Baseball Reference
Client
Sports Reference
Agency
Craft Studios
Role
UX Designer
Context
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.
My Role
I was responsible for screen designs for the player and team pages as well as supported the research and synthesis effort throughout the project.
Redesign
Timeline
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Team
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Skills
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I began with a heuristic evaluation of the current platform, identifying areas for improvement. I then analyzed competitors to find market gaps.
I focused on redesigning the player and team pages. I restructured the dense info into a more digestible format, prioritizing the most sought-after data to enhance user experience. For team pages, I introduced a "nostalgia" concept, aiming to increase user engagement on the platform.
Throughout the process, I balanced preserving the site's comprehensive data with improving overall usability and visual appeal.
We presented our research and concepts to leadership at Sports Reference, who were pleased with the work, going onto hire 3 full-time researchers to continue our work.