Lakers.com redesign scores 26% engagement boost
LOS ANGELES LAKERS
A UX-led digital platform blending game stats, culture, and lifestyle to deepen fans’ emotional connection with the team.
SERVICES
DIGITAL PRODUCT STRATEGY
CONTENT STRATEGY
END-TO-END PLATFORM REDESIGN
CONTENT & ASSET PRODUCTION
MESSAGING & COPYWRITING
OPERATIONS & MAINTENANCE
PROJECT INFO
Challenge
To strengthen their fans’ connection with the team through their digital ecosystem, the Los Angeles Lakers asked us to lead the strategy, design, and development of a brand new Lakers.com.
Solution
Insights from basketball fans inspired the strategic statement “Serious About The Game, Crazy About Basketball”. This core message was utilized in the development of a UX-led website strategy that seamlessly integrates basketball game data with the surrounding lifestyle to deliver a modern and relevant fan experience.
Outcomes
In the three months following the launch, the Lakers’ digital flagship earned an NPS score of 48/50, site load time increased by 23%, and the site roster page and team bio saw an increase of 26% in page engagement (not to mention the Lakers won the championship for the first time in 10 years).
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.
We were 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 emerged: the new generation of basketball fans not only take their game seriously but are also passionate about the sport, its fashion, music, and lifestyle beyond the court.
This insight led to a website strategy that seamlessly integrates basketball game data (scores, statistics, and standings) with the lifestyle surrounding 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 for improvement. Many basketball websites, at the time, still focused on announcing news—versus telling stories—and wear a “news anchor” aesthetic.
To mirror the Lakers’ cultural prowess in the digital world, the website is equipped with a UX framework that emphasizes contextual story presentation through a visual language that evokes energy and enthusiasm.
An incredible amount of strategic thinking and attention to detail was brought throughout the process, and the Lakers’ website is now better for it.
MITCHEL HOLDET
VP OF MARKETING,
LA LAKERS
Awaken a sleeping giant
The Lakers website shares the same technical infrastructure as the rest of the NBA websites. To meet this requirement while allowing flexibility for the new brand expression, we implemented our proprietary Technological Orchestration Layer.
This layer of coordination enables the isolation of parts of the site within Laker’s Brand CMS for customized elements, while still utilizing 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.
96%
Increase in engagement across both the site roster page and team bio.
26%
Increase in the average session duration on mobile.
13%
Increase in video-completion rate.
58%
Decrease in bounce rate.
10%
Increase in overall site load speed.
23%
This project was led by Your Majesty, Amsterdam’s award-winning creative agency that became part of Infinum in 2025. The original case study can be read here.
