Los Angeles Lakers

26% bump in fan engagement on Lakers.com.

Challenge

To strengthen their fans’ connection with the team through their digital ecosystem, The Los Angeles Lakers asked Your Majesty 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”. We used this core message in the development of a UX-led website strategy that blends basketball game data with the lifestyle that surrounds it to deliver a modern and relevant experience for fans.

Outcome

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.)

DIGITAL PRODUCT STRATEGY
CONTENT STRATEGY
END-TO-END PLATFORM REDESIGN
CONTENT & ASSET PRODUCTION
MESSAGING & COPYWRITING
OPERATIONS & MAINTENANCE

We refreshed Lakers’ digital strategy, brand design, and technical infrastructure.

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.

Your Majesty brought an incredible amount of strategic thinking and attention to detail throughout the process, and the Lakers website is now better for it.

Mitchel Holder

VP of Marketing, Los Angeles Lakers

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

96%

The Lakers digital experience earned an NPS score of 48/50, 3 months after the full site launch.

26%

Increase in engagement across both the site roster page and team bio.

13%

Increase in the average session duration on mobile.

58%

Increase in video-completion rate.

10%

Decrease in bounce rate.

23%

Increase in overall site load speed.

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