WOMEN'S NATIONAL
WOMEN'S NATIONAL
WOMEN'S NATIONAL
BASKETBALL LEAGUE
BASKETBALL LEAGUE
BASKETBALL LEAGUE
DRIVING REVENUE AND ENGAGEMENT
DRIVING REVENUE AND ENGAGEMENT
DRIVING REVENUE AND ENGAGEMENT
My Role
My Role
My Role
Lead UX Designer
Lead UX Designer
Client
Client
Client
Conceptual
Conceptual
Duration
Duration
Duration
2 Weeks
2 Weeks
Team
Team
Team
Pair
Pair
The Challenge
The Challenge
The Challenge
WNBL aims to promote women’s basketball and provide a platform for elite female athletes. However, the league faces challenges in attracting younger audiences, particularly Generation Y and Millennials. There is also a need to leverage technology to generate interest in the sport among these demographics to increase revenue.
WNBL aims to promote women’s basketball and provide a platform for elite female athletes. However, the league faces challenges in attracting younger audiences, particularly Generation Y and Millennials. There is also a need to leverage technology to generate interest in the sport among these demographics to increase revenue.
WNBL aims to promote women’s basketball and provide a platform for elite female athletes. However, the league faces challenges in attracting younger audiences, particularly Generation Y and Millennials. There is also a need to leverage technology to generate interest in the sport among these demographics to increase revenue.
The Solution
The Solution
The Solution
Revamp the Women's National Basketball League (WNBL) website to boost visibility to help drive revenue and captivate younger audiences to foster long-term engagement, ultimately working towards bridging the pay gap within the league.
Revamp the Women's National Basketball League (WNBL) website to boost visibility to help drive revenue and captivate younger audiences to foster long-term engagement, ultimately working towards bridging the pay gap within the league.
Revamp the Women's National Basketball League (WNBL) website to boost visibility to help drive revenue and captivate younger audiences to foster long-term engagement, ultimately working towards bridging the pay gap within the league.
Design Process
Design Process
As the lead designer, I guided in the research, ideation, visuals and graphical designs, developed wireframes and prototype.
As the lead designer, I guided in the research, ideation, visuals and graphical designs, developed wireframes and prototype.
Design Process
As the lead designer, I guided in the research, ideation, visuals and graphical designs, developed wireframes and prototype.
Discover Phase
Discover Phase
Discover Phase
67% of participants demonstrated a significant lack of awareness regarding WNBL
67% of participants demonstrated a significant lack of awareness regarding WNBL
67% of participants demonstrated a significant lack of awareness regarding WNBL
User survey
User survey
User survey
To understand the general public's perception of women's basketball we sought to identify key opportunities in the current market. Through an online survey targeting 9 participants with varying levels of sporting knowledge, we unearthed a concerning trend - a need for more familiarity or awareness of WNBL among the audience.
We began with understanding the general public's perception of women's basketball as we sought to identify key opportunities in the current market. Through an online survey targeting 9 participants with varying levels of sporting knowledge, we unearthed a concerning trend - a need for more familiarity or awareness of WNBL among the audience.
We began with understanding the general public's perception of women's basketball as we sought to identify key opportunities in the current market. Through an online survey targeting 9 participants with varying levels of sporting knowledge, we unearthed a concerning trend - a need for more familiarity or awareness of WNBL among the audience.
9
9
9
Participants
Participants
Participants
67%
67%
67%
Has no idea what WNBL is
Has no idea what WNBL is
Has no idea what WNBL is
67%
67%
67%
Had no exposure to Australian Basketball Context
Had no exposure to Australian Basketball Context
Had no exposure to Australian Basketball Context
Prompts an important question:
Prompts an important question:
Prompts an important question:
Why do these numbers reflect a shortage of interest in basketball and WNBL?
Why do these numbers reflect a shortage of interest in basketball and WNBL?
Why do these numbers reflect a shortage of interest in basketball and WNBL?
User Interview
User Interview
User Interview
We decided to do 5 more interviews to delve deeper into this problem. From these interviews, we were able to discover the primary causes were inadequate media coverage of women's sports and gender stereotypes.
We decided to do 5 more interviews to delve deeper into this problem. From these interviews, we were able to discover the primary causes were inadequate media coverage of women's sports and gender stereotypes.
We decided to do 5 more interviews to delve deeper into this problem. From these interviews, we were able to discover the primary causes were inadequate media coverage of women's sports and gender stereotypes.
Younger demographics are inclined towards basketball in Australia as they were exposed more to national sports
" More interested in their national sport, which is cricket or football...offered more frequently, especially to the younger demographics in school.
Younger demographics are inclined towards basketball in Australia as they were exposed more to national sports
" More interested in their national sport, which is cricket or football...offered more frequently, especially to the younger demographics in school.
Younger demographics are inclined towards basketball in Australia as they were exposed more to national sports
" More interested in their national sport, which is cricket or football...offered more frequently, especially to the younger demographics in school.
Prejudice around gender stereotypes influences our preferences of sports content
" I think a lot of it comes down to preconceptions, as I associate different sports with different genders (due to media coverage influence). "
Prejudice around gender stereotypes influences our preferences of sports content
" I think a lot of it comes down to preconceptions, as I associate different sports with different genders (due to media coverage influence). "
Prejudice around gender stereotypes influences our preferences of sports content
" I think a lot of it comes down to preconceptions, as I associate different sports with different genders (due to media coverage influence). "
Media coverage and exposure is directly linked to the growth of a sports league
" The disparity of media coverage is an influential factor as to why women's basketball is not as mainstream as men's basketball. "
Media coverage and exposure is directly linked to the growth of a sports league
" The disparity of media coverage is an influential factor as to why women's basketball is not as mainstream as men's basketball. "
Media coverage and exposure is directly linked to the growth of a sports league
" The disparity of media coverage is an influential factor as to why women's basketball is not as mainstream as men's basketball. "
OPENING THE PROBLEM STATEMENT
OPENING THE PROBLEM STATEMENT
OPENING THE PROBLEM STATEMENT
So how can we harness the power of media to garner attention and attract revenue to Women's Basketball?
So how can we harness the power of media to garner attention and attract revenue to Women's Basketball?
So how can we harness the power of media to garner attention and attract revenue to Women's Basketball?
These informations highlights a fundamental barrier preventing basketball from garnering more interest and attention. We focused on finding solutions to this pressing problem after realising the critical impact of improved media coverage in raising knowledge of the sport.
These informations highlights a fundamental barrier preventing basketball from garnering more interest and attention. We focused on finding solutions to this pressing problem after realising the critical impact of improved media coverage in raising knowledge of the sport.
These informations highlights a fundamental barrier preventing basketball from garnering more interest and attention. We focused on finding solutions to this pressing problem after realising the critical impact of improved media coverage in raising knowledge of the sport.
Identified that users would be more intrigued if…
Identified that users would be more intrigued if…
Identified that users would be more intrigued if…
Increasing media coverage can attract more support and awareness on Women’s sports
Increasing media coverage can attract more support and awareness on Women’s sports
Increasing media coverage can attract more support and awareness on Women’s sports
As previously mentioned, there exists a strong case for amplifying media presence, supported by articles indicating that this, in turn, draws more commercial partners and stimulates the growth of revenue.
Delving deeper, we recognised the significance of snack-able, bite-sized content that resonates with viewers, fostering enjoyment and repeated interaction. Moreover, by creating a sense of camaraderie among users with shared interests, it helps cultivate a vibrant and enduring fan base, nurturing an ongoing affinity for women's basketball.
As previously mentioned, there exists a strong case for amplifying media presence, supported by articles indicating that this, in turn, draws more commercial partners and stimulates the growth of revenue.
Delving deeper, we recognised the significance of snack-able, bite-sized content that resonates with viewers, fostering enjoyment and repeated interaction. Moreover, by creating a sense of camaraderie among users with shared interests, it helps cultivate a vibrant and enduring fan base, nurturing an ongoing affinity for women's basketball.
As previously mentioned, there exists a strong case for amplifying media presence, supported by articles indicating that this, in turn, draws more commercial partners and stimulates the growth of revenue.
Delving deeper, we recognised the significance of snack-able, bite-sized content that resonates with viewers, fostering enjoyment and repeated interaction. Moreover, by creating a sense of camaraderie among users with shared interests, it helps cultivate a vibrant and enduring fan base, nurturing an ongoing affinity for women's basketball.
Social medias are accessible and convenient in drawing users to consume sports content
Social medias are accessible and convenient in drawing users to consume sports content
Social medias are accessible and convenient in drawing users to consume sports content
After gaining an understanding of the content that was necessary, we arrived to a conclusion that social media displayed the ability to effectively support the content. It encourages relationships between people who share such interests, illuminating the potential for community growth through common ground.
After gaining an understanding of the content that was necessary, we arrived to a conclusion that social media displayed the ability to effectively support the content. It encourages relationships between people who share such interests, illuminating the potential for community growth through common ground.
After gaining an understanding of the content that was necessary, we arrived to a conclusion that social media displayed the ability to effectively support the content. It encourages relationships between people who share such interests, illuminating the potential for community growth through common ground.
Overall Findings
Overall Findings
Overall Findings
With a user-centric focus, we aimed to boost WNBL awareness, emphasising the power of social media in shaping sports consumption. Recognising the need for initial motivation, especially for female sports, we ignited interest through:
With a user-centric focus, we aimed to boost WNBL awareness, emphasising the power of social media in shaping sports consumption. Recognising the need for initial motivation, especially for female sports, we ignited interest through:
With a user-centric focus, we aimed to boost WNBL awareness, emphasising the power of social media in shaping sports consumption. Recognising the need for initial motivation, especially for female sports, we ignited interest through:
Ideate Phrase
Ideate Phrase
Ideate Phrase
Our Archetypes
Our Archetypes
Our Archetypes
Our user observations revealed two distinct archetypes - the Newcomer and the Sports Fanatic. Although our focus aligns with the majority of our users falling under the Newcomer category, we acknowledge the potential for these traits to evolve into Sports Fanatics within our growing community.
Our user observations revealed two distinct archetypes - the Newcomer and the Sports Fanatic. Although our focus aligns with the majority of our users falling under the Newcomer category, we acknowledge the potential for these traits to evolve into Sports Fanatics within our growing community.
Our user observations revealed two distinct archetypes - the Newcomer and the Sports Fanatic. Although our focus aligns with the majority of our users falling under the Newcomer category, we acknowledge the potential for these traits to evolve into Sports Fanatics within our growing community.
Initial Ideas
Initial Ideas
Initial Ideas
After considering various solutions tailored to our target audience, including website redesign, public promotion, partnerships with the NBL, and leveraging social media, we opted to integrate website redesign and social media promotion. These approaches are cost-effective and have demonstrated stronger community engagement, supported by our research findings.
After considering various solutions tailored to our target audience, including website redesign, public promotion, partnerships with the NBL, and leveraging social media, we opted to integrate website redesign and social media promotion. These approaches are cost-effective and have demonstrated stronger community engagement, supported by our research findings.
After considering various solutions tailored to our target audience, including website redesign, public promotion, partnerships with the NBL, and leveraging social media, we opted to integrate website redesign and social media promotion. These approaches are cost-effective and have demonstrated stronger community engagement, supported by our research findings.
FINAL PROPOSED SOLUTION
FINAL PROPOSED SOLUTION
FINAL PROPOSED SOLUTION
Re-design the current website to not only integrate more bite-sized content but also increase digital engagement and awareness within our growing community
Re-design the current website to not only integrate more bite-sized content but also increase digital engagement and awareness within our growing community
Re-design the current website to not only integrate more bite-sized content but also increase digital engagement and awareness within our growing community
A viable solution presented itself in the form of a social media campaign, which enabled us to get more visibility, interact with people, and create a thriving community. We also decided to revamp the existing website to build a vibrant platform dedicated to sharing fan-related interests and material, providing context, viewpoints, and purchase preferences with the opportunity for further improvement without requiring a lot of work or money out of pocket.
A viable solution presented itself in the form of a social media campaign, which enabled us to get more visibility, interact with people, and create a thriving community. We also decided to revamp the existing website to build a vibrant platform dedicated to sharing fan-related interests and material, providing context, viewpoints, and purchase preferences with the opportunity for further improvement without requiring a lot of work or money out of pocket.
A viable solution presented itself in the form of a social media campaign, which enabled us to get more visibility, interact with people, and create a thriving community. We also decided to revamp the existing website to build a vibrant platform dedicated to sharing fan-related interests and material, providing context, viewpoints, and purchase preferences with the opportunity for further improvement without requiring a lot of work or money out of pocket.
How can we make our website engaging?
How can we make our website engaging?
How can we make our website engaging?
Analysing industry competitors, especially the WNBA League, proved invaluable in understanding what appeals to our target users. We drew inspiration from their successful navigation, content styles, and community functionality to inform our redesign decisions.
Analysing industry competitors, especially the WNBA League, proved invaluable in understanding what appeals to our target users. We drew inspiration from their successful navigation, content styles, and community functionality to inform our redesign decisions.
Analysing industry competitors, especially the WNBA League, proved invaluable in understanding what appeals to our target users. We drew inspiration from their successful navigation, content styles, and community functionality to inform our redesign decisions.
Does the information flow easily for our users?
Does the information flow easily for our users?
Does the information flow easily for our users?
We also adhered to the brand's design guidelines, strengthening the business's visual identity while providing users with a seamless, consistent experience that builds faith and confidence in the brand.
We also adhered to the brand's design guidelines, strengthening the business's visual identity while providing users with a seamless, consistent experience that builds faith and confidence in the brand.
We also adhered to the brand's design guidelines, strengthening the business's visual identity while providing users with a seamless, consistent experience that builds faith and confidence in the brand.
We identified the need to streamline the navigation and draw attention to actionable elements, as the existing site suffered from overstuffed navigation.
We identified the need to streamline the navigation and draw attention to actionable elements, as the existing site suffered from overstuffed navigation.
We identified the need to streamline the navigation and draw attention to actionable elements, as the existing site suffered from overstuffed navigation.
Thus, we focused on optimising navigation, eliminating complexity, and prioritising player-oriented material. This allowed easy movement across different team pages, giving users instant access to essential information.
Thus, we focused on optimising navigation, eliminating complexity, and prioritising player-oriented material. This allowed easy movement across different team pages, giving users instant access to essential information.
Thus, we focused on optimising navigation, eliminating complexity, and prioritising player-oriented material. This allowed easy movement across different team pages, giving users instant access to essential information.
Design & Testing Phrase
Design & Testing Phrase
Design & Testing Phrase
Enhancing user flow, navigation and promoting more bite-sized content on the website
Enhancing user flow, navigation and promoting more bite-sized content on the website
Enhancing user flow, navigation and promoting more bite-sized content on the website
Usability Testing
Usability Testing
Usability Testing
In the design process, we collaborated to refine challenging aspects like the navigation bar, content layout, and pages inspired by player profile analysis. Additionally, we set the stage for a future community page originating from social media integration.
We performed usability testing with 5 users, focusing on website exploration for teams, players, events, and community information. The goal was to assess user interaction and engagement. Feedback was mostly positive, with suggestions for improvements like adding colour and refining the final prototype with visual content.
In the design process, we collaborated to refine challenging aspects like the navigation bar, content layout, and pages inspired by player profile analysis. Additionally, we set the stage for a future community page originating from social media integration.
We performed usability testing with 5 users, focusing on website exploration for teams, players, events, and community information. The goal was to assess user interaction and engagement. Feedback was mostly positive, with suggestions for improvements like adding colour and refining the final prototype with visual content.
In the design process, we collaborated to refine challenging aspects like the navigation bar, content layout, and pages inspired by player profile analysis. Additionally, we set the stage for a future community page originating from social media integration.
We performed usability testing with 5 users, focusing on website exploration for teams, players, events, and community information. The goal was to assess user interaction and engagement. Feedback was mostly positive, with suggestions for improvements like adding colour and refining the final prototype with visual content.
Refining the final workflow
Refining the final workflow
Refining the final workflow
As a result, these adjustments were seamlessly integrated into the final design flow along with existing content, such as current article and video headings. This improvement significantly improved the platform's user experience. The interactive prototype was upgraded to a high-fidelity level to incorporate visual content.
As a result, these adjustments were seamlessly integrated into the final design flow along with existing content, such as current article and video headings. This improvement significantly improved the platform's user experience. The interactive prototype was upgraded to a high-fidelity level to incorporate visual content.
As a result, these adjustments were seamlessly integrated into the final design flow along with existing content, such as current article and video headings. This improvement significantly improved the platform's user experience. The interactive prototype was upgraded to a high-fidelity level to incorporate visual content.
Promotional mockups
Promotional mockups
Promotional mockups
I created vision boards outlining strategies to enhance WNBL promotion through visible public platforms such as posters and billboards. These mediums are effective in reaching a broad audience and increasing brand visibility. Additionally, I developed strategies for leveraging TikTok and Instagram to engage a younger demographic and maximise digital presence.
I created vision boards outlining strategies to enhance WNBL promotion through visible public platforms such as posters and billboards. These mediums are effective in reaching a broad audience and increasing brand visibility. Additionally, I developed strategies for leveraging TikTok and Instagram to engage a younger demographic and maximise digital presence.
I created vision boards outlining strategies to enhance WNBL promotion through visible public platforms such as posters and billboards. These mediums are effective in reaching a broad audience and increasing brand visibility. Additionally, I developed strategies for leveraging TikTok and Instagram to engage a younger demographic and maximise digital presence.
Reflection
Reflection
Reflection
Main Takeaways
Main Takeaways
Main Takeaways
We saw a prime chance for enhanced attention, relevance, and revenue to elevate WNBL's presence. By revamping the website and launching a solid social media campaign, we're setting the stage for steady revenue growth, aiming to achieve parity with men's basketball in the future.
We saw a prime chance for enhanced attention, relevance, and revenue to elevate WNBL's presence. By revamping the website and launching a solid social media campaign, we're setting the stage for steady revenue growth, aiming to achieve parity with men's basketball in the future.
We saw a prime chance for enhanced attention, relevance, and revenue to elevate WNBL's presence. By revamping the website and launching a solid social media campaign, we're setting the stage for steady revenue growth, aiming to achieve parity with men's basketball in the future.
What I learned
What I learned
What I learned
This project was challenging and rewarding as addressing the pay gap and promoting women's basketball required innovative solutions and a commitment to social change. Our user-centred approach helped alter our focus, making us realise the significance of initiating awareness as the initial step toward addressing this matter. Due to this, I felt that together as a team, we shot for success and scored a slam dunk at the end of our journey!
This project was challenging and rewarding as addressing the pay gap and promoting women's basketball required innovative solutions and a commitment to social change. Our user-centred approach helped alter our focus, making us realise the significance of initiating awareness as the initial step toward addressing this matter. Due to this, I felt that together as a team, we shot for success and scored a slam dunk at the end of our journey!
This project was challenging and rewarding as addressing the pay gap and promoting women's basketball required innovative solutions and a commitment to social change. Our user-centred approach helped alter our focus, making us realise the significance of initiating awareness as the initial step toward addressing this matter. Due to this, I felt that together as a team, we shot for success and scored a slam dunk at the end of our journey!
Other Projects
Other Projects
Other Projects
