NBA League Pass
QUALITATIVE RESEARCH STUDY,
COMPREHENSIVE FAN EXPERIENCE AUDIT & PRODUCT DESIGN ENHANCEMENTS
NBA League Pass
QUALITATIVE RESEARCH STUDY,
COMPREHENSIVE FAN EXPERIENCE AUDIT & PRODUCT DESIGN ENHANCEMENTS
NBA League Pass
QUALITATIVE RESEARCH STUDY,
COMPREHENSIVE FAN EXPERIENCE AUDIT & PRODUCT DESIGN ENHANCEMENTS
SUMMARY
The NBA wanted to grow subscribers for their League Pass streaming service, as well as increase engagement and improve retention—and wondered how content and navigation could play a stronger role. To answer this question, my team worked on an extensive content audit for the web and mobile app platforms, and explored additional opportunities around them (e.g. box office, tv). The resulting work showcased actionable recommendations to improve the experience and reach goals, and the deliverables helped the NBA better plan for upcoming updates.
BACKGROUND
The NBA League Pass is a subscription service that allows basketball fans to watch the NBA games from any device. It represents a big opportunity but is not without barriers. Customer expectations are high, but the experience then was not very user-friendly and in the US, NBA contracts with broadcast networks limit the number of games fans can watch. Nevertheless, there were opportunities to raise awareness, acquire new customers, enhance the content consumption experience, to develop more viewer engagement and build customer loyalty. My team at Globant was then challenged to take a closer look at the fan experience, specifically when it came to content and interaction.
APPROACH
Following qualitative research with subscribers and prospective subscribers we built a detailed content audit, laying out fan journeys step-by-step, touchpoint-by-touchpoint. The audit would account for all possible use case scenarios—including different markets.
PROCESS
The work started out by creating a visual that represented all the levels/touch points of the League Pass experience (the ‘Ecosystem’), showcasing the main stages of interaction. This document was a conversation starter and helped us identify the top areas of concern.
SUMMARY
The NBA wanted to grow subscribers for their League Pass streaming service, as well as increase engagement and improve retention—and wondered how content and navigation could play a stronger role. To answer this question, my team worked on an extensive content audit for the web and mobile app platforms, and explored additional opportunities around them (e.g. box office, tv). The resulting work showcased actionable recommendations to improve the experience and reach goals, and the deliverables helped the NBA better plan for upcoming updates.
BACKGROUND
The NBA League Pass is a subscription service that allows basketball fans to watch the NBA games from any device. It represents a big opportunity but is not without barriers. Customer expectations are high, but the experience then was not very user-friendly and in the US, NBA contracts with broadcast networks limit the number of games fans can watch. Nevertheless, there were opportunities to raise awareness, acquire new customers, enhance the content consumption experience, to develop more viewer engagement and build customer loyalty. My team at Globant was then challenged to take a closer look at the fan experience, specifically when it came to content and interaction.
APPROACH
Following qualitative research with subscribers and prospective subscribers we built a detailed content audit, laying out fan journeys step-by-step, touchpoint-by-touchpoint. The audit would account for all possible use case scenarios—including different markets.
PROCESS
The work started out by creating a visual that represented all the levels/touch points of the League Pass experience (the ‘Ecosystem’), showcasing the main stages of interaction. This document was a conversation starter and helped us identify the top areas of concern.
SUMMARY
The NBA wanted to grow subscribers for their League Pass streaming service, as well as increase engagement and improve retention—and wondered how content and navigation could play a stronger role. To answer this question, my team worked on an extensive content audit for the web and mobile app platforms, and explored additional opportunities around them (e.g. box office, tv). The resulting work showcased actionable recommendations to improve the experience and reach goals, and the deliverables helped the NBA better plan for upcoming updates.
BACKGROUND
The NBA League Pass is a subscription service that allows basketball fans to watch the NBA games from any device. It represents a big opportunity but is not without barriers. Customer expectations are high, but the experience then was not very user-friendly and in the US, NBA contracts with broadcast networks limit the number of games fans can watch. Nevertheless, there were opportunities to raise awareness, acquire new customers, enhance the content consumption experience, to develop more viewer engagement and build customer loyalty. My team at Globant was then challenged to take a closer look at the fan experience, specifically when it came to content and interaction.
APPROACH
Following qualitative research with subscribers and prospective subscribers we built a detailed content audit, laying out fan journeys step-by-step, touchpoint-by-touchpoint. The audit would account for all possible use case scenarios—including different markets.
PROCESS
The work started out by creating a visual that represented all the levels/touch points of the League Pass experience (the ‘Ecosystem’), showcasing the main stages of interaction. This document was a conversation starter and helped us identify the top areas of concern.
Next, based on interviews with subscribers and prospects, created journey maps for the most critical use-case scenarios. Following an ideation workshop, we then created a single document that would showcase, at the same time, the expected journey, the gaps (red boxes) and the opportunities (white boxes) that surfaced when confronted with the current journey, as well as the resulting recommendations that came from the workshop.
Next, based on interviews with subscribers and prospects, created journey maps for the most critical use-case scenarios. Following an ideation workshop, we then created a single document that would showcase, at the same time, the expected journey, the gaps (red boxes) and the opportunities (white boxes) that surfaced when confronted with the current journey, as well as the resulting recommendations that came from the workshop.
Next, based on interviews with subscribers and prospects, created journey maps for the most critical use-case scenarios. Following an ideation workshop, we then created a single document that would showcase, at the same time, the expected journey, the gaps (red boxes) and the opportunities (white boxes) that surfaced when confronted with the current journey, as well as the resulting recommendations that came from the workshop.
To help better visualize the ideas, we put together a deck displaying the current experience on the left and our recommendation on the right. Each slide included a brief description, the UX best practice behind that recommendation, and metrics. We also listed all recommendations on a spreadsheet, which later became a prioritization matrix for the Product team.
To help better visualize the ideas, we put together a deck displaying the current experience on the left and our recommendation on the right. Each slide included a brief description, the UX best practice behind that recommendation, and metrics. We also listed all recommendations on a spreadsheet, which later became a prioritization matrix for the Product team.
To help better visualize the ideas, we put together a deck displaying the current experience on the left and our recommendation on the right. Each slide included a brief description, the UX best practice behind that recommendation, and metrics. We also listed all recommendations on a spreadsheet, which later became a prioritization matrix for the Product team.
RESULTS
The NBA recognized that all recommendations were spot on and would add a lot of value to the experience, positively affecting growth, engagement & loyalty. The implementation is still underway. The action plan has been phased out, so every release brings in new improvements.
RESULTS
The NBA recognized that all recommendations were spot on and would add a lot of value to the experience, positively affecting growth, engagement & loyalty. The implementation is still underway. The action plan has been phased out, so every release brings in new improvements.
RESULTS
The NBA recognized that all recommendations were spot on and would add a lot of value to the experience, positively affecting growth, engagement & loyalty. The implementation is still underway. The action plan has been phased out, so every release brings in new improvements.
© 2024. Tatiana Kligerman