NFL GamePass
Global
UX/UI
Product
Re-launch
 KPI Panel
│Role: Exec Sponsor & Product Design Lead │
│Team: 28 designers, 6 PMs, 40 engineers │
│Budget: £89.3m • Launch time: 18 mo │
│Impact: +49% subs · +18pts NPS · 3×watch-time │
49%
Subscription
Growth
As the UX Senior Vice President at DAZN, I spearheaded the UX design for the NFL’s global launch on our platform. The project aimed to expand NFL’s international reach by introducing both paid and freemium models across all devices and platforms.
NFL Global Launch
NFL Global Launch
Problem Solving
When NFL GamePass expanded from three to eleven markets, churn outpaced growth. Fans faced a 17-step signup on mobile and no personalised replay feed.
Developed a user-centric approach focusing on intuitive navigation and personalised content to cater to both new and seasoned NFL fans.
Conducted surveys & usability tests to understand regional preferences and barriers to entry. Data told us every country cheered for local heroes, yet the app opened on a generic highlight reel.
Created a scalable design system that ensured brand consistency while allowing for localisation.
Worked closely with NFL brand leadership and international teams to align on branding and strategic objectives.
Implemented agile methodologies to iteratively design, test, and refine the user experience across platforms.
Highlights
International sports fans with varying degrees of familiarity with the NFL and potential subscribers interested in diverse sports content.
Propelled subscription growth by 49%, surpassing initial targets.
Introduced interactive tutorials and localised content to educate new users about the NFL.
The successful launch was featured in Broadcast Now, highlighting our innovative free tier strategy.
Established DAZN as a global leader in sports streaming, setting a precedent for future international launches.
