AFL Fantasy

Research

To better understand user behaviour, I conducted a mix of:

• A structured interview with our most engaged AFL Fantasy users, conducted in two invitation waves over a two-week period, resulting in over ~5,500 responses from 7,000 invitations.

• A lightweight survey (n=42) distributed across fantasy communities on reddit, podcasts, and social media.

• Competitive analysis of ESPN Fantasy and SuperCoach.

  
  

Key Insights:

• Decision paralysis is a core pain point

Users felt overwhelmed by too many stats and conflicting opinions.

→ “I spend more time second-guessing than actually making changes.”

• Users rely on external tools and communities

Many players cross-reference Reddit, Twitter, or spreadsheets before making moves.

→ Indicates a lack of trust or clarity within the product itself.

• Weekly engagement drops after poor performance

Users who had a “bad round” were less likely to return the following week.

→ Emotional friction impacts retention.

Opportunity:

Produce a design system that reduces cognitive load, surfaces relevant insights at the right time, and reinforces user confidence in their decisions.

Design Process

I structured the experience around the core weekly loop:

Review → Decide → Act → Reflect

Early wireframes explored multiple directions for presenting player data:

• Option A: Data-heavy dashboard (appealing to expert users)

• Option B: Simplified, recommendation-driven UI

  
  

Trade-off:

• Data-heavy views increase control but overwhelm casual users

• Simplified views improve clarity but risk reducing trust for advanced players

Decision:

I chose a progressive disclosure approach:

• Surface key insights upfront (e.g., player profile, projected score)

• Allow users to drill into detailed stats on demand

This balanced usability for casual users while preserving depth for experienced players.

Solution

The final solution shifts the experience from a data-heavy interface to a decision-support system.

1. Smart Player Cards

Surface the most relevant metrics (form, average, trend) to reduce scanning and comparison time.

→ Helps users quickly evaluate players without feeling overwhelmed.

2. Guided Trade Flow

Introduces side-by-side comparisons and clear performance indicators.

→ Reduces decision paralysis and increases confidence.

3. Contextual Insights

Provides relevant information at key moments (e.g., before confirming trades).

→ Minimises the need for external research.

4. Simplified Weekly Experience

Structures the journey into clear steps: review, decide, and confirm.

→ Reduces friction and improves usability.

Outcome

The experience becomes more intuitive, helping users make faster, more confident decisions while maintaining depth for advanced players.

Launch & Delivery

• Pre-Launch (19.12.25): Marketing campaign across AFL channels and social platforms, with early access for select AFL members

• Launch 1.0 (12.03.26): Web and responsive web release, with ongoing testing and QA

• Launch 2.0 (19.02.26): Mobile app launch on Apple App Store and Google Play

• Post-Launch (26.03.26): Continuous feature rollout driven by user feedback and AFL partnerships