Launching NFL+: A redesign that tripled revenue

Redesigned NFL GamePass to NFL+, adding live games and creating a seamless fan experience.

my role

Led end-to-end redesign and launch across platforms

As a Senior Product Designer, I influenced early strategy and ensured the experience worked seamlessly across mobile, web, and TV. In partnership with the design director and a junior designer, I collaborated closely with product and engineering to define the MVP, prototype concepts, and refine the design system. The redesign exceeded engagement and revenue goals.

platforms

Mobile, Web, CTV

timeline

11 months • 2022

key contributions

  • UX strategy & design

  • Prototyping

  • User research & testing

  • Visual design

  • Design-system management

  • Engineering handoff

my role

Led end-to-end redesign and launch across platforms

As a Senior Product Designer, I influenced early strategy and ensured the experience worked seamlessly across mobile, web, and TV. In partnership with the design director and a junior designer, I collaborated closely with product and engineering to define the MVP, prototype concepts, and refine the design system. The redesign exceeded engagement and revenue goals.

platforms

Mobile, Web, CTV

timeline

11 months • 2022

key contributions

  • UX strategy & design

  • Prototyping

  • User research & testing

  • Visual design

  • Design-system management

  • Engineering handoff

my role

Led end-to-end redesign and launch across platforms

As a Senior Product Designer, I influenced early strategy and ensured the experience worked seamlessly across mobile, web, and TV. In partnership with the design director and a junior designer, I collaborated closely with product and engineering to define the MVP, prototype concepts, and refine the design system. The redesign exceeded engagement and revenue goals.

platforms

Mobile, Web, CTV

timeline

11 months • 2022

key contributions

  • UX strategy & design

  • Prototyping

  • User research & testing

  • Visual design

  • Design-system management

  • Engineering handoff

The Problem

New live games. Confusing, messy viewing rights

The NFL gained rights to stream live games directly to fans, but with complex restrictions across devices and markets. Our challenge was to evolve GamePass, a game replay product for analysts, into NFL+, a fan-first experience that prioritized live games while keeping replays. It needed to make complex streaming rules easy to understand without redesigning the app.

“The faster I can find the games the better. I don’t need it to be convoluted with a lot of content.”

NFL Gamepass User
The solution

Designing clarity from complexity

With live games locked behind confusing restrictions, we focused on making NFL+ feel simple and fan-first. I built a card system to clearly signal what could be watched, designed upsells that converted free viewers, and scaled the experience seamlessly across mobile, web, and connected TV.

driving week-long engagement

Cards for each step of the weekly fan journey

The card system clearly communicates watch entitlement, game status, and streaming options across pre-game, live, and post-game states. Key driver of 651% WAU increase and 18% churn reduction.

Pre Game

Build anticipation: see game times, catch previews, or watch the pregame show.

Pre Game

Build anticipation: see game times, catch previews, or watch the pregame show.

Pre Game

Build anticipation: see game times, catch previews, or watch the pregame show.

Live Game

Watch or listen live with real-time game status. Keep up with all other games at a glance.

Live Game

Watch or listen live with real-time game status. Keep up with all other games at a glance.

Live Game

Watch or listen live with real-time game status. Keep up with all other games at a glance.

Post Game

Relive the game with full or condensed replays, available shortly after the final whistle.

Post Game

Relive the game with full or condensed replays, available shortly after the final whistle.

Post Game

Relive the game with full or condensed replays, available shortly after the final whistle.

custom bottom sheet

Bottom sheet helps with confusion and discovery

Surfaces all streaming options to reduce confusion and support discovery.

alternative content types

Live network and on-demand shows

Alternative content increased engagement between games and during the offseason, which helped reduce churn by 18%.

custom bottom sheet

Bottom sheet helps with confusion and discovery

Surfaces all streaming options to reduce confusion and support discovery.

alternative content types

Live network and on-demand shows

Alternative content increased engagement between games and during the offseason, which helped reduce churn by 18%.

cross platform experience

Maximizing reach when rights expand

Scaled the experience across mobile, tablet, and web to maximize reach during preseason, when streaming rights expand. Vital for the 3x revenue increase.

Scaled the experience across mobile, tablet, and web to maximize reach during preseason, when streaming rights expand. Vital for the 3x revenue increase.

Design system additions

Reusable components for scale

Worked within FaceMask, the NFL's design system, adding dozens of new components to unify the experience across platforms.

Impact

Tripled revenue. Record fan engagement.

By simplifying access to live and replay games, NFL+ drove a 651% increase in weekly active users, reduced churn to 18%, and tripled revenue in its first year.

“It's easy to figure out. It's no as cluttered as before. When I'm trying to get to a game, I want to get to it fast, so this is great.”

NFL+ Tester
Revenue

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revenue in first year (target: 2x)

Revenue

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revenue in first year (target: 2x)

Revenue

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revenue in first year (target: 2x)

Engagement

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increase in weekly active users (target: 400%)

Engagement

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increase in weekly active users (target: 400%)

Engagement

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increase in weekly active users (target: 400%)

Retention

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reduced churn (target: 25%)

Retention

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reduced churn (target: 25%)

Retention

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reduced churn (target: 25%)

Next Case

NFL – Streamlining Sign-up & Accounts for NFL+

Unified across 70+ properties to drive subscriptions and fan access