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NFL Extends digital footprint with Windows phone & tablet


In 2013 the NFL began to target more devices for their annual application. Windows phones and tablets where popular at the time and the NFL had already seen success with their fantasy application launched the previous year. While working at Xtreme Labs I was tasked to provide a design for the Windows Surface and Phone, the iOS application had already been designed so the feature set was well defined. One of the biggest challenges was adapting Microsofts native controls into a pre-defined design.

Keeping it Native

Because the existing iOS design had already been completed and approved by the NFL the initial design process involved trying to adapt an asset heavy (remember skeuomorphism) iOS design into a metro style interface, Yikes!.

Needless to say the design task alone was fairly difficult, but even more so was the technical task. 

Windows was a relatively new platform in 2013 and not too many developers or designers had worked on the system before. The initial design concepts mirrored the existing iOS design closely, when they were tested on the platform the results were catastrophic! The performance was absolutely abysmal. 

It took a lot of convincing to adopt a native approach to the application, thankfully strong arguments & evidence for usability and performance helped convince the NFL to give us the go-ahead.

The end result was a beautiful native Windows application:

Dynamic content, relevant to you!

The homepage of the application featured a Grid system that encased over 10 different content modules including, but not limited to; news articles, score cards, tweets, photo galleries, live videos, fantasy stats, drive charts and so on.

Each user is able to select the content that's relevant to them, and their favourite team in the initial setup. There are over 20 notification types that users can set, all customized to their favourite team.


All the action's in the "Gamecenter"! 

Gamecenter is the major hub for the application, it certainly houses the most content. Here, users can access pre-game, live-game and post-game content. 

There are mountains of head-to-head stats to review during all pre, live and post games. Tap into live video and Audio feeds of pre, live and post game broadcasts with subscriptions to the NFL Network & Audio Pass. Follow along with real-time drive charts and play by play statistics. Rewind video to review previously played games and much, much more.



The app launched with mixed reviews on the windows phone & tablet, the launch was under a very tight delivery schedule and was unfortunately plagued with technical bugs that hindered the user experience. The Mobile application no longer exists, but the tablet version has continued to evolve over the years. While the interface is obviously sporting a more modern design aesthetic the underlying structure remains mostly unchanged.

Download the app here