Launch Event Partnerships
The brief was co-branding. I pushed to redesign the team page experience, not just re-skin it, and built a concept the whole organization could see.
- Context
- StubHub became the NFL’s exclusive secondary ticketing partner: its first football & league-level partnership and a critical one for the business.
- Role
- Design Lead & Design Manager. Set the design vision, led direction and hands-on execution end to end, managed both buyer & seller experiences for partnership with team of designers and represented design to leadership and NFL partners.
- Impact
- +1%overall buyer conversion2×faster rich experience−9%support contacts
Branding builds trust. A better experience converts.
It was our first time working with the NFL, and stakeholders had many opinions about what the experience should be. I started with stakeholder interviews, then led a cross-functional brainstorm to settle scope and a visual theme for every page.
The easy path was to add the NFL shield, team logos and colors to existing pages. I made the case that the team page, the heart of the partnership, deserved a real redesign.
Design the experience first, then dress it in the brand.
Add the brand to existing pages
- NFL seal, team logos and assets
- Same list of events underneath
- Branded, but no better at selling
A team page fans want to spend time on
- Rich information beyond events, like team stats
- Images and video that make users feel like fans
- Calendar-style event selection
- A balance of NFL and StubHub branding
The team page, rebuilt for the fan on their phone
For the native app I treated the team page as a fan’s home base: identity first, then the information, then the tickets. Wireframes for the team page and Game Center set the structure before the visual layer went on.
More than a list of events
Team information and stats sit alongside the schedule, so the page earns a visit even when you aren’t buying.
Content that pulls you in
Images and video turn a ticket list into a fan experience.
Pick a game in a few taps
A calendar-style selector makes finding the right event quick.
Two brands, one balance
NFL and team identity lead; StubHub stays the confident utility.
One experience, from web to mobile web
Designed as components, ready for every team
The design had to work for all NFL teams, so each page was built from reusable components. That also fit the new tech stack, and let a team’s logo and imagery change the page without changing how it works.
