The Design process

Discover

As part of background research, I started by analyzing the different aspects of a typical basketball game. Average age, attendance, time and venue, dominant ethnicity and user traits were some of the parameters that were studied for patterns and relativity.

It was seen that the average attendance per game over a period of 5 years (11/12 - 15/16) was 17,537. An analysis of the 2013 NBA fan base shows that 70% of the population is male and 62% of the population lies in the age range 18-54. The distribution by ethnicity is 45% black, 40% white and 12% hispanic. 74% of the fan base comprises of working professionals with an average income of $57K.

Different factors that influence attendance and viewership include ranking and popularity of teams playing, players in the team, day (weekend/weekday), special holidays, ticket prices and proximity to venue. These factors are influenced by an individual's attitude and behavior and hence, cannot be computed.

Define

Decision-Making

• Though NBA is popular for both men's and women's (WNBA) basketball, as 70% of the fan base is male, I planned to focus on the men's basketball teams for this assignment.
• As 62% of the fans are between 18-54 years of age with 74% being working professionals, I planned to build a mobile website which would allow even busy users to sign-up instantly while on the go.
• NBA has many teams, multiple players and a variety of matches. Also, every fan/viewer looks out for a particular match, based on his/her proximity to the venue, team he/she supports etc. Hence, I planned to ask the user to pick his/her preferred team upon visiting website. This would allow the app to filter the matches and build a customized experience for the user based on the team selected.

Journey Map

Use Case for the journey map

• El Evans (28 ) ioves watching basketball, however, he has no favorite team in particular.
• He regularly checks for updates and news while looking forward to watching / attending big games each month. Stephen Curry and Kevin Durant are his favorite players.
• El uses his phone to browse and access online information. However, as he can only invest a few minutes of his time for online activities, he likes applications that are simple and minimalist.
• El uses his phone to browse and access online information. However, as he can only invest a few minutes of his time for online activities, he likes applications that are simple and minimalist.
• Factors that might influence his decision to attend a game include time, price, seats and deals.

Plan

Launch

Things taken into consideration while designing the prototype:

• Color scheme is same as NBA.com to maintain consistency
• App incorporates the idea of deals to increase attendance by signing up
• User is provided a customized experience based on the team selected. This includes selected games, favorite players, team news and a points table with the selected team's current standing
• There is a Help menu for users who need instructions