NUGGYS
Building the better way to Football
WHAT IT IS
Nuggys is an AI-powered platform that delivers personalized NFL highlights based on each fan’s interests, while turning passive viewing into active participation.
PROBLEM
Following the NFL has become increasingly fragmented. Broadcasting rights, platforms, and schedules make it difficult for fans to stay connected to the moments they actually care about.
EMBEDDED INTELLIGENCE
AI was introduced as an intelligence layer to reduce friction and increase depth.
- _ Fans want instant context
- _ Manual navigation slows down engagement
- _ Personalization must scale beyond static feeds
Insight
Fans don’t just consume highlights, they interpret them. Debate, validation, and collective opinion are core to sports culture.
Solution
NUGGYS integrates structured interaction directly into the highlight layer through call challenges and weekly voting systems. Essential context is surfaced without obstructing playback, keeping participation frictionless.
Outcome
Moments become interactive nodes within the ecosystem — shifting the experience from passive viewing to active participation.
DESIGN RATIONALE
Every element is designed to reduce steps between intent and content. Watch, understand, and ask for more instantly.
- _ Video-first Content leads, UI recedes
- _ Personalized feed "For You" page reduces search & speeds discovery
- _ Instant clarity Essential context without blocking playback
- _ Temporal control Clear week + sort keeps navigation simple
- _ Embedded AI NUGZ is always accessible & not intrusive
DESIGN LANGUAGE + BRANDING
NUGGYS' visual identity balances bold simplicity with functional precision, creating a recognizable system that scales seamlessly across product, marketing, and social touch points.
EARLY STAGE
The initial phase centered on reverse-engineering current AI behavior. I analyzed common prompt structures, built a prompt library based on likely user inputs to NUGZ, and evaluated typical AI response quality. This process revealed optimization opportunities in contextual accuracy, tone, and relevance. Insights from this research directly informed NUGZ’s refinement, alongside parallel explorations in business strategy, user flows, and wireframe development to ensure system-level cohesion.
INTERFACE TO WORKING SYSTEM
A SwiftUI prototype enabled simulation of dynamic content ranking, contextual prompts, and multi-state interactions beyond static mockups.
The working interface allowed testing with users to evaluate friction points, response timing, and behavioral clarity within a functional interaction model.
REFLECTION
What began as a personal frustration revealed a broader behavioral gap, driving focused research, structured exploration, and deliberate execution.
Next iterations would focus on deeper personalization signals, predictive highlight surfacing, and live game integration.
This project represents a shift from static viewing to intelligent interaction. By embedding AI as infrastructure rather than feature, the experience moves closer to how fans naturally think—curious, reactive, and context-driven. The future of sports consumption is not more content, but smarter access to it.
Nuggys is an AI-powered platform that delivers personalized NFL highlights based on each fan’s interests, while turning passive viewing into active participation.
2025
- PRODUCT DESIGN
- AI STRATEGY
- INTERFACE DESIGN
- BUSINESS STRATEGY
- MOTION SYSTEMS
- NFL CONTENT DESIGN