Jr. NBA Asia

Since its launch in 2014, the Jr. NBA Program has reached more than 18 million kids across Asia, teaching the fundamentals of basketball and the program’s core values of Sportsmanship, Teamwork, Positive Attitude, and Respect (S.T.A.R.).

Challenge

Jr. NBA Asia thought about moving away from its web platform completely, unless we could fulfill their task of making their platform always appear “live”, dynamic, and up-to-date.

Outcome

Record-breaking performance in site traffic and a custom-built CMS that can continuously adapt to Jr. NBA Asia's needs, allowing them to stay as "live" as they'd like.

Services Provided

  • UX Research
  • UI Design
  • Customer Experience Design
  • Custom CMS Development
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To further strengthen the Jr. NBA Asia brand across the site, we retained the iconic red, blue and white NBA colors which had the added benefit of inspiring the clean and modern interface.

Creating a Seamless and Personalized User Experience

The Jr. NBA Asia Program aims to improve youth health and wellness, and battle growing inactivity by integrating basketball into local physical education curriculums.

To help bring to life the tremendous impact Jr. NBA offers to Asia’s physical education systems, we designed a seamless and modern design experience. This involved creating a unique video-first user experience that connected to three distinct audiences.

The way it worked was that upon registration, visitors to the site were asked to select one of three personas: Players, Parents, and Coaches. From there, they were given access to relevant regional events, innovative content, and Jr. NBA Asia’s robust video library, curated for the persona they chose.

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A personalized user experience emerges upon registration, where visitors to the site were asked to select one of three personas: Players, Parents, and Coaches.

Content is King

Given Jr. NBA Asia’s great wealth of dynamic content, it was essential that it appear front and center. To do this, we developed a simple but flexible modern visual design to lay out the information in an intuitive way. We also broke down that information into easily digestible parts with greater emphasis on imagery to support any text to achieve better overall clarity and impact.

The CMS uniquely supports creating, editing, translating, organizing, and publishing content for three persona types, in four languages, across six countries in Asia.

A Design System Personalized

Creating a design system meant for an easy experience also encouraged visitors to explore more of the website. To further strengthen the Jr. NBA Asia brand across the site, we retained the iconic red, blue, and white NBA colors which had the added benefit of inspiring the clean and modern interface.

We were able to keep the look consistent across everything from sections to pages by utilizing optimal space and typography, providing a natural rhythm for reading. While brand guidelines recommended using the Roboto typeface, we opted to use Roboto Condensed with its subtly sportier and edgier style to balance out the friendly feel of the standard Roboto font.

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While the CMS alleviates their pain point of having to constantly insert similar content across multiple areas of their site, its flexibility gives them the ability to create locale-specific content when desired.

A Custom Content Management System

The new, customizable content management system (CMS) we built for Jr. NBA Asia was able to address many of their issues then and moving forward. The CMS uniquely supports creating, editing, translating, organizing, and publishing content for 3 persona types, in 4 languages, across 6 countries in Asia.

It also allows them to easily upload videos, maximize their social media channels, and facilitate event registration in different markets. Finally, while the CMS alleviates their pain point of having to constantly insert similar content across multiple areas of their site, its flexibility gives them the ability to create locale-specific content when desired.

The record-breaking performance of our website in the past couple of months is proof of your good work and how far we have come since the old site.

Your team did well in helping us understand how the website should be built to best serve our business objectives. Your expertise in UX and design also helped us come up with a unique, clean, and comfortable experience for our users.

Alex Cheney, NBA Asia

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Given Jr. NBA Asia’s great wealth of dynamic content, it was essential that it appear front and center. To do this, we developed a simple but flexible modern visual design to lay out the information in an intuitive way.

Madison Auction

Madison Auction is the first homegrown fine wine auction house in Asia’s wine capital, bringing together wine specialists and enthusiasts not only from Hong Kong and Mainland China, but also across the region.

Challenge

To create a seamless online bidding experience for Madison Auction while providing opportunities to engage their audience in between auctions

Outcome

A fresh, delightful, and functional website that differentiates Madison Auction from traditional competitors from all over the world

Services Provided

  • UX Research
  • UX Strategy
  • Interaction Design
  • Visual Design