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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


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.

FRIENDSHIP FAN

IDENTITY FAN
TEAM AS RELIGION, TRIBE, SELF
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intense identification with one team—cannot separate themselves from their team
TEAM BEFORE SPORT
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an association with football that is explicitly and extremely through the lens of that team
USUALLY BUT NOT ALWAYS FANTASY PLAYERS
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likely to be Fantasy players/Commissioners but not a necessary to their fan activities especially if older
ANNUAL CONSUMPTION
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avid annual football attention lifecycle and generally high-volume, daily digital football content consumption but can be low consumers, especially if older

EXPERTISE FAN
KNOWLEDGE IS POWER
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a desire for aggregated, raw (or unique and minimally processed) football data—especially for a competitive edge
UNSOCIAL AND SOCIAL GAME-VIEWING
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game viewing that usually involves but doesn’t require social interaction (either in person or via second screen)
FANTASY LEADERS
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almost always Fantasy players. Highest likelihood to be repeat commissioners
ANNUAL CONSUMPTION
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avid annual football attention lifecycle
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daily high-volume football content consumption
FRIENDS DRIVE ASSOCIATION
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an engagement with a team and/or the game motivated by friendship and social activities
ALWAYS SOCIAL GAME-VIEWING
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game viewing that requires social interaction (either in person or via second screen)
FANTASY FOLLOWERS
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very likely to be Fantasy players by association. Also likely to be Commissioners given social orientation
SEASONAL CONSUMPTION
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avid, seasonal football attention lifecycle
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seasonally low-volume yet active football-related, digital content consumption that is socially motivated and supported

RECREATION FAN
GAME AS ESCAPE
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an inconsistent, seasonal association with a team and/or the game as a weekly escape
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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
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game viewing that requires social interaction (either in person or via second screen)
NOT USUALLY FANTASY PLAYERS
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Fantasy not a huge factor—usually due to time and attention constraints
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​
SMALL DIGITAL FOOTPRINT, LOW CONSUMPTION
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inconsistent football content consumption and rare football-related social media activity
Who Is This Experience For?




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












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




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
