A dynamic landing page powered by live stats and team content—aimed at delivering deeper brand engagement.
For NBA fans, game day is the most exciting day during the season, which makes the game day experience a top priority for NBA teams. With only a fraction of their fanbase at the live event, most fans experience game day through digital means. The Clippers were looking to convert the anticipation and excitement that surrounds each game day, into a curated online brand touchpoint.
Manager, Web Strategy | LA Clippers
UX/UI, Interaction Design, Project Management
May 2020 - July 2020
The current game day experience on the Clippers owned and operated digital channels is a template experience that was provided to all teams by the NBA. This template delivers baseline functionality with very little flexibility, making it difficult to leverage the experience from a business and brand perspective.
As a result, the Clippers predominantly use shared digital channels for game day digital engagement, such as social media platforms and the live broadcast, where their message is competing for attention in an environment which is not fully managed by the team.
In order to build a curated digital experience we needed to tailor our approach to meet brand and business objectives, as well as fan expectations. We decided to build an online hub to serve as the brand center point and deliver a dynamic experience that would ebb and flow with the game, surfacing content and information based on the current game state.
As the game state changes, priorities change for the business as well as the fans visiting the page, therefore the site would respond and evolve across the timeline. We began by mapping priorities in the context of the game day timeline and used the data to inform how the site would need to respond.
Based on this study we determined that we would group similar content types into modules that could change the content displayed and their order on the page specific to the current game state and priorities. This was achieved by leveraging the NBA’s Game Day API that would pass the necessary data needed to build out triggers that coincided with Tipoff times and game progress.
The top priority for the page was to deliver accurate and timely game information. We needed a module that would essentially take on the role of the Jumbotron in the arena. The design for the module pulls through the Jumbotron thematic and would house broadcast, ticketing, and live game information throughout the game.
We designed our schedule module to detect the difference between the playoffs and a regular season in order to display the scheduling information in the appropriate context. This means that module would automatically switch into series mode and display the number of wins in the series and pull in scheduling, ticketing and broadcast information when a series was extended.
Our head-to-head module would graph how the two teams compared in key stats. These stats were then compared to the league leading stats to assess and display a power level.
This section was also able to dynamically switch between stat categories (matchup, box score, leaders) based on game state and priority.
When the game was underway and the boxscore began to populate, the modules would change the default tab to prioritize the live game stats in the box score and display information that would keep fans on the pulse of what’s happening.
Content related to the game would populate into a filterable container. This feature was controlled by a contact tagging system in the CMS. Upon the conclusion of the game, a hero module would appear housing a link to a game recap, which was a collection of stats, highlights, editorial, and post-game interviews.
With our social, broadcast, and email channels featuring this site as a go-to destination for fans, this page provided a premium opportunity to promote upcoming events and collect leads for sales efforts.
Marketing modules were built to respond to priority and capitalize on fan excitement. The marketing modules could be inserted directly following a content module that was serving high fan priority, ensuring visibility for marketing efforts, and creating brand awareness to help deepen our connection with fans.
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Have a great day!
