The National Football League Players Association (NFLPA) Redesign Concept
Role
Lead Designer – UX and Visual Design
Prospective Client
NFLPA (Limina)
Year
2020
Limina competed to redesign the NFL Players Association's web experience, looking to boost engagement among the players and agents it serves. I served as primary designer on the pitch, focusing on two of the highest-value pages — the homepage and the player dashboard — and built out a visual system as a natural evolution of NFLPA's existing brand.
A Fresh Homepage
The homepage is the first impression for anyone learning about the NFLPA — so beyond a visual refresh, it needed to make clear who the organization is and what it does for players. I designed a full-bleed hero that does two jobs at once: introducing the NFLPA's mission with a link to learn more, while surfacing direct navigation for each audience segment the site serves. Scrolling reveals the mission statement and impact stats, giving visitors a fast path to both "why this matters" and "where do I go."
Homepage concept, desktop and mobile.
The homepage concept is a perfect balance of form and function. The immersive full screen hero area provides a much more modern experience compared with the NFLPA’s previous homepage, while serving two different purposes above the fold; NFLPA’s introduction to their mission provides a quick link to seeing how they make a difference for the NFL players, while also highlighting key navigational calls to action for the different audience segments the NFLPA serves. Continuing to scroll provides the NFLPA mission statement and impact statistics.
Homepage concept, desktop.
Impact stats, desktop and mobile.
Responsive reflow followed naturally from the desktop concept, but the mobile menu needed extra attention on its own: players and agents checking the site on the go needed a menu that got them to the right content in as few taps as possible, whether or not they were signed in.
Mobile menu, signed in and signed out.
The Player Experience
Beyond the public site, I designed what personalized player profiles could look like — dashboards that surface the information most relevant to a player at whatever stage of their career they're in. The default view brings everything together at a glance; the account submenu lets players drill into specific content, with indicators for anything new or unread.
Player dashboard, desktop and mobile.
Revenue numbers, season stats, recommended services, and key documents all needed to be scannable at a glance rather than dug for — so the dashboard leans on lists and light visualizations that hold up at both desktop and mobile size.
Getting a player logged in quickly mattered just as much as what they'd find once inside, so I designed single sign-on with social and email options to keep the entry point as fast as the dashboard itself.
Player dashboard, desktop and mobile.
Sign-in experience, desktop and mobile.