MLB Data Visualization Dashboard for ESPN

Client: ESPN / Major League Baseball
Role: Sr. UX/UI Designer & Data Visualization Consultant
Platform: Google Looker (formerly Data Studio)
Focus: Sports analytics, data visualization, executive reporting, fan engagement

ESPN and MLB needed a centralized, real-time dashboard to track player stats, game analytics, and audience engagement for executive reporting and editorial planning. Their existing data tools lacked usability and design polish, making it difficult for stakeholders to find insights quickly or use them in broadcast or digital storytelling.

What I did on this project 

I was brought on to redesign ESPN’s MLB executive dashboards and data visualizations using Google Looker, with a focus on:

• Improving clarity and usability of key metrics
• Designing a flexible layout for both analysts and non-technical stakeholders
• Aligning visuals with ESPN’s brand and MLB’s official data
• Supporting responsive access for large-screen presentations and mobile use

Data Visualization & UX Strategy

• Audited existing dashboards for cognitive load, accessibility, and readability
• Identified key KPIs by consulting with analysts, producers, and editorial staff
• Reorganized layout structure into clearly defined zones (e.g., player, team, league, fan)

UI/UX Design in Looker

• Designed a custom visual system using ESPN/MLB brand colors and typography
• Created intuitive filters, hover-states, and visual indicators for performance trends
• Built responsive layouts for desktop and mobile
• Prototyped interactions and user flows for testing across stakeholder types

Stakeholder Collaboration

• Facilitated feedback loops with data engineers, product owners, and broadcast staff
• Created design documentation and training materials for team handoff
• Worked cross-functionally to ensure alignment between visual design and data integrity

 Reduced form abandonment by 30% within the first release

• Decreased support calls related to vessel registration by 40%
•  Achieved WCAG 2.1 AA compliance across public-facing forms
• Built a reusable design pattern library for Transport Canada digital services
• Created alignment between business goals, policy needs, and real user experience

• Figma
• Jira
• Confluence
• Canada.ca Design System
• Accessibility Audits | WCAG 2.1 | A11Y Project Checklist
• Journey & Process Mapping
• Agile | Scrum
• Co-Design Workshops & Cohorts