Problems & Challenges
40% of players do not play a 1st game in MyTEAM
MyTEAM has heavy churn at the top of funnel (40% of logins never play a game). The mid funnel 7+ day retention is negatively impacted by poor 1st game win rates (40% overall, 9% if started online) while bottom of funnel pack purchases are driven by 7+ day retention (47% of players bought 1st pack after 7 days).
Building Skills: Lacking training for Goncourt skills & meta. Players left on the menu with a "now what?" moment after the video.
Soft Landing: No skill building journey and players are left to self-select their 1st game at normal difficulty.
Goals
Improve the console user experience. Create a MyTEAM mobile experience (different from NBA 2k Mobile or NBA2k Arcade Edition).
MyTEAM merits a new bespoke FTUE and onboarding flow. Today MyTEAM is addressing just 1 of the 3 core FTUE pillars 1. Builds Excitement 2. Builds Skills & 3. Soft Landing
UX Player Journey for NBA2k MyTEAM
Part of these wireframe user journey for the FTUE onboarding was to incoroprate the console user experience of MyTEAM from a mobile experience that would help address one of the core pillars.
The Home Screen
Home Screen Wireframe from 2022
Home Screen Wireframe from 2022 with Right Justified Primary "PLAY" button.
Launched in 2025
NBA2k25 MyTEAM Home Screen
NBA2k25 MyTEAM Pack Market Screen
The final MyTEAM launch bears a strong resemblance to the wireframes I created in 2022. My work included a range of mockups and concepts featuring player cards, 3D avatars, and a fully realized version of the console experience. Key design elements—such as the bottom navigation and the prominent "GO!" CTA in the bottom right—were solutions I advocated for to ensure clear prioritization of the core gameplay action. The top HUD closely mirrors the console layout, though I also explored a variation with the player profile positioned on the left. For the central content and promotions area, I proposed carousel designs consistent with the console version, and the final implementation closely reflects those concepts from my 2022 designs.
The Pack Market
Pack Market Wireframe from 2022
Pack Market Launched Game NBA2k25 MyTEAM
Console Pack Market
The Pack Market maintains strong consistency with mobile design best practices while effectively translating the console experience. As one of the first UI/UX designers on the project, I introduced the purchase zone design pattern for individual card packs and bundle offerings. I backed this approach with research and data, ultimately advising the team to shift away from the original console layout in favor of this more intuitive and mobile-optimized solution.
Various Screens & Mockup Flows
