role
Lead Product Designer
Platforms
Mobile, Web, CTV
Timeline
9 months
Key outcome
↑ 3x logged in visits
Role & Scope
Lead Product Designer
Partnered with Product to sequence identity investment around the NFL+ launch. Designed sign-up, purchase, and account management flows across Mobile, Web, and TV, and extended Facemask — NFL's design system — with the components to support them.
Contributions
UX Design
Research
Design System contributions
Problem
High friction to create up to six NFL accounts
Fans juggled up to six accounts across NFL properties. Signup was slow, fragmented, and offered little value. It was a blocker for NFL+, loyalty programs, and CRM.
"I get lost with the number of accounts I need and half of them I'm not sure why I need them."
NFL Fan
Solution
Unified identity infrastructure, optimized for conversion
Keep up with your favorite team
Now an optional part of sign up flow, helping drive an 8% conversion increase.
Upsells at the right moment
Strategically placed upsells influenced a 3x revenue increase and 651% WAU increase for NFL+.
