Overview
The Basketball Hall of Fame wanted to modernize its digital presence - clarifying navigation, unifying fragmented experiences, and better showcasing the history, events, and cultural impact of the sport.
My role
Lead UX/UI Designer
UX Strategy
Design Systems
Stakeholder Collaboration
Deliverables
UX Design
UI Design
Information Architecture
UX Strategy
The Problem
Years of incremental updates, new content types, events, and organizational changes had resulted in a fragmented, text-heavy experience with cluttered navigation, inconsistent content patterns, and limited storytelling. The site no longer reflected the energy, emotion, or cultural impact of the Hall itself.
Key goals:
Drive museum visitation and ticket sales
Highlight events and Enshrinement Weekend
Support a robust, searchable Hall of Famers archive
Drive donations and awareness to philanthropy
Make the site easier to maintain amid frequent updates
Old Site
Discovery & insights
Analytics, heatmaps, stakeholder interviews, and competitive research revealed several opportunities to simplify navigation, make high-value content easier to notice, and better align the experience around visitor goals.
heatmap analysis
Information architecture
The research showed that navigation was a major friction point. Users struggled to find key content due to unclear hierarchy and competing pathways.
Challenges:
Cluttered navigation
Redundant categories
Unclear hierarchy
Poor grouping
Before
Multiple navigation pathways made it difficult to prioritize key visitor goals.
After
Streamlined to 5 primary navigation pillars, clear groupings, and strong calls-to-action
Wireframes
Designing the framework
The wireframes defined a flexible content framework, page structure, hierarchy, and user flows.
Created scalable page structures from a system of modular components
Prioritized key user tasks including tickets, museum visitation, exhibits, events and Hall of Famers
Established consistent patterns and reusable templates across key page types
Brand & visual direction
Modernizing the brand experience, while preserving the institution's legacy
Hall of Famers experience
Improving content discovery
Before
After
People don't visit what they can't imagine.
The Outcome
A bold, cohesive digital platform that positions the Basketball Hall of Fame to scale content, unify experiences, and guide users to meaningful action.
