Challenge
Bring the experience of the NBA’s official app to fans at launch of the first-gen Apple Watch.


Strategy
Create a companion to the handheld apps, paring the experience down to only the things fans will want to consume on their wrists, namely live game info and proactive real-time notifications. You can read more about our approach here.


Execution
Through repeated iterations of the app’s IA, we reduced the number of screens to the bare minimum required to keep fans up the the minute on live action without having to reach for their phone. Additionally, we surfaced as much content as possible outside the walls of the app through glances and notifications.


Role: Strategy, UX, Creative Direction