As the lead designer for NFL Plus, the design process focused on creating a visually striking and intuitive user experience. The platform embraced a heroic visual style with impactful banners and a familiar carousel pattern for content categories, drawing inspiration from successful streaming interfaces like Netflix and Amazon Prime. A consistent left-rail menu system provided clear and recognizable navigation to the various sections of the app. The design system and user flows were meticulously crafted to encompass the entire user journey, including the home dashboard, seamless navigation, detailed in-game information, customizable alerts, a smooth onboarding process, comprehensive profile settings, an intuitive channel guide overlay, and more. The UI aesthetic adopted a modern and hip feel, utilizing a dark color palette accented with vibrant electric blue. High-quality imagery, produced by the NFL's internal marketing team, was integrated throughout the experience to ensure a fresh and provocative visual presentation.