NFL+ Game Day VIP Tour

Overview

The NFL+ app needed a more personal, immersive way for fans to connect on game day. I helped design the Game Day VIP Tour, a mobile-first feature that mixes live video, expert takes, and behind-the-scenes moments from NFL hosts in 2021. The idea was to make Sundays feel special and exciting for users when they are not at the stadium.

Problem

The NFL app had basic features like scores, schedules, and highlights but felt flat. Fans wanted more than stats; they wanted reactions, commentary, and connection. Apps like TikTok changed what people expect with quick, fun, and personality-filled content. That inspired the new NFL+ direction with short videos, live commentary, and behind-the-scenes clips to keep fans hooked even after the game.

My Role

I designed the VIP Tour experience from start to finish. I defined how users would find it in NFL+, built the full flow and visual system, and created responsive layouts, card designs, and motion prototypes. I worked closely with engineers and stakeholders to bring it to life and make sure it met engagement and performance goals. I worked out the design concepts in low fidelity and refined them into final designs. Here are the initial wireframes that set the foundation.

User Research Insights

Users felt the app was too data-heavy and lacked personality. Without live commentary or real-time reactions, the experience felt flat, especially on mobile. This showed the need for a host-driven, POV-style feature to bring energy and connection.
"I can get scores anywhere—I want to hear what people think in real time. Like, what are the analysts saying?"
Users wanted to watch and hear commentary without interruption. The VIP Video needed to dock, float, or persist across tabs for seamless POV switching.

"It’s annoying when I have to stop the stream just to hear a different view or switch apps."
Many users didn’t realize bonus content or alternate commentary existed. Smart UI cues like preview cards and CTAs were needed to surface these features without being intrusive.
"I didn’t even know there were extra features. I just watch the game and leave."

Mapping the VIP Layer into the NFL+ Ecosystem

To ensure the VIP Tour felt cohesive and accessible, I mapped its integration into the existing NFL+ app and defined a clear two-level structure:

Level 1: Existing Core Navigation

Main landing tabs: Home, Scores, Watch, and Teams
Personalized feeds based on followed teams and players
Shared elements across tabs: upsells, promos, previews, and hooks

Level 2: VIP Tour (Venue Layer)

The VIP Tour launched from Home, Scores, or Watch tabs during live games, featuring live commentary, alternate Point of Views, replays, bonus content, highlight reels, and interactive formats.

2. Designing the VIP Layer

I introduced a new modular component (designed in Sketch) into the Home, Scores, and Watch tabs (see below), surfacing the "NFL Game Day VIP Tour" as a tappable live module.

Home - Before & After

Scores - Before & After

Watch - Before & After

2. Designing the story-style experience

I designed a story-style experience where fans could swipe through live analyst POVs or tap into commentary. I added a host carousel with swipe-able cards and live indicators. Viewers could dock the player or switch between feeds. The goal was to make NFL+ feel more social and fun by turning game day updates into full-screen stories with live takes, video, and player moments.

Full Screen Story UI Iterations

The scrollable carousel component combined hosts, players, and teams in one view, letting fans explore stories by personality or team for a more personal and dynamic experience.

Horizontal Carousel of Hosts Component

4. Layering Audio + Commentary into the Watch Experience

To keep fans from choosing between watching and listening, I added audio options to the docked player. Users could switch between national, home, away, or VIP commentary, with subtitles available. Audio changes were seamless, so playback stayed smooth.

5. Card Component Variations

I designed a flexible card system in Sketch that could handle all the different content states tied to the VIP Tour. The cards had to work for both subscribed and non-subscribed users, across pre-live, live, and post-live windows, and support different formats. Each variation included things like live indicators, personalized messages, and context-specific CTAs like “Listen Live” or “Replay Available,” so the right content showed up at the right time without cluttering the screen.

7. Results & Impact

The NFL+ VIP Tour made the app feel more modern and connected to fans. Early results showed people spent 25% more time in the app during games and engaged more with personality-driven content.

It also opened new ways to make money through branded content and talent partnerships, and set the stage for more personal, social storytelling. Moving forward, key questions included:

How can we grow fan followings around hosts or teams?
Should we add chat or fan-to-fan features?
Can VIP-style coverage become a lasting advantage for NFL+?

Conclusion

This project redefined what a sports app could be. It focused less on utility and more on emotion, personality, and fun. By reflecting how fans already use mobile and social, NFL+ started to feel like a real part of game day.