The solution
As a trusted advisor to the WNBA, Deloitte has helped the league engineer its lead through numerous initiatives, including long-term vision planning, fan segmentation and digital strategy. To take the WNBA app to the next level, the league turned to Deloitte, given our combination of strategic approach, product management and design experience, understanding of the league, and broad technology capabilities .
To begin, Deloitte and the WNBA collaborated to prioritize product based on fan needs, using proprietary research, fan insights and competitive analysis. More than 30 major user journeys and mobile principles informed the app’s overall strategy and approach, which resulted in three mobile design imperatives:
- Create custom features and deliver personalized content, based on user data and preferences, to curate an experience specific to each fan’s interests.
- Deliver varied content experiences around on-pitch action and exclusive off-pitch highlights.
- Prioritize easy engagement for passionate and casual fans, while integrating key features like schedules, game highlights, trends and the ability to stream live games into the app with the WNBA League Pass.
With the requirements framework clearly defined, Deloitte professionals, including UX/UI designers and product managers, began mapping application architecture and experience flowcharts to optimize the experience across multiple systems operating. A team of in-house developers and engineers supported the development by creating, designing and implementing design components that could be leveraged based on the content delivered to each unique fan and based on their personalized interests. And, to ensure that the application would run at peak performance, QA professionals validated the process flows and designs during more than 15 user testing sessions before the application was launched.
Throughout the process, Deloitte brought a personalized, knowledge-based approach to help create a next-generation digital experience designed to bring fans closer to what they love about the teams, players and league in its entirety. Keeping fans at the center of the experience, the app brings features specifically requested by many fans surveyed, including must-see moments and team spotlights, as well as priority streaming of short-form content. Since fan preferences and trends are constantly evolving, the app has also been designed to accommodate new features over time.
