Enhanced Replays for Thursday Night Football (TNF)

Project Goal:

To  deliver a new immersive sports replay experience that will enhance key plays with deeper analysis and insights derived from in-game team and player performance data as part of the X-Ray experience from Prime Video.

Project Deliverables:

Wireframes, high-fidelity mocks, design specs, assets, motion prototypes, UX QA

Summary:

As UX lead for X-Ray, I worked side-by-side with my product and engineering teams to design, implement and deliver an enhanced replay experience for Prime Video's coverage of Thursday Night Football (TNF). These replays would live within the live X-Ray experience across multiple platforms including FireTV, mobile and tablet devices (Android & iOS), and the Web. For the 2020 season, we launched the first version of our real-time replays that included in-depth insights from the NFL's Next Gen Stats (NGS). Then for the 2021 season we added our first on-screen enhancement called player spotlight. Player Spotlight uses computer vision and machine learning (CV/ML) to upgrade replay clips by identifying, highlighting, and tracking the ball carrier throughout the play using an on-screen overlay (seen as a glowing ellipse around the player’s feet), enabling customers to easily follow the fast-paced action from beginning to end. 

My responsibilities were for the end-to end design of the replay UX across all platforms, including componentized NGS widgets, visual look and feel, player spotlight shape/color and animations. 

Enhanced replays with player spotlight are currently available on all TNF games through Prime Video on FireTV, Android & iOS phones and tablets, and web browsers.