering young athletes.

Imperfectly Perfect

15 hour design challenge

Dutch Design

dutchDesign 2019 website design