I joined Bally Sports in August 2021, about 6 months after the rebranded company and products launched for the first time. The product org was incredibly small–—less than 10 members–—and we were the first ones hired to pioneer the new direct-to-consumer offering. The design team already had 2 junior members but with no processes, communication methods, tools, design system or principles in place.

For the first 6 months, my focus was split into 3 areas: putting in place team collaboration and design tool standards, establishing foundational elements of a robust design system, and recruiting talent with varying skills and experiences to round out our group. We brought on senior, lead and director level designers with skill sets ranging from UX/UI to motion and prototyping to design system expertise who were based across the US and in India. The group tackled screens and flows for the in-market products, while also looking to the future for elevated, premium user experiences.

Over the next 2.5 years, the product design team grew to 7 members ranging from interns to directors. They worked in 2 clusters——one focused on the DTC experience and revenue generating improvements, another focused on the consumer product experience that delivered on new features and capabilities worth subscribing to. We created robust new design systems across 3 platforms and almost a dozen devices, defined the product’s motion language, set attributes and qualities for game key art, and developed the visual identity of the company creative on walls and modals. All while collaborating with stakeholders across product, engineering, marketing, brand, partnerships and ad sales before gaining approvals from our c-suite and board members.

In October 2023, our products launched across the country.

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