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Feature Development: Cross-league highlights & focus-shifting

NFL Sunday Ticket R&D for 2M+ Live Viewers

Led 3 weeks of feature R&D while on agency retainer. Creating design vision and feature options for a personalized content feed.

Client

Product

Goal

DIRECTV

NFL Sunday Ticket

Monetize a Feed experience, promote Red Zone and Fantasy Zone upsells

NFL Football accounts for 1/3 of sports viewing on TV, & 96% of that viewing is live. 

Looking to create parity across the product portfolio, DTV was interested in exploring options for the feed experience that was being developed and monetized on other product streams for the Sunday Ticket Live Streaming Video Experience.

The engagement entailed a brainstorming session and feature development for the feed experience in the iOS app.  

The heart of fandom

Learnings from a year-long study of fan behaviors showed differing behavior types across varying modalities of use.

Behavior Segments

Ritual Fandom

Motivated by ritual and superstition － Nearly 44% of fans act to "help" their team, including specific viewing positions, wearing lucky clothing, and specific cheers. These rituals spike before game time, including cooking, chanting, and arranging lucky items.

Team Pride

Primarily interested in highlights, big plays, and wins, fans motivated by pride are interested in the positive outcomes more than overall performance during the game. They can get the benefits of game day anytime during or after the game and are less interested in bragging rights than an individual sense of pride.

Game Play

Less motivated by team allegiance and more motivated by game play, these fans are watching for the love of the game. They’re in it for the sport and experience less superstition, emotion, and nostalgia than other fan types. Behaviors peak during the game, and they’re more interested in the competitive parity of the matchup than in the entertainment value.

Social Connection

Modern rituals involve second-screen engagement (social media, fantasy, or group threads), with 63% of fans engaging in real-time online conversations. Conversations are live and can be before, during, or after the game.

39% of fans cite that their loyalty was a family tradition, making home viewing a crucial part of passing down team allegiance.

Translating Research to Action

Content Explorations

Story Refinements

To align to fan behaviors

Design Process

(3 Weeks)

Working 1:1 with the client-side team:

  • Ingesting Fan Study Research

  • Brainstorming session with client-side product lead

  • Feature development research

  • Insights gathering on user needs and user behaviors on iOS

  • Visioning

  • Content Architecture

  • Paper prototyping

  • Sketching

  • Wireframing

  • UI Design

  • Motion Prototype

Final Delivery

  1. Fan Journey Map

  2. Design Vision

  3. Research Handoff

  4. Motion Prototype

Never miss a minute.

Swipe between games, catch highlights in real-time, and view player stats for big plays.