Overview
From national court to world stage.
Qatar is hosting the FIBA World Cup 2027 — I led the UX strategy and directed the redesign that carried the federation’s digital home from a national site onto an international stage.
The brief — at a glance
The revamped QBF homepageSee it live ↗
The challenge
A local platform. A global deadline.
The existing site spoke only to a national audience while the federation prepared to welcome the world — and multiple high-stakes stakeholders had to align behind one direction before the redesign could move a single pixel.
The approach
Evidence before pixels — benchmark, personas, then one concept.
We studied leading international federations, built personas spanning local fans, international followers, media and officials, and — working alongside Microsoft Qatar — distilled the research into a concept that won genuine enthusiasm across the table.
The outcome
One concept, carried all the way to launch.
The revamped QBF website: elevated beyond its national audience, ready to represent Qatari basketball on the road to FIBA World Cup 2027.
2027
The FIBA World Cup deadline that shaped it
2
Audiences served — national & international
01
Winning concept, carried through to launch
