In 2019, The Los Angeles Lakers started an initiative to strengthen their fans’ connection with the team through a revamp of their entire digital ecosystem.

Your Majesty was selected to lead the strategy, design, and development of a brand new Lakers.com.

Serious about the game, crazy about basketball

Through a series of interviews and surveys, the following insight came to the fore: the new generation of basketball fans not only take their game seriously, but are also crazy about basketball—the sport, the fashion, the music, and the lifestyle beyond the court.

With this assessment, we developed a website strategy that blends basketball game data—scores, statistics, and standings—with the lifestyle that surrounds it—fashion, art, and music—to deliver a modern and relevant experience for fans.

Serious About The Game, Crazy About Basketball became the strategic statement.

Awaken a sleeping giant

Despite basketball’s zeitgeist defining power, its digital experience leaves room to be desired. Many basketball websites, at the time, still focused on announcing news—versus telling stories—and wear a “news anchor” aesthetic.

To mirror Lakers’ cultural prowess in the digital world, for the website, we develop a UX framework that emphasizes contextual story presentation and a visual language that evokes energy and enthusiasm.

Harnessing a legacy infrastructure

The Lakers website shares the same technical infrastructure as the rest of the NBA websites. In order to work within this requirement, at the same time, allowing flexibility for the new brand expression, we implemented our proprietary Technological Orchestration Layer.

This layer of coordination allows us to isolate parts of the site into Laker’s Brand CMS for customized elements while still making use of the various features that the legacy system offers.

Outcomes

• The Lakers digital experience earned an NPS score of 48/50, 3 months after the full site launch.
• The site roster page and team bio saw an increase of 26% in page engagement.
• The average session duration on mobile increased by 13%.
• The video-completion rate increased by 58%.
• The bounce rate decreased by 10%.
• Overall site load becomes 23% faster.

Looking to innovate?

Ping us at hello@yourmajesty.co and discover how we can work together.