Imagining the future of fandom.
RYVL
RECAP
A 7+ month innovation project that sought to create a 0-to-1 product that reimagine how fans stream basketball games while engaging in sports video game content.
SKILLS SHOWN
Cross functional partnership & collaboration
Product innovation leadership
UX Research leadership & speed
TIMELINE
7+ months
CLIENT
EA SPORTs
CONTEXT
EA SPORTS & the NBA approached Jam3 to conduct a series of innovation sprints to ideate and explore a potential future 0-to-1 product offering that could engage their fans in a novel way.
APPROACH
Discovery: Understand Gen Z NBA fans, EA SPORTS hypotheses, and what competitors in the space are doing.
Hypothesis gathering workshop with key stakeholders
Diary studies & ethnographic interviews
Competitive landscape analysis
Competitive landscape analysis
Design & Iteration: Creatively explore and implement hypotheses, insights through rapid semi-functional prototypes and wireframes.
UX ideation workshops
Rapid feature exploration
User flow creation
Testing: Validate and evaluate prototypes to identify positive additions to the experience.
A/B testing
Monetization testing
User testing (moderated interviews)
Refine: Finalize design and prep investor pitch presentation.
Investor pitch
OBJECTIVE
Explore what the future of sports fandom could look like for Gen Z basketball fans through an innovative mobile experience that would drive overall brand awareness, increase sports game sales, and reimagine the game studio in a new way.
Supporting Business Units
UX Design, Engineering, Insights, Creative, Strategy, Product Management, EA SPORT’s internal team.
Responsibilities
Led innovation sprint process (design & research).
Led all workshops and stakeholder interviews.
Conducted all user testing while levelling up a junior researcher.
Created wireframes and user flows to hand off to the UX team for further creative exploration.
Finalized final pitch deck for investors and presented to SVP.
ROLE
Lead Product Designer
Product Impact
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Player info screen
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Journey map
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Insights for investor pitches
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Personas
Impact & Awards
💻 Signing on as Agency of Record for EA SPORTS
📱 Insights & findings were shared with their greater research organization
🥇Body of work won the agency additional clients such as: Google and Riot