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Key Design Functionalities


1. UI/UX Design System

  • Atomic Design Approach for scalability and consistency across components.

  • AFL-branded UI Kit ensuring alignment with official digital products.

  • Multi-product Design System Documentation Extensive design ecosystem with more than 4000 items, documented and aligned with two other future release products.

  • Multi-platform design system ensuring iOS, Android and responsive web support of native UI functionalities.


2. Responsive & Adaptive Design

  • Fully responsive layouts optimised for different breakpoints across web, tablet and mobile.

  • Adaptive UI elements for various screen sizes, ensuring seamless cross-device experience.

  • Optimised touch interactions for mobile usability.


3. Interactive Draft Board & Live Updates

  • Real-time draft board with visual hierarchy for easy tracking.

  • Dynamic drag-and-drop functionality for player selection.

  • Live updates with animations to reflect turns, draft picks, trades, and team changes.


4. Data Visualization & Player Insights

  • Infographic-style stats presentation for player comparisons.

  • MUI Heatmaps, charts, and performance graphs integrated into the UI.

  • Tooltips and hover states for detailed breakdowns of player history and projections.


5. AFL ID & SSO User Flows

  • Seamless onboarding experience with step-by-step guidance.

  • SOO - AFL ID integration with clear sign-in/sign-up flows.

  • Error handling & validation UI for login issues and user support.


6. Gamification & Engagement

  • Medal Reward System with animations to encourage participation.

  • Progress indicators for team selection, league participation, and achievements.

  • Win probabilities and score projection features

  • Customisable team branding options (league name, logos, and avatars).


7. CMS-Driven Content & Personalization

  • Dynamic UI elements that adjust based on real-time AFL data.

  • Personalisation of dashboards based on user preferences and activity.

  • Modular content blocks for league news, player updates, and expert insights.


8. Notifications & Real-Time Feedback

  • Push notifications & in-game alerts for live drafts, trades, picks, and match updates.

  • Toast messages and micro-interactions for instant feedback.

  • Sound and haptic feedback options to enhance immersion during live drafts.


9. Accessibility & Compliance

  • WCAG 2.1 AA-compliant design for inclusivity.

  • Keyboard navigation & screen reader support for enhanced usability.

  • High contrast and colorblind-friendly themes for accessibility.


10. Seamless App Integration

  • Unified design language for consistency between web and mobile.

  • Intuitive bottom navigation for mobile-first design.

  • App shortcuts for quick access to draft room, team management, and league dashboard.


Next Steps & Considerations

  • User Testing & Iteration: Conduct usability testing to refine interactions.

  • Performance Optimization: Ensure smooth animations and lightweight assets.

  • Launch Readiness: Align UI rollout with backend development milestones.

UX/UI | Free to Play | Design System | Product Design | Micro-animation | Branding | Product Management | Interactive Prototype

AFL Fantasy Draft

2025

https://fantasydraft.afl.com.au/

144+

Successfully resolved tasks (issues) in the last two years 

406

Average of productivity hours per quarter achieved in the last two years

88%

Accuracy rate in task estimation, ensuring projects are delivered on time, as per velocity reports.

29

Products delivered in the last quarter

Role: Lead Product Designer

Designer Tools: Figma, Photoshop, After Effects, Illustrator, Figjam, Jira

Responsibilities: UX research, conceptualisation, brainstorming, user flows, UX wireframing, Design Strategy, Design system documentation, UI design, interactive prototype, micro-animation, design sign-off, testing, and design review. 


Unique Selling Points (USPs): Officially licensed AFL game, ensuring the most accurate and up-to-date player data. Seamless integration with AFL's existing digital platforms for a cohesive fan experience. Live draft functionality mimicking the excitement of the real AFL draft. Tailored content, including AFL news, updates, and insights directly within the game. 


Design Principles 
  • Intuitive Interface: A user-friendly experience catering to both new and experienced players. 
  • Visual Identity: A modern design that incorporates AFL branding and team aesthetics. 
  • Accessibility: Ensure smooth gameplay across multiple devices, including mobile, tablet, and desktop. 


Success Metrics: User engagement rates (e.g., average session length, daily/weekly active users). League creation and participation statistics. Retention rates across the AFL season. Positive feedback and ratings on app stores and social platforms. 


Launch Plan: 
  • Pre-Launch 20.12.24: Marketing campaign via AFL channels and social media. Early access to select AFL members for testing and feedback. 
  • Launch 1.0 01.02.25: Go live on web/ responsive web. Testing and Q/A stages are still ongoing. 
  • Launch 2.0 07.02.25: Launch on Apps, Apple store and Google Play.
  • Post-Launch 06.03.25: Introduce new features and content throughout the season based on user feedback. Partner with AFL for exclusive in-game content and promotions. 


Conclusion: 
The AFL Draft Official Game aims to become the go-to fantasy platform for AFL fans by blending strategic gameplay, real-time interactions, and official AFL branding. By delivering an engaging and authentic experience, the game has the potential to deepen fan connection to the league while introducing new audiences to the sport.
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