New Zealand Cricket's overhauled blackcaps.co.nz site is designed to satisfy the appetites of fans who can't resist a peek at the score on their mobile behind a restaurant menu, or who leave the action running on a small browser window at work.
The demand to view live scoring is at the heart of the revamp, says online and communication advisor Richard Irvine.
"We can see from our analytics that it's what people come for and they also spend a lot of time on it. It's a sport that really lends itself to the web and online for scoring and talking to people about the game if they're on Twitter or Facebook."
The organisation also sees fans' viewing switch from browsers during the days to mobile devices after 5PM, when people are on the bus home or in their lounge.
Long-time digital partner NV Interactive, based in Christchurch, has worked on the redesign since mid-year, using responsive design.
NV also developed New Zealand Cricket's official scoring software, which has since been licensed by other cricket bodies offshore.
In what Irvine describes as "last minute whimsy", NV gave the traditional three stripes menu icon a twist, turning it 90 degrees to look like wickets.
New Zealand Cricket is also set to launch apps for iOS, Android and Windows devices, which Irvine says will also focus on live scoring and fixture information.