NBA2k MyTEAM Mobile, 2022

Worked with the Sports and Games Division in connection to Visual Concepts NBA2k Brand on MyTEAM franchise on high level designs. • Conducted Design Research. • Contributed by exploring ideas to help with a problem identified with FTUE and onboarding flow • Created UX Wire framing Deliverables • Created Hi Fidelity Mockups • Created benchmarking insights & best practices in a pitch deck • Contributed to the pitch deck presented to Phil Dixon COO Worked directly with the Take Two Navato 2k Mobile Team and Live Services Teams.

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.

You may also like