At Comcast, I led the design of Xfinity’s Sports Learn experience—a scalable content ecosystem that helped customers discover, understand, and engage with sports networks across leagues like MLB, NFL, and NBA.
The experience included a centralized sports landing page and a system of league-specific pages, each tailored to its respective brand while maintaining a cohesive product framework.
Led end-to-end design across the sports learn ecosystemXfinity offered access to a wide range of sports networks, but there was no cohesive way for fans to understand what was available or how to engage with it.
Each league brought its own brand system, content structure, and expectations—resulting in fragmented experiences that made discovery difficult and diluted the emotional connection fans have with their sport.
Designing across leagues introduced layered complexity:
I approached this as a system design challenge—creating a flexible framework that could scale across leagues while preserving what makes each sport distinct.
Designed modular templates that established consistency in layout, hierarchy, and interaction patterns while allowing for brand-specific expression.
Worked directly with league partners, including MLB, to align on visual direction, content tone, and brand compliance—acting as a bridge between external brand systems and internal product needs.
Structured each experience around how fans think—prioritizing clarity, reducing friction, and emphasizing what makes each league unique.
Balanced a shared system with flexible visual expression—ensuring cohesion without flattening brand identity.
Designed a layered experience:
Shifted from purely promotional content to experiences that clearly explained offerings and guided user decisions.
The final experience introduced a scalable sports ecosystem across two levels:
A centralized entry point that organized leagues into a clear, navigable structure—supporting discovery and comparison across offerings.
Dedicated pages that translated each league’s identity into a product experience—combining brand-aligned visuals, structured content, and clear pathways into viewing.
The system allowed Xfinity to scale new sports experiences efficiently while maintaining consistency and brand integrity.
This work reinforced the importance of designing at the system level—especially when operating across multiple brands, stakeholders, and content models.
By balancing structure with flexibility, I was able to create an experience that scaled efficiently while still feeling authentic to each league. Collaborating directly with partners like MLB also deepened my ability to navigate brand constraints while advocating for strong product outcomes.
This approach continues to shape how I design—focusing not just on individual screens, but on how experiences connect across a larger ecosystem.
