The NBA looked to overhaul its digital product suite for both domestic and international consumers. My team provided the path to incrementally revitalize the digital brand with a host of new UX features.

As a consultant, I had the privilege of working with the NBA product group for a span of two years. What began as an engagement to redesign the NBA International app with a new design system rapidly evolved into a comprehensive overhaul of both domestic and international NBA products.

My team ranged from 3 to 6 designers with a focus on scaling the new design system to various platforms, including tablet apps and major OTT devices. In 2020 we pivoted our focus to the US audience and unified the league’s core domestic products. From extensive redesigns of the website and apps, facilitating multiple stakeholder groups to achieve consensus, down to incremental feature updates for free-to-play gaming and enhanced game watching— my team and I transformed the NBA digital experience for fans around the world.