NFL on DAZN
The largest sporting migration in history.
As part defining the migration experience for 2 million existing users. We succesfully launched the project in late 2023 to over 100 countries. The system we created went on to become the playbook in trading similar packages such as Tennis TV & Moto GP.
In 2023, DAZN became the official international streaming platform for NFL Game Pass (excluding the U.S.), securing the rights to stream NFL content globally. This required the seamless migration of over 2 million existing Game Pass users while also designing new acquisition and conversion strategies.
Despite DAZN’s commitment to delivering the service, no solution was in place to fulfill the deal. My design team was tasked with delivering a proof of concept within just three weeks.
Design Kick off
With minimal requirements, we mapped how freemium, NFL, and DAZN plans could coexist. The key challenge was managing content entitlements, guiding users to upgrades, and clearly
communicating DAZN’s unique content-based plans. Unlike feature-tiered models like Netflix or Spotify, DAZN required a tailored approach to ensure clarity without overwhelming users.
Establishing our approach to freemium
There's many ways to approach a freemium
Exploring flows
With minimum requirements my self and the team began to map how this could work, focusing heavily on how we may solve freemium and cross content entitlements.
Defining a new playbook
At the time DAZN's sign up experience was outdated and we would need to optimise the experience. To do so we explored options to add in branding through imagery and logos. We also split the sign up form into two, capturing just email and password initially which in the back end we would turn into freemium accounts. - This meant we could better follow up with partial accounts and ultimately convert them later down the journey.
Usability testing
Through usability testing we primarily assessed user comprehension of the new NFL plans, wether they could navigate effectively between DAZN & NFL. Further to this we tested the freemium flows, leading onto the upgrade journeys. We conducted about 10 tests across the product and was shipping tests on usertesting.com once or twice a week.
Experimentation
At the time DAZN's sign up experience was outdated and we would need to optimise the experience. To do so we explored options to add in branding through imagery and logos. We also split the sign up form into two, capturing just email and password initially which in the back end we would turn into freemium accounts. - This meant we could better follow up with partial accounts and ultimately convert them later down the journey.
Acquisition Journeys
With minimum requirements my self and the team began to map how this could work, focusing heavily on how we may solve freemium and cross content entitlements.
Retention Journeys
Working with our retention designer to make sure users can manage both content packs and their DAZN plan
Engagement Journeys
The largest sporting migration in history
Onboarding 2 Million NFL Fans
As the project neared completion, migrating 2 million GamePass users to DAZN was a key priority. I worked closely with the NFL team to map every scenario, ensuring a seamless transition. We leveraged CRM integration and magic links to simplify onboarding, preserving user data and minimising friction.
