The Green Bay Packers

The Green Bay Packers

The history and legacy of the Green Bay Packers is that of football royalty. The franchise is the oldest and most storied franchise in the National Football League, and its die-hard supporters have brought fandom to a whole new level.

Recognizing the massive opportunity to better serve every single Packers fan across the globe, the Packers came to Code and Theory to help create a world-class mobile experience that would become an extension of the team itself.



Content is the Star

Aside from its fiercely loyal audience, the Packers had built up a tremendous archive of digital editorial content, from long-form journalism to high-impact photography and video.

The sheer volume of content presented a unique opportunity for the team to rethink how to organize and prioritize it on mobile for every fan. To complement that impressive archive, the Packers’ editorial team produces and publishes up-to-the-minute news and feature narratives about the current season, every single day.

The solution was to create a simplified user experience that was flexible enough to respond to the real-time goings on of the team, the players, the season, and the fans. The site experience also had to map directly to the behavioral cycle fans express when they follow a team.

As we re-architected the entire mobile site from the ground up, our guiding question was: How do we give fans what they’re looking for, exactly when they want it?


A Responsive Philosophy

Our responsive philosophy manifested itself in a number of UX design features and functions, including:

A "Smart" Homepage

The homepage was redesigned to update throughout the week, prioritizing the most important content Packers fans need to know. It would contain the most relevant content for that particular time of the week. For example: an up-to-the-minute news feed on game day, or the official post-game recap on the following day.


More Context

In the new mobile site, content was the star of the experience. For example, the redesigned News feed includes “story arcs,” which are packages of content selected by the site editor to give users more context behind the big story. In the new mobile site, editors helped fans more easily connect the dots behind a team rivalry, or the history of the Packers’ coldest games on record.


Never Settle

The new mobile experience set the standard for how the Packers communicate with its fans on the go.

Designed for Packers fans by Packers fans, the end result went far beyond an aesthetic facelift— creating a high-engagement web experience focused on providing what fans want in the moment.

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