The 33rdTeam

The 33rd Team is a premier football editorial content platform and thought leader in the fantasy football and betting space. They feature content created by head NFL coaches, players, and leaders. My team and I redesigned their website in order to increase speed, engagement, brand awareness, ad revenue, and improve overall functionality for their users.

My Role

UX/UI Designer

Agency / Team

CMYK

Sr. Designer, Project Manager, Design Director, Development Team

Timeline

~11 months (Two Phases)

August 2023 — July 2024

Project Scope

Website Redesign, Ad Optimization, E-Commerce Platform

Project Brief

Redesign a unique fan experience that showcases the full scope and expertise of The 33rd Team. The website needed to enhance speed, engagement, brand visibility, and ad revenue while optimizing overall functionality and flexibility for their internal team.

Key Objectives

  • Improve user touchpoints, experience, and site navigation.

  • Strategize ad placement to generate revenue and responsibly monetize audience.

  • Maintain a mobile-first approach when designing, as users are primarily accessing the site on mobile.

  • Design an e-commerce platform for 33rdteam’s account holders and subscribers.

Improving site navigation and information architecture to boost engagement and resolve hidden content.

We improved the site’s navigation by implementing a tiered structure, intuitive toggles, and a streamlined dashboard. This approach allows users to easily access key content while reducing complexity, ultimately creating a more efficient and user-friendly experience.

Highlighting experts in the NFL field and their contributions.

What sets The 33rd Team apart is its access to content created by NFL leaders and experts themselves. This enriches the platform but also establishes credibility and authority in the football community. By highlighting their insights, articles, and interviews, we created dedicated profiles that feature their contributions alongside direct links to their content.

Increased real estate for advertisements and sponsorships.

After identifying optimal areas for ad placement, I designed sponsored widgets, content, and articles to attract advertisers and generate revenue through ad sales. Ads and sponsorships needed to be seamlessly integrated throughout the site without disrupting the user experience.

Incorporating 33rdTeam’s limited brand identity throughout the design.

The 33rdTeam had a limited brand identity, which actually provided me with some room to experiment. We incorporated the brand’s voice and messaging throughout the site, balancing visual motifs, color, and typography.

Encouraging non-members to join with exclusive features.

To drive conversions and encourage non-account users to join, we implemented a call to action in the fixed navigation. This approach not only piques user interest but also creates a sense of value, making the idea of subscribing more appealing.

Implementing subscriber features and account settings.

After the initial launch of the site, we launched Phase 2 where I designed a subscriber-specific feed, along with account settings and features tailored to the individual. When users subscribe to The 33rd Team, they can effortlessly manage their account settings and access personalized content that aligns with their interests.

Users have the ability to personalize their experience by editing their account settings and saving various types of content and media, all of which are displayed on their "My Feed" page. The anchor menu on the left allows users to quickly navigate through personalized feed with a single click.

By providing a more personalized and organized experience, this feature increases user engagement, making it easier for them to interact with and revisit their preferred content.

The Outcome

By focusing on key elements such as intuitive navigation, ad placements, expert content, and a mobile-first approach, we redesigned a platform that not only showcases the unique insights of NFL leaders but also fosters deeper engagement with fans.

Key Takeaways & Impact

  • Increased user engagement time by 100%: By enhancing the navigation structure, adding sidebar widgets, and creating more intuitive touch points, we significantly improved retention rates.

  • Strategizing ad placements and sponsorships: After the site launch, The 33rdTeam saw a significant increase in their ad impressions. After identifying high-traffic areas from their team, we were able to strategically place ads and sponsored content in locations that maximized visibility without disrupting the browsing experience.