Overview
Story: I helped translate NBA 2K’s MyTEAM from console to mobile, designing the foundational UX and Home Screen framework while introducing mobile-first patterns such as a bottom navigation bar, streamlined FTUE, and clear call-to-action flows—contributions that shaped the product’s launch experience and informed future 2K mobile design standards.
Goals: As a Senior UI/UX Designer on the NBA2K franchise, I was brought in to help evolve the MyTEAM experience from console to mobile and address major engagement challenges. Data showed that 40% of players never played their first game, and mid-funnel retention dropped sharply due to poor first-game win rates—40% overall and only 9% when starting online. Since 47% of pack purchases happened after seven days, early player success was key to retention and revenue.
Players also lacked training and guidance. After the onboarding video, many were left at the menu unsure what to do next. There was no structured skill-building journey or difficulty ramp, leaving new players frustrated and disengaged.
The goal was to create a smooth, confidence-building onboarding experience that:
• Guides players through an early skill-building path
• Ensures accessible first-game success
• Provides clear progression and next steps
• Aligns the MyTEAM experience seamlessly across console and mobile
The vision was to turn a confusing, high-friction entry point into an approachable, rewarding, and long-term player journey that strengthens engagement and monetization.
Challenges: The NBA2K MyTEAM mobile project faced significant collaboration challenges between Visual Concepts, the console franchise developers, and the 2K mobile team. While Visual Concepts had tremendous success on console, they were resistant to adapting designs for mobile and struggled to see the value in established mobile standards and best practices. This created communication gaps, creative tension, and at times, fragmented development across teams.
Collaboration was further challenged by limited cross-team involvement, often leaving me working primarily with a product manager and independently developing key design patterns and principles drawn from mobile best practices and competitor analysis. The core challenge was finding balance—honoring the console legacy while evolving the experience for mobile players with different behaviors and interaction needs.
Solutions: To bring the MyTEAM console experience to mobile, I created detailed wireframes and design flows in Figma that reimagined the interface for touch interaction. I introduced larger buttons, simplified layouts, and moved navigation to the bottom of the screen for easier one-handed use. A prominent play CTA was added to guide players directly into gameplay and reduce friction at the start.
Working closely with the Product Manager, I communicated the FTUE and overall user flow for the MyTEAM mobile experience. Using mobile best practices and insights from competitors like EA Sports, I delivered a design that preserved the spirit of the console franchise while improving usability, accessibility, and player engagement on mobile.
Outcomes: In April 2022, I delivered a comprehensive set of wireframes and UX flows to help bring the full MyTEAM experience to mobile for the first time. These designs emphasized mobile best practices such as clear hierarchy, simplified navigation, and a primary call-to-action on the Home Screen to guide players directly into gameplay.
When NBA2K24 Mobile launched in December 2023, many of these foundational elements were implemented, including the streamlined Home Screen layout, first-time user experience (FTUE), team naming flow, and pack market interface—all adapted from my original wireframes.
With the evolution of NBA2K25 Mobile, the MyTEAM experience continued to mature, validating the design direction and framework established in my early work. The result was a cohesive and intuitive mobile experience that preserved the identity of the console franchise while successfully adapting it for a touch-based platform.
Insights & Data
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 on Mobile
Part of these wireframe user journey for the FTUE onboarding was to incorporate the console user experience of MyTEAM from a mobile experience that would help address one of the core pillars and start wire framing all the steps from start to getting to the home screen Screen.
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
