Starting as one of the first online sports streaming services, our work evolved to expand across mobile and set top box experiences, laying the foundation for the experiences that exist today.


The National Basketball Association (NBA) is one of the four major sports leagues in the United States and Canada and is widely considered to be the premier men's professional basketball league in the world. We partnered with their digital team to create a new way of engaging with fans. These experiences have grown into their own line of business and today is known as NBA League Pass.

Looking for a way to strengthen the fan experience and give fans access to stream their favorite non-local teams, the NBA came to MaybeForYou to help design ways of solving these challenges. This was the early days of streaming, long before a lot of the cord-cutting staples of the internet existed, and it was important for the team to understand more of what a user would be looking for and expecting from this type of online experience.

Area of Focus
Consumer Products & Services


  • Helped NBA design the user experience of a new streamlining platform.
  • Design the UX and UI of the initial web-based ‘prototype’ of the NBA League Pass Application.
  • Designed the first version of the NBA League Pass suite of connected device applications.

Services Provided.

  • User Research
  • Product Strategy & Roadmap
  • Product Design
  • User Experience Design
  • Wireframes & Prototypes
  • User Interface Design
  • User Testing
  • Technical Integration Support

Learn More About Our Services








An Evolution From Primary To Second Screen Experiences

In talking with stakeholders and fans, it became clear that in addition to your standard DVR functionality like play, pause, rewind, and fast forward, the large array of player, team, and game data that the league had available could be used to further immerse a fan into the game.

The application first launched as a bit of a prototype. A web-based solution that was used to measure success, learn from, and provide a foundation to build upon in the future. It turned out the app was a hit, and the following season the NBA re-engaged us to help design how we could expand the experience to mobile devices. This came with its own unique set of challenges, both technical and with the UI as mobile applications were still in their infancy. Through research, experimentation, and testing, we were able to find the right solution and delivered an experience that allowed for streaming of both video and audio-only (to conserve bandwidth/data usage) and provide statistics and data visualization so people could use the device as a “second-screen” experience.

NBA League Pass Web App
NBA League Pass iOS App

Designing The 10-Foot User Experience

Once again the experience proved successful and for the following season, a new type of streaming experience was beginning to emerge. Digital set-top devices like Apple TV, Roku, and early smart TVs were rolling out and providing a new type of app store and digital ecosystem. Eager to expand the application and build upon the success of the web-based and mobile versions, NBA again asked for our help in designing a solution for this new type of experience.

At the time, all of these devices were very new, some hadn’t even been released in the US yet, so none of the design standards we take for granted today had been worked out yet. Also, many of these platforms had incredibly tight technical restraints because the hardware components used in the devices were still being ironed out. Again we relied on our design process to understand, concept, and test ways for a user to interact with a “10-foot-UI” via a TV remote.

Halfway through the season, it was crystal clear that the NBA League Pass suite of products was a smash hit. With a platform that now scaled across the web, mobile, and set-top boxes, the NBA started to expand its in-house team to support, evolve, and push this new line of business forward.