#Hoops Around the World Mobile Experience
Role: UX, UI, Interaction Design
1. Created a lightweight, mobile-optimized web experience that could easily be shared via social networks
2. Inspired people to create some very unique content that could be owned by a brand
3. Positioned basketball as a global sport and increased fan loyalty for the NBA brand
The NBA was hoping to create a social experience that would highlight the global reach of basketball. Everywhere you go, basketball brings togetherness where it is played, and in most cities, the basketball court is the center of civic community. Inspired by some of the homemade basketball goals I had seen on a trip to Belize, I felt that people sharing pictures of their local basketball goal would be the perfect way to highlight the social reach of basketball. I wanted this to be a social experience for everyone, especially people who didn't have computers so I focused on mobile. Users were supposed to be driven to the experience via links in Tweets and Instagrams, so an app was out of the question because it would discourage participation. The challenge of a lightweight, mobile experience without requiring a download was a daunting one. I decided on a responsive mobile site that could easily be adapted to other screens. We decided that using the hashtag #Hoops in the name would help reinforce it in people's memory, and we limited the experience to Instagram and Twitter because those are the networks that use hashtags the most.
This was on a pretty quick timeframe so I jumped right into some wireframes to prototype some of the functionality I envisioned for this experience. It became quite clear that only two major views to the visualization were needed plus the camera functionality for mobile devices. I decided upon a unique menu bar that showed stats about the #hoops and directed the user to the two parts of the experience. I placed the camera functionality in a button at the bottom that always hovers over the experience to encourage users to submit their own pictures. This camera option would be disabled for devices larger than iPads thus enabling the whole experience to be fully responsive without multiple versions of the visualization. The photos would be shown full width, and I included a tag system that would pull the location out of the social post and display it over the photo. I put some clever hints in the "photo taking" process that alert the user to the format they need to take in order to share the location of their #Hoop. I kept the UI as simple as possible to allow the pictures to be center stage.
The campaign caught on quickly with several NBA teams Tweeting their local #Hoops to get the ball rolling. The experience garnered thousands of #Hoops, and helped to position the NBA as a global sport. The campaign also led to multiple projects with NBA because of our ability to design the experience in such a short time.