Background & Role
In 2023, we partnered with NFL to rethink the app and turn it into an immersive streaming experience, promoting and centering NFL+ as the core experience.
My role was to lead early discovery, mapping user needs to content strategy. How can the app deliver the right footage and info before, during, and after the game?
My role was to lead early discovery, mapping user needs to content strategy. How can the app deliver the right footage and info before, during, and after the game?
Impact at a glance
5M+
users weekly
2.3B minutes
streamed in app
4.5 stars
app store rating
Content mapping workshop
Content First, Screens Second
Takeaways & considerations
- Gated vs. Free Content: We need to clearly communicate which content is free and which requires a subscription without breaking the experience for free users. By using a money emoji 💰 and placing them next to certain areas of a page, we could visually see when there started to be an imbalance between free and paid content.
- Content Hierarchy: What should take priority in the UI, replays, highlights, or previews—and how should that shift based on timing (before, during, after)? By mapping each point of the game with a section of the page, we could easily move things around depending on user need.
- Content Volume Planning: Based on user needs and timing, how many screens/states do we actually need to support a full game-day journey?
Ideation
Visualizing the Game-Day Experience
For basic users (non-subscribers) we needed to strike the right balance between upselling and providing value. We also needed to ensure everyone knew what kind of content was gated and what was free. These early wireframes helped us understand how many variations of components we would need to design. For example, the favorite team matchup card (top component) has 10+ variations, including some do include an upsell CTA and some that don't.
Bringing it to life
Final Designs
I collaborated closely with visual designs to apply look and feel to our wireframes, helping to create a modular design system blueprint that can scale.
