As digital sports media consumption increasingly shifts toward real-time, multimedia, and community-driven formats, LA Kings Insider looked to us in redesigning and evolving its platform, content strategy, and brand positioning to remain essential, accessible, and competitive—without compromising its editorial integrity or insider voice.
Troika also looked to grow broader awareness among more casual LA Kings fans while continuing to translate high-quality editorial into measurable audience growth, sustained engagement, and long-term monetization
Through interviews with participants, clients and stakeholders, we gathered valuable insights to better understand and empathize with the needs of our target audience. This allowed us to dive deeper into defining the project's challenges.
Die-Hard Devotee
Name: Chris
Age: 42
Location: Torrance, CA
Occupation: Public school teacher
Tech Comfort: High (desktop & mobile user)
Goals:
• Stay deeply informed about every roster move
• Learn about prospects within the Kings’ system.
Behaviors & Needs:
• Visits daily, reads long-form articles and player evaluations.
• Loves in-depth analysis, draft coverage
• Wants easier access to historical content
Casual Convert, The New Fan
Name: Monica. Age: 29
Location: West Hollywood, CA
Occupation: Social media strategist
Tech Comfort: Very high (mobile-first)
Goals:
• Learn about the team and follow key players
• Expand on experience of going to first live game
Behaviors & Needs:
• Skims articles via social media links or newsletters.
• Prefers quick-hit content: player spotlights, fan guides
• Would benefit from a glossary of hockey terms
The Nostalgic Lifer
Name: Gary
Age: 68
Location: San Pedro, CA
Occupation: Retired postal worker
Tech Comfort: Moderate (prefers desktop or tablet)
Goals:
• Reconnect with team history
• Stay up to date in retirement.
Behaviors & Needs:
• Reads every article thoroughly
• Appreciates journalistic integrity
• Prefers larger text, fewer distractions
The Analyst-in-Training
Name: Marcus
Age: 21
Location: Long Beach, CA
Occupation: College student
Tech Comfort: Very high (multi-device, data-driven)
Goals:
• Looks for advanced stats
• Analyze Kings performance and prospects
Behaviors & Needs:
• Enjoys connecting insights to fantasy leagues
• Looks for data-rich articles, heat maps
• Engages most with podcasts
The team at SCPXL went through the process of rapidly visualizing, testing and refining thoughts and ideas before the development process. Below is a glimpse of how we defined the vision of the user's journey throughout the experience by highlighting decision points, loops and any potential friction areas.
To help the team determine the priority of information, I designed the placement and layout of content in wireframe form which allowed for rapid iteration, feedback and discussions.
Once approved, I developed the wireframes into a working prototype to help simulate user interaction with the product and address any potential pain points discovered throughout the early stages.
The LA Kings Insider website features a clean, content-driven design with a dark, neutral color palette reflecting the team’s branding. Prioritizing readability and editorial depth, it uses a simple two-column layout, bold typography, and minimal distractions.
Multimedia elements like podcasts and videos are integrated sparingly, supporting rather than overwhelming the content. While navigation is straightforward and mobile-friendly, the site lacks modern engagement tools like personalized recommendations or interactive features. Overall, it delivers a professional, no-frills experience tailored to dedicated fans.
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about (creativity). I'm excited to hear about any potential opportunities.
