All portfolio work

Product design · tvOS

NBA TV — Apple TV Experience

Living-room interface and brand design for NBA TV, including scores, navigation, and promotional artwork.

NBA TV interface with Eastern and Western Conference game scorecards
NBA TV conference scorecards for Apple TV.
NBA TV promotional artwork with basketball players and channel logo
NBA TV promotional key art.

Apple TV interface design for live basketball

The NBA TV Apple TV concept organizes games into Eastern and Western Conference sections, with scorecards showing team marks, results, and viewing status. Date controls sit above the game list, while the red arena-style backdrop frames the sports content. Related artwork extends the project into channel promotion.

Project details

Collection
Sports & entertainment
Discipline
Product design
Platform
tvOS
Client / brand
NBA
Year
2015

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What collaborators say.

Leaders and teammates across product, design, growth, and education describe the same pattern: clear thinking, ambitious execution, and collaborative leadership without ego.

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“Nenad's foresight and user-first leadership helped transform us into a consumer product used by one million people.”

Kristofer von Beetzen

Chief Product Officer · Freja

“Creative, fast, receptive to feedback, and genuinely fun to work with—without ego.”

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Chief Marketing Officer · Snoball Inc. / Best Company

“Instrumental in rebuilding Nursa's website—an incredible leader and a joy to work with.”

Nathalia Padua

Administrative Fellow · Kaiser Permanente · former Nursa colleague