DraftKings x NBA

DraftKings launched its updated NBA Season Return Landing Page to align with the 2023–24 NBA season. As part of the Product Design team, I led the UX/UI enhancements for new product features targeting new traffic acquisition and active user retention through an improved layout, discoverability, and personalized navigation paths.

Client

DraftKings x NBA

Date

2024

Service

Overview

Boost engagement for new users & improve conversion flow for returning players on the DraftKings NBA Season Return experience.

Services

Company

DraftKings x NBA

Date

2024

Tools / Application

Figma, Adobe Creative Cloud, Proprietery CMS

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Look & Feel Playbook

Bringing Back the NBA seasons return Landing page for the 2023-24 NBA season. DraftKings required for a visual refresh launch, personalized pathway, and product feature highlight targeted new traffic acquisition and active user retention. My position entailed implementing user research, redesigning compelling screens, developing interactive prototypes using Figma, and presenting designs to stakeholders,

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Creating The Conversation

After analyzing and walking through prior NBA season launch layout & user flow, the product team used user research from product team chatbox response & social media feeds along with analytics from our marketing team that revealed the following:

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Pictured: Previous Desktop Layout Experience

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First-time visitors struggled to discover key betting features quickly.

Returning users expressed friction when re-engaging with known tools like “My Bets” or “SCPs.”

Internal KPIs from our marketing team showed bounce rates higher than forecast and lower click-through on feature-specific modules.

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Research & Strategy

I created core users from our research above to:

Prioritize updates by user segment behavior: new vs. active bettors‍
Validate early design prototypes with real users for confidence in delivery
Map friction points across the experience.

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Key Features

Prioritized features aimed to increase early-season interaction and help users find bets faster:

Team & Player Pages – surfaced player data and stats faster with a sport-specific lens.

⭐ Favorites – enabled users to save frequent teams/players for a quicker return experience.

🔍 Search – introduced smarter navigation across features.

📱 SCP Anywhere – surfaced Same Game Parlays in new placements, increasing visibility and engagement

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This second delivery phase leaned into retention:

🧮 Progressive Parlays – promoted deeper play strategy.
🎯 My Bets – helped users track their journey and jump back into ongoing activity.
📊 Dynamic Odds – kept users engaged with real-time updates and odds tracking.

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Impact

Conversion Reflections

Driven by user behavior and validated through measurable KPIs. I collaborated closely with cross-functional squads including Product, Engineering, and Performance Marketing to ensure a cohesive rollout. The end result? An evergreen layout for future seasonal rollouts that supports both exploration and return conversion for active & perspective players.

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