The National Football League Players Association (NFLPA) Redesign Concept

Roles: User Experience, Visual Design

Limina

Limina competed to redesign The National Football League Players Association (NFLPA) web experience to boost engagement with the players and agents it serves. Key pages, like the homepage and player dashboard, were chosen to provide a look at how Limina might reimagine the user experience and overall style of the NFLPA website. I served as the primary designer for the concepts, and was able to quickly pull together a visual system as an evolution of the NFLPA’s current brand experience.

A Fresh Homepage Reimagining

Limina's pitch focused on pages of high value for the NFLPA organization and the players it serves. Being that it is the first page that anyone who might be interested in learning more about the organization sees, the homepage was an obvious choice. A goal in redesigning the NFLPA was to not only create a refreshed look and feel, but to also give their audiences a clearer picture of who the NFLPA is and their work.

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.

The responsive reflow of information on mobile came naturally throughout the concept. We knew that many players or agents on the go would need to be able to reference the site from phones. The mobile menu in particular needed to be clear and straightforward to get folks down to the right content quickly.

Improving the Player Experience

Beyond the public facing experience, our spec work took a look at what the personalized player profiles on NFLPA might look like in a redesign effort. These personalized player dashboards help to provide information and resources that are catered to the player’s needs at whatever point they might be at in their career. The default landing page for the dashboard brings together everything together for an overview. The account submenu allows for driving further into specific content, with quick indicators when there is new or unread items available.

From revenue numbers and season stats, to recommended services and important documents, the dashboard surfaces up information in easy to consume lists and visualizations across desktop and mobile.

For getting players logged in, it was important to make the sign in flow as easy and quick as possible. Single sign on with other social or email platforms was key.