NBC Universal: Merging Sports + Entertainment on Peacock

 “Case Study – Product Strategy, UX Leadership, Systems Thinking”

In 2021, NBCUniversal made a big bet — sunsetting the standalone NBC Sports app and migrating its vast content library into the main NBC entertainment platform. I was brought in to lead the product design efforts across 12 platforms (iOS, Android, Roku, FireTV, web, and more) to make this vision real.

The challenge

  • Auditing massive content ingestion pipelines built for the web

  • Syncing incompatible metadata structures into a unified taxonomy

  • Designing a UX that worked for die-hard sports fans and binge-watchers alike

Bring two very different content ecosystems — Sports and Entertainment — into one seamless, intuitive experience, without losing fans along the way. That meant—

 

What I led

🧩 Team Integration
I led the design re-org that merged the NBC Sports design team into ours, uniting disciplines, aligning standards, and building trust across coasts. This wasn't just a rebrand — we built a new team culture from the ground up.

📐 UX & Navigation Strategy
We developed a shared design language that allowed users to pivot effortlessly between genres, while honoring the distinct behaviors of each audience type.

📊 Testing & Insights
Our research confirmed it: sports fans don’t think like entertainment viewers. We built multiple content entry points, and emphasized filters like team, league, and schedule — all vital to the fan experience.

🛠 Prototyping at Scale
From high-fidelity wireframes to interactive comps, we validated the experience early across platforms. Every screen had to feel intuitive — whether on your phone or 10 feet away on a smart TV.

 

IMpact

This wasn’t just a facelift. This was a strategic platform shift that powered the successful streaming of Super Bowl LVIand the 2022 Winter Olympics in Beijing — with integrated sports content and editorial tools rolled out in stages, backed by a newly unified design system.