NFL Youth Website Optimization
National Football Association (NFL)
Role: User Experience Designer
I had an opportunity to collaborate as a UX designer with the NFL to optimize their Youth website, with a primary focus on redesigning the homepage and high school rankings page.
Despite having no prior experience with the client, I quickly immersed myself in the website’s analytics data and embarked on a mission to enhance the user interface and user experience of the Youth website.
Challenge
The Challenge: The NFL Youth website required a more efficient and user-friendly design to address existing interface experience and user engagement issues.
Key Objectives: The primary goal was to revamp the homepage and high school rankings page to improve user engagement and satisfaction.
Process
Our team initiated the project by collaborating closely with the NFL Youth team to understand their specific needs and pain points with the existing site.
Google Analytics Review: I dove into Google Analytics first to uncover problem areas and user engagement dropoff points
Heuristic Analysis: I conducted a heuristic analysis of the existing homepage and Top 100 high school rankings page to identify areas for improvement and also suggested a new feature (Trend Field) based on a review of a few similar websites.
Old High School Rankings Page (Annotated)Old Homepage Hero (Annotated)Wireframes
I brainstormed multiple interface approaches to address the existing experience issues I uncovered and landed on more than one option to share with the clients. When I presented my wireframe solutions to the NFL Youth team, they recognized the proposed changes as a substantial enhancement to the website's user experience. My successful presentation of multiple wireframe options also led to discussions about setting up A/B testing opportunities in the future, which was an extension of work.
Homepage Wireframe SampleTop HSFA 100 Wireframe SampleResults
Once the changes were implemented, we conducted A/B testing to validate the effectiveness of the design changes. The results of the A/B test were remarkably positive, with a 7% increase in conversion rates, lower exit rates, and longer session durations. These outcomes indicated that users could find desired resources more efficiently and effectively, contributing to an enhanced overall user experience of the NFL Youth website.
The project led to significant improvements to the NFL Youth website's user experience, as evidenced by the positive outcomes of the A/B test. This project showcases my ability to quickly adapt to new clients, analyze data, and propose thoughtful design solutions to enhance user experiences.