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NFL WORK OVERVIEW

At the NFL I worked on a variety of projects, most notably the NFL Combine and Draft app product experiences. I also conducted  qualitative and qualitative research initiatives including voice, fan experience journeys, vendor oversight and branding/content work on fan content channels

CASE STUDY

NFL Draft Experience

The following is a case study summarizing the research and design process of creating the NFL App Draft Experience. This process was employed in all projects I worked on at the NFL

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Understanding the Fan

The following user insights have been gleaned over over 2 years of user and product research. The 4 personae identified here—FRIENDSHIP, IDENTITY, RECREATION, and EXPERTISE—are based on this research. Each persona represents an amalgamation of behaviors, as they relate to fundamental human needs. 

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FRIENDSHIP FAN
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IDENTITY FAN

TEAM AS RELIGION, TRIBE, SELF

  • intense identification with one team—cannot separate themselves from their team

 

TEAM BEFORE SPORT 

  • an association with football that is explicitly and extremely through the lens of that team

 

USUALLY BUT NOT ALWAYS FANTASY PLAYERS

  • likely to be Fantasy players/Commissioners but not a necessary to their fan activities especially if older

 

ANNUAL CONSUMPTION

  • avid annual football attention lifecycle and generally high-volume, daily digital football content consumption but can be low consumers, especially if older

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EXPERTISE FAN

KNOWLEDGE IS POWER

  • a desire for aggregated, raw (or unique and minimally processed) football data—especially for a competitive edge

 

UNSOCIAL AND SOCIAL GAME-VIEWING

  • game viewing that usually involves but doesn’t require social interaction (either in person or via second screen)

 

FANTASY LEADERS

  • almost always Fantasy players. Highest likelihood to be repeat commissioners

 

ANNUAL CONSUMPTION

  • avid annual football attention lifecycle

  • daily high-volume football content consumption

FRIENDS DRIVE ASSOCIATION

  • an engagement with a team and/or the game motivated by friendship and social activities

 

ALWAYS SOCIAL GAME-VIEWING

  • game viewing that requires social interaction (either in person or via second screen)

 

FANTASY FOLLOWERS

  • very likely to be Fantasy players by association. Also likely to be Commissioners given social orientation

 

SEASONAL CONSUMPTION

  • avid, seasonal football attention lifecycle

  • seasonally low-volume yet active football-related, digital content consumption that is socially motivated and supported

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RECREATION FAN

GAME AS ESCAPE

  • an inconsistent, seasonal association with a team and/or the game as a weekly escape

  • could have formerly been a Friendship or Identity persona, however they no longer have the time or bandwidth to maintain active consumption

 

USUALLY SOCIAL GAME-VIEWING

  • game viewing that requires social interaction (either in person or via second screen)

 

NOT USUALLY FANTASY PLAYERS

  • Fantasy not a huge factor—usually due to time and attention constraints

  • ​

SMALL DIGITAL FOOTPRINT, LOW CONSUMPTION

  • inconsistent football content consumption and rare football-related social media activity

Who Is This Experience For?

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WHAT'S THE DATA SAY?

Analytics were analyzed from 2016,17 & 18 draft experiences to both establish baseline metrics and understand

user pathing to drive design/KPI's

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The final experience was dynamic and followed the fan from pre-draft, the three day live draft event and post-draft

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A testing protocol was created for each test session. Prototypes were created in InVision with more complex animated components created in Principal or After Effects. User testing was conducted either in-house or remotely moderated using Validately.

 

Validately was used to screen record interface interactions, another

camera was positioned to capture the subject and a Mevo camera was used to capture the room and a link to the live video session was available for stakeholders to view the sessions remotely.  

PROTOTYPE

USABILITY TESTING

In House Testing

Remote Moderated Prototype Testing

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Results

VOD Impressions

Views of live-streaming up 22% over previous season

Engagement

App engagement up 9% over previous year over event and up 12% on day one over previous season

Traffic

Daily recurring visits up 7% over previous season

Customer Satisfaction

% fan positive feedback up 12%

over previous season by fan service department survey

Design & Development Efficiencies

72% of design elements and components were re-factored from existing design system elements and components. 

Team

New team, first with data scientist, self-managed and delivered on time

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