Revolutionizing fantasy play for the worlds most popular game

Bringing an NFL™ style fantasy game to the English Premier League fan

English Fantasy Football

Assignment: Product design and brand development for an immersive online fantasy sports platform focused on the Barclays Premier League—the leading international soccer (football) league. Brand Position English Fantasy Football (EFF) represents a revolution in fantasy play for the world’s most popular sport. It represents the integration of the innovation of American fantasy sports into a long-neglected market. Central to EFF is a new model of play, a competitive model developed to produce season-long engagement from participants, and capture the same level of passion as fans following their favorite teams. The EFF brand will develop a lively and dynamic brand through its visual language, tone of voice, and social media persona.
The objective will be to make EFF the definitive online fantasy football experience.
EFF builds its brand on the following attributes: • The brand is immersive • The brand is cheeky • The brand is 21st century • The brand is inclusive The platform is now in a private beta test running all core features.

Project Roles:

Founding Team Member Project & Brand Strategy Co-Creative Direction UX Strategy UX/UI Design Brand Visual Design Creative Copywriting

Brand Identity

The symbol integrated the hexagon and pentagon of the soccer ball, plus the Lion and St. George's Cross of England

Player Team Kit Icons

Each team's home and away kits are stylized to fit the visual brand. Shown here: League Champions Chelsea FC and perennial powerhouse Manchester United.
2014–15 season kits shown.

UX Strategy and Design

Designing the site meant designing the ultimate fantasy game center for Premier League fans

UX and UI Development

The product development team utilizes a bootstrapping strategy with a very lean group of experienced designers and developers. The founders created the game and corresponding play model; the designers visualized the full extent of the brand and site. Mapping out site navigation and functionality required a focused approach: multiple functions needed accommodation within a dashboard structure. The goal was to create a logical home base for users and league commissioners that would minimize page reloads or link-driven navigation. The development team iterated from the wireframes to create an elegant solution with an eye towards touch screen navigation and seamless tab structures. Once the season starts, most players will spend the majority of their time in the game app managing their team, or monitoring their league standings. League creation and player invitations are handled within the app, as are live or auto player drafts. A rich set of scouting tools allows users to monitor Premier League player performance for both real and fantasy statistics.

Project Team:

Founders Committee (3) Co-Creative Directors (2) Interactive Designer/Developer (1) Technology Team (3) Wireframing

The modular approach of this early wireframe directed the team to the function-rich dashboards in use for the current play app. Content feeds serve a community development mission that extends site engagement beyond match days.

FInal Beta Test Screen Design

The core play features are now fully implemented. Details of the Matchup and Scouting pages are visible in the top slider.

Team Page with Pitch View

Drag and drop functionality to change starters, reserves, even team formation.

League Page View

League standings, in-app social media features, and the official Matchweek Scoreboard anchor this section.

Scouting Page View

Powerful sort features allow users to scout players by a number of fantasy metrics, real-world statistics, and availability.