Nbastore-logo

Search better when shopping online.

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.

Design Challenge

To improve the usability for NBAStore website.

Problem

Based on my research, I discovered 2 usability issues in the NBAStore website and through the human-centered design thinking process, I addressed the following issues.

  • Requiring too much research.
  • Poor filtering options.

Project Information

Team Diana Wi
My Role UX Designer
Platform Web Application
Software / Tools Adobe Illustrator, Adobe XD, HTML, CSS
Year 2016
Duration 4 weeks

Research

Usability Teardown

nbastore-usability-teardown nbastore-usability-teardown nbastore-usability-teardown

Usability Heuristics

nbastore-usability-heuristics

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

Design

Low Fidelity - Sketching ideas.

nbastore-initial-sketch nbastore-initial-sketch

Mid Fidelity - Wireframes


Delivery

User Testing

nbastore-usertesting
nbastore-usertesting
nbastore-usertesting

Design Iteration

nbastore-iteration
nbastore-iteration

Final Design