NFLPA
Overhaul for the Ages
There is Power in a Union
The NFL Players Association wanted an updated experience for their members through reimagined digital services and brand communication. Together, our goal was nothing short of redefining what it means to be a strong, active, tech-savvy, and culturally relevant labor union.
Union of Many Interests
We conducted in-depth research to understand what the NFLPA truly means to players and apply those learnings via innovative development and content strategies.
User Approach
The PA's core audiences are small but very specialized. We needed to find a way to effectively serve the specific needs of these different “micro audiences.”
- 15,000+Former Players
- 2,000Active Players
- 1,000Media
- 850Agents
- 400Financial Advisors
- 50Partners
Players Association Core Audiences
measured in the 1000s
Mapping the Player Journey
Our branching, nonlinear journey map helped us understand the different paths players’ careers can take and how their relationship with the NFLPA changes over time.
Personalization
We leaned into personalization to ensure that every player, regardless of career stage or situation, was reflected in the digital experience.
Power in Numbers
In the first four months after launch, it saw a 21% increase in user logins. Additionally, 74% of NFL players who did log in to their profile returned multiple times.
21%
Increase in user logins
A+ Performance
After launch, we helped the NFLPA make its site a true hub for fans and players alike—especially during high-traffic moments. When the 2024 NFL Player Team Report Cards dropped, the site handled 10.8 million requests in 24 hours while giving the NFLPA team new flexibility to manage and build dynamic content with ease.
10.8m
Requests in 24 hours
“The level of thoroughness, communication and expertise was phenomenal.”
Stephanie Blackwell, NFL Players Association
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