Project: Website UX + UI Exploration
Goal: Bring forward ideas for testing related to where information lives on the home page, how to organize an abundance of content without overwhelming the fan, and explore visual components.

Project Details: We had discussions about fan micro-moments and what is important to them. We know fans gravitate towards the players and teams they love and with that knowledge we should make it easy for them to find content related to them as well as easy access to purchase merchandise, tickets, and NBA League Pass. It would also have been awesome if we could have provided easy access for them to locate a restaurant or bar near them that had the game but that micro-moment was skipped for this execution.

With this in mind, I started working on the architecture of the page. I reorganized the navigation into a 2-bar design to help break up the options. Top bar, you have your NBA League Pass subscription on the left. On the right, we have a circle that could be a team logo, your name, and an option to sign out. On the bottom tier, we have the NBA logo followed by the more traditional search options and then on the right a highly visible tickets and store option followed by a shopping bag and number of items in the bag, and last but not least, the search icon. At the time when I designed this, there was really no connection between the NBA Store and NBA.com other than a link. With this design, I wanted to see if it was valuable to connect that bridge more.

Then there is the main content block. I wanted to bring forward different content to see how it tested. Would showing social initiatives be something that fans would want to see and would this build the relationship with the fans? There are a few CTAs on top of the paused video. The user has the option to play the content, see other goodwill initiatives, or look up players and teams. If we already know the person who signed in had favorite players and teams based on recent browsing history or made prior selections in the NBA Finder, this NBA Finder block might be used for something else or hidden.

Below the main content area is various content. My main focus on this area was to see if showing some of the content available and collapsing the rest would be easier on the cognitive load and how many people would actually want to read more. I hope the goal in the future is to provide personalized content to the fan so they can find what they might want to read faster and share socially.