[Goals & Challenges]

Problem

Traditional fantasy platforms and news sources are static and number-driven, leaving little room for excitement. There’s no modern, feed-like way to consume league updates or bring the experience to life as a true media companion. As a result, league engagement declines over time.

Goal

Build an AI-powered platform that turns stats into entertaining, story-driven content presented in a modern, mobile-first web app. The aim is to create an engaging hub that fuels competition, banter, and community culture within every league.

[Research & Discovery]

Competitive Analysis

I conducted a SWOT-style analysis of both direct competitors and indirect ones. While existing platforms handle stats and league tools well, they lack personalisation, storytelling, and a modern feed experience. This revealed a clear gap for TFN to position itself as the AI media companion that drives engagement and league culture.

Information Architecture

The IA was designed to keep league interaction simple and engaging. Core navigation provides quick access to essential views, while the Feed surfaces weekly highlights that keep the league lively and entertaining. Settings remain lightweight, giving users flexibility without disrupting the main experience.


User Flow

These are the three main user flows in the web app. Structuring them separately helped ensure clarity at every stage of the experience. From reducing friction during sign-up, to safeguarding commissioner actions, to encouraging ongoing interaction through memes and recaps. This breakdown highlights how the product balances ease of entry, trust in core actions, and continuous engagement to keep league culture alive.

[Design Process]

Wireframes

The wireframes focused on establishing a clear league hub within the key areas. Structuring the experience this way allowed me to validate how users would consume content, personalise their league, and stay engaged with ongoing competition before moving into high-fidelity design.

UI Design

The UI design brought the wireframes to life with a modern aesthetic that balances clarity with entertainment value. I designed both dark and light modes to give users flexibility and to reflect the dual nature of fantasy sports, part serious competition, part playful banter.

The goal of the UI was to make league content feel like a media feed rather than a static scoreboard. Bold imagery, dynamic layouts, and card-based recaps transform stats into stories, while side panels surface quick context like standings, rankings, and tone meters without overwhelming the main feed.

This visual system ensures the experience feels engaging, competitive, and social, turning league updates into content users actually want to read and share.

Dark Mode 🌑

Light Mode ☀️

Responsive Design

The interface was optimised across desktop and mobile to ensure league updates, recaps, and matchups felt seamless on any device. The goal was to keep the feed readable, interactions effortless, and the media-first experience consistent whether users were checking in at home or on the go.

UI Design

The UI design brought the wireframes to life with a modern aesthetic that balances clarity with entertainment value. I designed both dark and light modes to give users flexibility and to reflect the dual nature of fantasy sports, part serious competition, part playful banter.

The goal of the UI was to make league content feel like a media feed rather than a static scoreboard. Bold imagery, dynamic layouts, and card-based recaps transform stats into stories, while side panels surface quick context like standings, rankings, and tone meters without overwhelming the main feed.

This visual system ensures the experience feels engaging, competitive, and social, turning league updates into content users actually want to read and share.

Dark Mode 🌑

Light Mode ☀️

Responsive Design

The interface was optimised across desktop and mobile to ensure league updates, recaps, and matchups felt seamless on any device. The goal was to keep the feed readable, interactions effortless, and the media-first experience consistent whether users were checking in at home or on the go.

UI Design

The UI design brought the wireframes to life with a modern aesthetic that balances clarity with entertainment value. I designed both dark and light modes to give users flexibility and to reflect the dual nature of fantasy sports, part serious competition, part playful banter.

The goal of the UI was to make league content feel like a media feed rather than a static scoreboard. Bold imagery, dynamic layouts, and card-based recaps transform stats into stories, while side panels surface quick context like standings, rankings, and tone meters without overwhelming the main feed.

This visual system ensures the experience feels engaging, competitive, and social, turning league updates into content users actually want to read and share.

Dark Mode 🌑

Light Mode ☀️

Responsive Design

The interface was optimised across desktop and mobile to ensure league updates, recaps, and matchups felt seamless on any device. The goal was to keep the feed readable, interactions effortless, and the media-first experience consistent whether users were checking in at home or on the go.

UI Design

The UI design brought the wireframes to life with a modern aesthetic that balances clarity with entertainment value. I designed both dark and light modes to give users flexibility and to reflect the dual nature of fantasy sports, part serious competition, part playful banter.

The goal of the UI was to make league content feel like a media feed rather than a static scoreboard. Bold imagery, dynamic layouts, and card-based recaps transform stats into stories, while side panels surface quick context like standings, rankings, and tone meters without overwhelming the main feed.

This visual system ensures the experience feels engaging, competitive, and social, turning league updates into content users actually want to read and share.

Dark Mode 🌑

Light Mode ☀️

Responsive Design

The interface was optimised across desktop and mobile to ensure league updates, recaps, and matchups felt seamless on any device. The goal was to keep the feed readable, interactions effortless, and the media-first experience consistent whether users were checking in at home or on the go.

Results and Impact

The design transformed fantasy sports from a numbers-driven experience into a content-rich, media-like hub. Users could seamlessly follow all their league news in one place, boosting engagement. Early feedback highlighted how the modern feed format and tone customisation made leagues feel more alive and competitive compared to traditional platforms.

The design transformed fantasy sports from a numbers-driven experience into a content-rich, media-like hub. Users could seamlessly follow all their league news in one place, boosting engagement. Early feedback highlighted how the modern feed format and tone customisation made leagues feel more alive and competitive compared to traditional platforms.

The design transformed fantasy sports from a numbers-driven experience into a content-rich, media-like hub. Users could seamlessly follow all their league news in one place, boosting engagement. Early feedback highlighted how the modern feed format and tone customisation made leagues feel more alive and competitive compared to traditional platforms.

The design transformed fantasy sports from a numbers-driven experience into a content-rich, media-like hub. Users could seamlessly follow all their league news in one place, boosting engagement. Early feedback highlighted how the modern feed format and tone customisation made leagues feel more alive and competitive compared to traditional platforms.

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Let’s Work Together

Like what you see?
Let’s Work Together

Like what you see?
Let’s Work Together

Work with me

Work with me