Audrey Kang Portfolio

Audrey Kang

About

Audrey Kang

About

WNBA

Mobile app redesign to convert casual fans into paid subscribers and enhance digital fan experience.

Role

Product Designer

Core Design Team

1 Product Design Lead

2 Product Designers

1 Product Design Lead

2 Product Designers

My Impact

Interactive north star journey design
UI/UX and interaction design for 4 core user flows
Component system development

Interactive north star journey design
UI/UX and interaction design for 4 core user flows
Component system development

Timeline

2 Months

The WNBA's existing app wasn't keeping pace with a rapidly growing, increasingly diverse fanbase—and the league needed a digital experience that could convert casual viewers into paying subscribers.

The WNBA’s existing app wasn’t keeping pace with a rapidly growing, increasingly diverse fanbase—and the league needed a digital experience that could convert casual viewers into paying subscribers.

Goal

The goal was to design a mobile product that deepened fan engagement within a four-month build-to-launch window.

My Role

I served as UX designer, independently owning four core product flows from concept through delivery.

North Star Vision

Before screen-level design began, I created a comprehensive North Star user journey that mapped the full fan experience end-to-end, generating executive alignment and giving the Head of Digital a clear, visual articulation of the product direction to bring to WNBA leadership.

The journey served as the strategic anchor for the team's work throughout the engagement.

The journey served as the strategic anchor for the team’s work throughout the engagement.

The North Star journey was instrumental in securing Phase 2 of the project.

UX Design

I independently owned the design of four core user flows from scratch: game details (covering live, pregame, upcoming, and completed states), team index and player profiles, standings, and the watch page.

Each flow required building component systems as needed—designing with both the fan experience and the subscription conversion goal in mind.

COMPLETED GAME DETAIL SCREENS IN FIGMA

UPCOMING GAME DETAILS

PLAYER PROFILE & tEAM INDEX

Impact

The work was executed with enough speed and quality that the team delivered one month ahead of schedule, without sacrificing the depth of the interaction design.

The redesigned app drove significant business results: app downloads increased 400%, iOS conversion rate jumped 92%, opening game viewership grew 107%, and iOS earnings increased 138% year-over-year.

The work was executed with enough speed and quality that the team delivered one month ahead of schedule, without sacrificing the depth of the interaction design.