NFL Mobile UX Analysis: Touchdown or Fumble?

nfl ux

For the next few entries in our mobile app UX analysis series, we’ll be taking on the wide world of sports apps. As football season is right around the corner, today’s post is on NFL Mobile, your one-stop shop for all things NFL. With news, game schedules, and team merchandise, there’s not a lot you can ask for.

Does the NFL app live up to expectations? Let’s dive into the app’s user experience to see if there are any potential areas for improvement.

Push Notification Permissions

nfl mobile

What NFL Mobile Does Well

The good thing about this prompt is that NFL Mobile explains the benefits of opting in, even if the timing is a bit too soon. Because this is a customized pre-permission that appears before the system prompt, tapping “cancel” on the above prompt doesn’t explicitly deny push permissions. The app can always ask again later. Whereas if NFL Mobile displayed the default system prompt instead of a customized in-app message, saying “no” would deny push permissions forever (unless the user manually changes the setting later).

One Way to Improve

The content of this push permission prompt is fine, but seeing it right off the bat is a bit of a killjoy. As a first time user, I’m more inclined to tap “cancel” instead of “OK” here. I just want to get into the app; push notifications are the last thing on my mind.

To improve the message’s timing, the app could wait until users reach a key behavioral milestone — such as adding a favorite team or buying a ticket — before making the request.

It’s easier to earn push permissions by waiting until users have engaged with the app. Last Minute Travel implemented a similar messaging strategy and earned a 182 percent lift in opt-ins.

News, Teams & Games

mfl mobile app

What NFL Mobile Does Well

With the prompt out of the way, the first-time user experience is actually quite friendly. The app opens with NFL articles and videos, making it easy to keep track of what’s happening in the league. By adding a favorite team, you can filter to only see news about that team — ensuring that content is always personalized and relevant.

The layout of the news screen is very effective. Each element is a slightly different size: some articles lead with a square image, others use a smaller banner image, and a few are text-only. The lack of uniformity makes each article stand out more. Furthermore, videos are embedded in the news feed, allowing you to play them without losing your place.

nfl app review

Moving on to the Games tab, there’s plenty of info on both individual player stats and upcoming games. During the draft it’s easy to browse each player’s athletic stats (top-left) and watch videos from key moments (top-right).

The videos are an especially nice touch because they curate the most interesting content. Even if a user doesn’t have time to follow the full draft, they can easily catch up on the key moments with this list of videos.

Finally, the game stats are impressively fleshed out. If you tap an upcoming match, you can check the details of the last few games between the two teams. These game screens contain a detailed breakdown of the key statistics. You can even rewatch the game in full if you own a paid NFL Game Pass.

nfl app user experience

The main menu makes it clear that there’s plenty of content to go around. In addition to league news and game stats, NFL subscribers can log into their paid accounts to watch live games. There’s also a full-fledged merchandise shop.

nfl app store

Once you start exploring the league schedules and team details, it becomes clear that NFL Mobile already does a pretty good job of upselling. You can buy tickets from several different screens, and you can even buy merch from the team profile screen. There are so many links to the shop that users may not even need to use the main menu.

One Way to Improve

Nothing bad to say about this section! One of my favorite features of the app.

The NFL Shop

What NFL Mobile Does Well

There are several filters to choose from to expedite your search, as shown below.

nfl mobile analysis

Alternatively, users who access the shop from the main menu will be greeted with an intuitive landing screen, shown below on the left.

nfl merchandise

The shop’s home screen, shown on the left, catches the user’s attention with banners and bright colors. There are several categories and deals to choose from. Likewise, as we see in the product details screen on the right, the free shipping banner persists at the top. The offers and upsells are easy to spot, helping increase conversions.

One Way to Improve

app ux analysis

The left screenshot is what a team’s store looks like when you click through from the shop’s home page. Meanwhile, the right is what the same store looks like when you arrive from a team’s profile. The store is the same, but the landing page is different — and the page on the right is much harder to read at a glance.

To be fair, once you select a category on the left screen, you’re brought to the catalog on the right. Even so, the landing screen on the left is much easier to navigate than the one on the right. It helps users narrow items down by category or player instead of throwing them head-first into the full catalog.

The app could potentially earn more conversions by always directing users to engaging landing pages rather than diving straight into product search.

What Can NFL Mobile Do to Improve?

NFL Mobile is a content-packed app with a lot to offer. In general, its UX gets the job done: the news is skimmable thanks to bold headlines and large images, and the menus are surprisingly simple considering the amount of info they contain. But there’s always room for improvement, such as:

  • Delaying the push notification permission prompt until later in the user journey
  • Optimizing the shop’s landing pages for skimmability
  • Ensuring every shop link leads to the appropriate landing page

Hope you enjoyed our latest UX analysis breakdown. Until next time!

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