NFL Operations

Problem

Without a central hub for operations information, fans and the media resort to bloggers and non-league sports news sources to learn about what goes into making the call, changing the rules, and the history of the game.

Plus, I knew nothing about football and this was as good as any time to learn more about the game.

Process

Working with the NFL VP of Operations, we created an experience online for fans of all levels, officials, players, and the media. We dissected the various needs of different users to create a better game experience.

With strong assumptions in place, my team struggled to address the 3 C’s, losing sight of the project goal. To bring our focus back to the purpose of the website, I developed 6 personas, differentiating the distinct voices and needs of our users through information from discovery research, stakeholder interviews, and user interviews. Not only did the internal team benefit and gain common understanding, the client appreciated my initiative to focus on the fundamental needs of our core users.

Solution

The NFL wanted to create its own space for operations-related information. This site does that and more. Building upon NFL’s credibility, NFL Operations houses pertinent information as well as provides context around what went into shaping America’s favorite sport. As the league, the game, and the rules continue to change, so will this site.

NFL Operations communicates with clarity, consistency, and credibility information about NFL processes—how they originated, why they are in place, and what Football Operations does to uphold them.

This project was completed while I was working at Reingold.