AT&T Dream in Black Microsite
Bridging the Gender Gap in Sports Bracketology.
Role
Directed design and user experience from concept to launch.
Overview
In collaboration with Yahoo Creative Studio, I led the design of the Degree® x NCAA Bracket Gap Challenge microsite, one of the largest women's bracket promotions in March Madness® history (2022). The platform empowered users to submit personalized brackets, track live game results, and view winners and tie-breakers, fostering greater engagement with women's collegiate basketball.
Key Contributions
User Flow Design: Crafted intuitive pathways to enhance user engagement and submission rates.
Wireframing: Developed structural blueprints to guide seamless navigation and functionality.
User Experience (UX) & User Interface (UI) Design: Designed an accessible and visually compelling interface, adhering to ADA compliance standards.
Visual Design: Created cohesive aesthetics that resonated with the campaign's mission to spotlight women's sports.
Social Asset Design: Produced promotional materials to drive traffic and participation across social platforms.
User & QA Testing: Conducted rigorous testing to ensure optimal performance and user satisfaction.
Results
Over 10,000 unique site visits during the campaign period
More than 5,000 bracket submissions, reflecting a strong user participation rate.
Note: A Detailed case study is available upon request.