NFL

MOBILE APP REDESIGN

Overview

The NFL’s mobile app is the digital front door for millions of fans, but its experience wasn’t keeping pace with how people actually engage with football today — through video, real-time updates, and year-round storylines. I worked with Code and Theory and the NFL’s internal teams to redesign the app from the ground up, creating a video-first, modular experience that keeps fans connected from preseason to Super Bowl. The new design not only unified live games, highlights, and news into one seamless journey but also accelerated the growth of NFL+, the league’s direct-to-consumer streaming product.

Objective

Transform the NFL app into a video-first hub that mirrored the rhythms of the football season and gameday.
Improve usability by simplifying navigation, subscriptions, and video experiences.
Design a modular system that could flex across 32 teams, events, and fan preferences.
Increase engagement and grow the adoption of NFL+.

My Role

As a senior UX designer on the project, I was responsible for:

Designing navigation flows and game-day experiences.
Defining the information architecture for scores, stats, and highlights.
Putting together client workshops with key stakeholders to determine business requirements
Prototyping watch-first interactions (pinned video player, game switcher).
Partnered with product, engineering, and the NFL’s design team — leading client workshops to align features with business goals and prioritize the fan experience.

Impact

2.3B minutes streamed in app
21.2 minutes average session time (+20% YoY)
5M+ weekly users.
Press coverage in Fast Company: “How the new NFL app keeps you hooked on football all week.”
2X award winner for Best Sports App (The Drum Awards, New York Festivals).