Join Stefan Mumaw for an in-depth discussion in this video Designing a website: Ideation and selection, part of The Five-Step Creative Process.
- Redefining the problem in the previous step of the process, was crucial once we began ideation. If we had not added the content feature to the problem we were solving, we would've risked designing a beautiful site that fell flat in it's strategic goals. Instead, we spent our brainstorming time thinking of both design characteristics as well as content features we could pursue. The team name was The Stars, and the ABA has always used the patriotic color scheme. Right down to the red, white, and blue basketballs they used in competition.
The team had adopted the color scheme as well. Primarily the blue. So we felt like something that paid tribute to that patriotic color palette would be appropriate. But we had to feel fresh and new. We discussed a number of layout possibilities, color combinations, and design choices. From a feature content standpoint, we really felt like video was the vehicle of choice. It would allow us to tell the stories we felt were important to educate, but also excite. Plus video would give the client shareable assets to use in their social efforts.
We talked about using historical footage or perhaps using a documentary approach. As well as taking a more modern spin. Like what we've come to expect with current professional basketball presentations. We left the ideation step feeling like we had the right mix. We just needed to settle on a direction and start making stuff. As we filtered through the ideas for both the design of the site and the style of the content features, one word kept coming to the forefront. New. The ABA had such historical connections, but if we were gonna build Fandom, we had to attract a new generation of basketball fans.
While the ABA was rooted in history, we felt like this team needed to be the face of the new guard. So we chose directions that introduced the history, but through the filter of what we know today. We highlighted the parts of the professional game that came from the ABA. We used a new face to bring these to the fanbase. And we told stories of how the stars represented everything that was right with the game.