NBA Experiences

Summer League sells by the day, so the page opened with a long list of dates. The scroll map showed only 40% of mobile visitors got past it, so most never saw a single package.

Mouseflow recordings and heatmaps showed four patterns. People stopped at the date list, rage-tapped cards that looked like buttons, hopped between packages to find prices, and didn’t know what Rookie or Veteran meant. Each pattern got a specific fix.

I replaced the date list with one small calendar. Dots mark the days that have packages. Pick July 10 and July 10’s packages sit right below, each with price, inclusions and actions. Multi-day buyers would get a range select on the same calendar, a state I hadn’t designed yet.

The calendar was there from the first lo-fi sketch. One round tested a lower-effort option, packages tucked inside each date, before the calendar won. The final version never got dev time. It’s the piece I’d ship first.

The old package cards looked like buttons with photos, so people tapped the photo and nothing happened. The new card leads with a guest-and-player photo, lists what’s included, and keeps View Package and Compare together.

Heatmaps showed people engaging with video, but the hero hid it behind a small text button. I cut hero copy by half and put a click-to-play preview in the first viewport. No autoplay.

2026 Los Angeles and 2027 Phoenix lived on separate pages. A combined page tells the All-Star story once and lets buyers compare, join a waitlist, or place a deposit. It was built to sit alongside the existing pages, not replace them.

I was the only designer on a marketing team, presenting to marketing managers and directors. Each sync deck opened with the last meeting’s takeaways, then paired a heatmap or session pattern with the redesign it led to. Evidence, not taste, moved the conversation.