Launching NFL+: A redesign that tripled revenue
Redesigned NFL GamePass to NFL+, adding live games and creating a seamless fan experience.
Role
Senior Product Designer
contribution
UX Design, User Research
platforms
Mobile, Web, CTV
timeline
11 months • 2022
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
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.
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.”