A website fit for a growing sports institution

As HoopNation expanded its reach across New Zealand and into Australia, its digital presence was struggling to showcase their size and the passion behind their events. The original site had been outgrown—it lacked the modern, high-energy aesthetic the brand is known for, and more critically, the user experience was had some hurdles. Team registration and player sign-ups were complex and prone to friction, creating an unnecessary barrier for the community and lots of questions coming the teams way.

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Working closely with HoopNation’s in-house developer, I led the redesign and a new site structure and UX with a focus not only on the look and feel of the site but improving the complexity of the registration flow and building intuitive paths for team managers and individual players profile areas.

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We have delivered a high-impact visual identity that captures the energy of the court while maintaining professional authority that the brand has and promoting the scale and the size of their events across New Zealand.