Building Fantasy+
Creating a profitable product from scratch.
Business Goal
Prove that NFL Fantasy’s user base can be monetized
Success Metrics
Subscription product shipped by the start of the 2020 season.
1.2M
Direct from consumers
$0.50
Average Return Per User
Target User
NFL Fantasy Team Managers who want a competitive edge without doing too much work.
My role
Find real problems.
Prioritize design work.
Lead engineering syncs.
Annotate interviews.
Deliver designs
Own marketing.
Research and Design
Card Sort
Survey polling over 1,600 fans
MSCW Feature sort, 182 users
User interviews
Generative and feature focused moderated sessions with 12 fans.
“I forget game time. Maybe he’s on bye or injured”
Anthony L.
Ideations based on interview quotes
These ideas were really quick executions addressing the pain points brought up in the interviews: How do we keep Team Managers competitive?
Testing the first prototype.
Some prototype action items were that: Testers struggled to find tool entry points on the page.
Incorrect selection patterns
Two lists with complex logic.
Unnecessary interactions
What I delivered
I was responsible for delivering two main experiences
Auto-Optimize: Starts the optimal lineup based on projected points.
Swap Inactives: Automatically swaps out players projected to score zero points.
Explorations we decided against
Avatar
Customize a character. Unlock items through wins, challenges or by purchasing.
Fantasy Assistant
Your own personal expert. Choose from a list of digital coaches or GMs to help you with all of your fantasy decisions.
Results
Designed, built and shipped a subscription product in 3 months
33%
of the 1.2M
57K
Subscribers
Like what you saw?
Reach out and let’s get the conversation started. Maybe we can work together.