Reimagining a sports statistic platform for the modern user
CLIENT
Baseball Reference with Craft
MY ROLE
Strategic and tactical design direction. Player/team pages, nostalgia designs
TEAM
2 UX designers, 1 researcher
TIMELINE
10 weeks
Sports Reference wants to be the go-to source for sports info, inspiring users to enjoy, understand, and share their favorite sports. While Sports Reference has served a loyal user base for twenty years, they began to experience a challenge in retaining casual users who arrived on the site primarily through search engine results.
The task
So to begin approaching the issue of user retention, I first evaluated the current experience to pinpoint areas of improvement.
Near-term (I worked on this one)
Discoverability - Delivering tactical UX changes designed to help users find what they need
Mid-term
Customization - Designing user flows that allow users to tailor content to their interests
Long-term (and I worked on this one)
Nostalgia - Leveraging the breadth of Baseball Reference’s historical data to resonate with the nostalgia users associate with the sport
After completing the initial round of user interviews, we returned to users with low-fidelity concept screens around the themes of discoverability, customization, and nostalgia.
The goal of this testing was to validate the themes that were identified and iterate on designs to reflect user feedback.
I was primarily responsible for the designs of the player page and nostalgia concepts.
After testing, we refined our concepts and presented Sports Reference the high-fidelity screens alongside the research findings.
Interested in working together? Get in touch!
Tynan Drake
UX Designer
Philadelphia, PA
tynandrake@gmail.com