NFL Shop

The first-ever, native mobile app experience for the NFL Shop.

The challenge

The NFL, along with most other major sports leagues, uses Fanatics exclusively to sell merchandise. While at Fanatics, I lead the mobile design team. At the time, the NFL did not have a stand-alone mobile app for purchasing league memorabilia or apparel. We were tasked with the awesome responsibility to design and launch the first NFL Shop mobile app on Android and iOS. Myself and my co-worker, Danny Lee, tag-teamed the design effort in collaboration with product managers, the iOS development team, the Android development team and the NFL. I oversaw the design through the full product life cycle, from concept to design to launch. The app is currently available in the Apple App Store and Google Play Stores, with thousands of reviews still holding strong above a 4.8-star average.

My contributions

Concept Designs
User Testing
Icon Design
Design System
Interactive Prototype
UX Design
Visual Design
Final Designs
Design Documentation
App Store Images
App Icon
Design Mentor

Tools & tech

iOS App
Android App


Jamison Hill

Design Lead

Daniel Lee

UI Designer

Brenden Lane

Product Manager

Carrie Whitehead

Creative Director

David Katz

VP Product

Leo Amos

Creative Director, NFL

Sports fans are visual people. We designed the app with a wide spectrum of ways to view, consume and interact with their favorite team's gear.

Team branding is the most valuable asset you have when appealing to the interests of sports fans. The team pages adapt to the look/feel of each team, offering an experience that's custom to their team.

Fanatics has the unique ability to sell not only NFL gear, but also gear for other leagues and teams. Within the app, fans can jump from football to hockey in just a few clicks.

Rather than be an undesirable barrier between the fans and their gear, we radically simplified and streamlined the checkout process. Fans could get in and out with their gear faster than ever.

I had the privilege of designing new, platform-specific system icons for the NFL Shop. Each icon was hand crafted to feel native to their respective platforms and improve the user's navigation through the app.

Along with a stand-alone NFL Shop app, the app acted as a whitelabel-able experience to be embedded into stand-alone professional sports team apps.

As the world becomes increasingly more mobile, mobile user experience becomes a necessity rather than a luxury. I am honored to hang my hat on the work myself and the design team did creating a truly delightful NFL Shop app experience.

Design process:

Mobile App Design Process

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