The client, the Puerto Rico Instructional Basketball Organization (PRIBO) (2011-13), is a basketball league.
They wanted to improve their communication with parents, players and coaches using digital venues.
We conducted a rapid ethnography and semi-structured interviews on the field. In less than a year, we helped them go from 70 monthly website user visits to 7, 000. Their quota also increased to almost 300 leagues.
Rapid ethnographic studies helped us to quickly identify the objectives of the client: to facilitate communication between all stakeholders of PRIBO, and to help their league become a vehicle of education as well as a promoter of sport and social values. The interface was designed as a tool for coordinating their activities (tournaments and clinics) through user-friendly maps and real time score results. We also included an admin control panel, designed for PRIBO staff with little or no Web technical knowledge so anyone could manage the website. The visual language was based on the league’s cultural elements. We included images of female silhouettes in the background, which encouraged PRIBO to include young female players.