Case study · ESPN / Disney
Fantasy Auto
Teams
Innovating the fantasy pre-draft experience for our fans.
What if joining fantasy football didn’t require mastering the draft first? Auto Teams lowers the barrier, keeps the game moving, and lets people learn by playing.
Role
Product Design Team Lead
Timeline
2023 · four months
Platforms
iOS · Android
Tools
Figma · FigJam · Keynote · Photoshop
The opening
What it is · The challenge · The opportunity
What is Fantasy Auto Teams?
Computer-controlled teams fill a league with distinct play styles and personalities. They adapt to who they play, creating a more flexible and welcoming way into fantasy.
The opportunity
Create a more gamified experience, help new fans get introduced to fantasy, give people better ways to connect, and make it easier for commissioners to set up leagues.
The numbers
Fantasy players are the most valuable sports fans.
11.2M
ESPN Fantasy Football users
2.3M
Total fantasy football leagues
1.9M
Private fantasy football leagues
1.7M
Unique league managers
5×
Higher engagement than ESPN.com
2.5×
Higher engagement than the ESPN app
73%
Return users year over year
Fan empathy
The highs and lows of pre-draft
Create a league ✓
Onboarding ✕
Fill the league ✕
Schedule the draft
…what if there’s another way?
Discover
Requirements · Competition · Research
Here’s what’s required
Auto teams should be available on all breakpoints, feel intentional, and help a commissioner get from empty league to draft day.
We looked at gaming in general and at Chess.com’s CPU / AI play as a model for making computer-controlled opponents feel legible.
Key insights
Personality matters · Play your way
01
Auto team personality is important.
02
Users want flexibility to play how they want.
Design the assist
Fill the league · Meet the auto teams · MVP launch
The answer was not to hide the draft. It was to make the first step feel possible: fill the league with distinct teams, then let fans learn the rhythm of fantasy by playing against them.
The Strategist
A readable personality, a distinct play style, and a reason to keep playing.
The Rival
A readable personality, a distinct play style, and a reason to keep playing.
The Wild Card
A readable personality, a distinct play style, and a reason to keep playing.
The team
My role · Collaboration · Timeline
I led the initiative
I partnered with design, content, product, and visual design to turn a broad opportunity into a focused concept for ESPN Fantasy.
- Hugo — Product Design Team Lead
- Andre — Manager, Design
- Gabrielle — Content Designer II
- Chandler — Graphic Designer II
- Rolonda — Graphic Designer
- Rosie — Product Designer II
- Shaun — Senior Product Manager