Delivering the excitement of real-world collecting to NBA fans online
Digital collectibles that come in packs or bought on a P2P marketplace
ROLE
Lead / Senior Product Designer
SErvices
Product Design & Strategy
CLIENT
NBA Top Shot
Challenge
NBA Top Shot began by selling collectibles directly but lacked excitement and differentiation. We drew inspiration from existing collectible experiences.
Opportunity
Pack openings inject excitement and the rush of chance into a conventional buying process. We aimed to make this experience enjoyable, leading to increased pack purchases and higher spending on our platform.
Hypothesis
We believed that forging fun and emotional connections with the brand would transform visitors into lifelong fans.
Success Metrics
We gauged success through pack sales volume, speed, conversion rate, and overall product user acquisition. We also were looking to see if we could find a product market fit and validate our target audiences.
"Challenge after challenge, Sam was able to keep a holistic understanding of the system without forgetting about our user needs.
They were never afraid of making decisions, communicating directly and straightforwardly with colleagues, and working at lightning speed under enormous pressure.
I learned tons from them, and their work and passion left a clear mark on the essence of TopShot."
Ainara Sainz, Product Designer on TopShot
