Boosting Account Creation & Conversion for NFL+
Optimizing sign-up & account management across platforms to increase account creation, fan satisfaction, and support the launch of NFL+
Role
Lead Product Designer
contribution
UX Design, User Research
platforms
Mobile, Web, CTV
timeline
9 months • 2022
The Problem
High Friction, Disjointed Flows, Few Accounts
Fans juggled up to five accounts across NFL properties. Signup was slow, fragmented, and offered little value. It was a blocker for NFL+, loyalty programs, and CRM. We streamlined account creation and management, starting with mobile, then scaling to web and TV.
"I get lost with the number of accounts I need and half of them I'm not sure why I need them."
NFL Fan
The solution
Streamlined Flow, Designed for Conversion
Simplified sign-up (fewer fields, cleaner layout), deferred optional steps, and made account actions more visible.
Impact
Faster, Easier, Adopted League-Wide
The redesign doubled logged-in visits, cut signup time by 23 seconds, and improved sign-up success by 8%. The unified account system was adopted by 70 NFL properties.
"Sign-up was super quick and intuitive."