The National Football League
Product Design
The NFL is one of the most recognized sports organizations in the world, with millions of fans relying on its digital platforms for real-time updates, game coverage, and exclusive content. However, through outdated experience patterns and features and static content organization, the app was failing to keep fans engaged and offer more seamless paths to NFL+ conversion.
We were tasked with reimagining the NFL app with a focus on usability, personalization, and a streamlined user experience. By addressing key pain points in navigation, live game tracking, and content discovery, the new design enhances how fans interact with scores, stats, and stories. From wireframes to high-fidelity prototypes, this case study showcases a modern, intuitive interface built to meet the needs of today’s mobile-first sports audience.
Role:
Product Designer
Design Team:
Francisco Seiz
Alex Chen
Emily Hom-Nici
32 Teams.
1 Design System.
The app’s strength lies in its modular design system, which powers a personalized experience across all 32 teams, game days, events, and diverse user preferences. Built on atomic design principles, it effortlessly scales to meet both broad NFL-wide branding needs and specific, real-time moments—like individual team matchups or major live events such as the NFL Draft or Playoffs.
Scalable Identity
As part of the broader system, we extended the NFL app’s identity to key moments throughout the NFL calendar. For each landmark event, we crafted bespoke UI treatments that struck a balance between the core NFL brand and the unique visual identity of each event—creating a cohesive yet distinctive experience within the app’s design ecosystem.
