• Bruce Bautista

    Product Designer working across B2B2C -

  • NFL IQ-Home Assignment

    Evaluating how NFL IQ serves fans and analysts, and identifying opportunities to improve engagement, exploration, and conversion through the NFL IQ experience.

  • Product understanding

    An interactive, data-driven draft command center that centralizes team, player, and draft intelligence into an explorable experience.


    Core Value Proposition:

    Enables fans and analysts to think like a front office by turning complex draft data into interactive, decision-oriented insights.

  • Who is it for

    1. Hardcore fans / draft obsessives → want depth, comparisons, and control

    2. Analyst-minded users & creators → want structured, credible data to explore and share

  • Problem it solves

    NFL IQ Transforms passive draft content into an active decision-making experience, and operates across the draft lifecycle, adapting to different user intents:


    • Pre-draft → exploration, predictions, team needs

    • Live draft → real-time tracking and reactions

    • Post-draft → analysis, outcomes, and insights


  • What complexities exists

    • Embedded Analytics Architecture (Amazon Quick)
      - Core experience is rendered via an external iframe (AWS Quick)
      - No direct control over internal UI, logic, or interactions


    • Time-Based Product States (Draft Lifecycle Constraint)
      - Pre, Live, Post draft, each state introduces different user intents, data needs, and interaction patterns

  • What success looks like

    Success for NFL IQ is when fans and analysts can quickly understand insights, easily explore the experience, and seamlessly move into meaningful NFL actions.


    1. Introduce Structured Navigation (Increase Exploration)

    1. Faster Understanding of Insights (Engagement)

    3. Clear Pathways to NFL Actions (Conversion)

    1. Introduce Structured Navigation

  • Problem Space

    The experience feels like a collection of powerful but disconnected modules rather than a cohesive system. Casual and mid-level engaged users struggle to understand where to go next

  • Solution

    • Introduce a clear navigation system

    • Move live draft to the bottom

    • Add 'X' button to the banner

      Why this matters.

    • Reduces cognitive load and improves time to value

    • Improved discoverability of high-value features


      Metrics impacted

    • Exploration depth (modules visited per session)

    • Engagement retention (repeat interactions, session duration)


    Note: As a designer if we have access to the amazon quick dashboard then we can dive deep into: Corner Radius, Text & Typography, Spacing & Padding, Free-Form Layout, and Card Styling

    1. Faster Understanding
      of Insights (Engagement)

  • Problem Space

    • Hardcore fans / draft obsessives are presented with dense data (tables, rankings, modules) but must interpret it themselves.


    • This creates friction at the top of the experience, especially when scanning quickly or looking for standout insights.

  • Solution

    • Introduce a 'Draft New' at the top nav

    • add "Draft News" Module


      Why this matters.

    • While data informs decision making, pairing it with clear, headline style insights helps fans interpret what it means. This combination creates a more complete understanding of the broader story.


      Metrics impacted

    • Engagement (time on page)

      Trade-off

    • Requires ongoing curation or logic to generate meaningful insights

      Alternatives Considered

    • Long form editorial content: too heavy, slows down scanning.

    1. Clear pathway to

      NFL actions (Conversions)

  • Problem Space

    • Casual fans, fantasy users, and media viewers engage deeply with insights but have no clear next step once they’ve consumed value

    • High-value moments (e.g., top team insights, player rankings) are not connected to actionable NFL ecosystem paths

  • Solution

    • Introduce contextual, insight-driven CTAs tied to user behavior

      • Example: after viewing a top team - “Watch their highlights on NFL+”

      • After player analysis - “Track them in fantasy / future projections”


      Why this matters.

    • Converts passive engagement into meaningful ecosystem participation

    • Aligns insights with real-world NFL actions (watching, fantasy, tickets, commerce)

    • Strengthens the business value of NFL IQ beyond engagement


      Metrics impacted

    • Cross-property conversion

    • Engagement - downstream funnel progression

      Trade-off

    • Requires careful balance between insight value and monetization moments

    • Needs coordination across NFL product ecosystem to ensure consistent endpoints

      Alternatives Considered

    • Static “Related Links” section → too disconnected from user intent

  • What I learned

    Designing NFL IQ highlighted the importance of transforming complex data into clear insights, guiding exploration through structure, and creating an experience that makes users feel immersed and create a sense of connection to the moment as it unfolds.

  • Thank you