Case Study: NBA - DTC Rep
Case Study:
NBA - DTC Rep
Case Study: NBA - DTC Rep
Role: Designer & Visual Strategist
Role: Designer & Visual Strategist
Role: Designer & Visual Strategist
The Problem
NBA’s DTC visuals were built for broadcast hype, not product decisions.
Old campaigns drove attention, but struggled with clarity, conversion, and in-app understanding.
The Critique (Old Direction)
Hero athletes everywhere, even when they weren’t needed
Dense visuals, too many messages per screen
Great for social reach, weak for sign-ups and retention
Decks focused on storytelling, not decision-making
The NBA looked premium, but didn’t always help fans know what to do next.
The Problem
NBA’s DTC visuals were built for broadcast hype, not product decisions.
Old campaigns drove attention, but struggled with clarity, conversion, and in-app understanding.
The Critique (Old Direction)
Hero athletes everywhere, even when they weren’t needed
Dense visuals, too many messages per screen
Great for social reach, weak for sign-ups and retention
Decks focused on storytelling, not decision-making
The NBA looked premium, but didn’t always help fans know what to do next.
The Shift
We reframed the NBA from spectacle to utility.
Not “look how big the league is”
but “here’s what the NBA does for you.”
The Shift
We reframed the NBA from spectacle to utility.
Not “look how big the league is”
but “here’s what the NBA does for you.”
The New Direction
A modular, product-first visual system across NBA ID, the NBA App, and internal decks.Clear hierarchy with fewer elements, stronger intent. Visuals designed around actions, not hype. Players became context. Product became the hero.
THe New Direction
A modular, product-first visual system across NBA ID, the NBA App, and internal decks.Clear hierarchy with fewer elements, stronger intent. Visuals designed around actions, not hype. Players became context. Product became the hero.
What Was Designed
App visuals that explain features fast Decks built for alignment, not emotion Systems that scale across teams and markets Everything optimized for clarity.
What Was Designed
App visuals that explain features fast Decks built for alignment, not emotion Systems that scale across teams and markets Everything optimized for clarity.
Results & Impact
The new direction shifted NBA DTC from awareness-led visuals to action-led systems.
Clear lift in NBA ID sign-up efficiency due to simplified, product-first flows.
Higher feature comprehension inside the NBA App, especially around personalization and alerts. Improved mid-funnel conversion, where legacy hype-led visuals previously dropped off. Stronger retention signals, driven by clearer value exchange with fans.
Internal impact:
Faster stakeholder alignment. Fewer revision cycles. Decks used as decision tools, not just presentations.
Results & Impact
The new direction shifted NBA DTC from awareness-led visuals to action-led systems.
Clear lift in NBA ID sign-up efficiency due to simplified, product-first flows.
Higher feature comprehension inside the NBA App, especially around personalization and alerts. Improved mid-funnel conversion, where legacy hype-led visuals previously dropped off. Stronger retention signals, driven by clearer value exchange with fans.
Internal impact:
Faster stakeholder alignment. Fewer revision cycles. Decks used as decision tools, not just presentations.
The Shift
We reframed the NBA from spectacle to utility.
Not “look how big the league is”
but “here’s what the NBA does for you.”
The New Direction
A modular, product-first visual system across NBA ID, the NBA App, and internal decks.Clear hierarchy with fewer elements, stronger intent. Visuals designed around actions, not hype. Players became context. Product became the hero.
What Was Designed
App visuals that explain features fast Decks built for alignment, not emotion Systems that scale across teams and markets Everything optimized for clarity.
Results & Impact
The new direction shifted NBA DTC from awareness-led visuals to action-led systems.
Clear lift in NBA ID sign-up efficiency due to simplified, product-first flows.
Higher feature comprehension inside the NBA App, especially around personalization and alerts. Improved mid-funnel conversion, where legacy hype-led visuals previously dropped off. Stronger retention signals, driven by clearer value exchange with fans.
Internal impact:
Faster stakeholder alignment. Fewer revision cycles. Decks used as decision tools, not just presentations.