NBAStore

Retail website redesigned to help customers find their products easier and faster.
  • Year: 2016 (updated in 2018)
  • Software/Tools: Adobe Illustrator, Adobe XD, Google Hangout, HTML, CSS
  • Duration: 4 weeks
  • Note: This is a personal project.
ABOUT NBA Store

The NBA Store is the official licensed retailer of National Basketball Association (NBA). Their online store, NBAStore.com, is the go-to place to buy all your favorite basketball team’s gear including their top most-searched products - jerseys, t-shirts, hats, footwear, accessories and collectables.

RESEARCH

According to The Huffington Post, based on a market research, global ecommerce sales are expected to explise $3.5 trillion by 2019. Ecommerce has no problems with the positive impact the online shoping bring, but consunmers are left to deal with five pain points.

  • Requiring too much research.
  • Shipping and handling issues.
  • Lack of interaction with the product.
  • Delivery time takes too long.
  • Poor filtering options.

From these pain points, NBA Store website has two pain points:

  • Requiring too much research.
  • Poor filtering options.

With this understanding, my design will address and relieve the pain points to improve the online shopping experience.

Usability Teardown
nbastore-usability-teardown nbastore-usability-teardown nbastore-usability-teardown
Usability Heuristics
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PROBLEMS
  1. Not easy to find a product.
  2. Can't easily add a product without scrolling.
  3. Too many unnecessary information.
SOLUTIONS
  1. Provide a better product filter options.
  2. Show a complete shopping form in the product page.
  3. Remove unnecessary information.
TARGET AUDIENCE

Age Range: 30s to 40s.

Education: Bachelor's degree and higher.

Income: Minimum of 100k per year or higher.

Who: NBA Store shopper and NBA fans.

Goal: To provide a better online shopping at NBA Store that aligns with their search requirements including team, gender and department and provide a better user experience when shopping online.

PERSONA
nbastore-persona
Design Inspirations
nbastore-design-inspirations
SKETCHES
nbastore-initial-sketch
nbastore-initial-sketch
WIREFRAMES
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nbastore-wireframe
nbastore-wireframe
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nbastore-wireframe
USER FLOWS
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USER TESTING
nbastore-usertesting
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nbastore-usertesting
DESIGN ITERATIONS
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nbastore-iteration
Final Design
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