NY Knicks Digital
A complete re-imagining of Knicks.com that included building out new sections, updating the navigation, and implementing A/B testing.
Main Responsibilities
Strategy
Lead designer based on customer research and analytics.
UX
Lead designer of design artifacts, flows, wireframes, etc., based on strategy.
Design Direction
Managing the team to execute UI, content, and assets that aligned with the Knicks brand.
Developing Personas
Identifying personas helped us focus on what sections of the site we needed to focus and and build new features for.
Mobile-First Responsive Design
The goal was to keep the site clean and give it a slightly editorial feel, which would tie nicely into our content marketing strategy.
Custom Component Based CMS
Due to the vast amount of pages across the site we built components that could be easily leveraged.
Consistent UI
We took a systematic approach to rolling out new UI systems across the entire site.
SEO Rank Strategy / Player Rosters
One of the largest traffic plays was introducing player dynamic player profiles to drive SEO traffic to our owned properties.
Business-Lead Optimizations
We aligned our product roadmap to enable business priorities as they shift throughout the season.
Overall Performance
The site has performed extremely well on a number of key metrics.
+28%
Unique Visitors
+40%
Engagement
+23%
Conversion