Redesign of the top fantasy football analytics and forecast platform

Media & Sport
/  iOS · Android · Responsive web
Our Contribution
  • UX strategy
  • Web site design
  • User testing
  • Mobile app design
  • 7 months
  • (January 2018 - July 2018)

4for4, being a leading web-based fantasy football research, analysis, and information resource for the last 15 years, partnered with The Gradient to bring a new digital experience to its users.

To make sure the redesign will be embraced by the site’s 250k unique monthly users we involved 4for4 fans and loyal users into the design process from the early days. Through a series of interviews, workshops, and card sorting sessions we came up with a completely new design framework that provides a great experience across any device that leads to higher conversion, especially on mobile.

We also helped 4for4 to design their new mobile app for in-season stats and news.

“The Gradient has gone more in-depth into usability, user roles, and UX than any other design firm I know.”
Josh Moore, Founder at 4for4

Magazine like approach

4for4 is not a typical news portal. First, it has different types of content, varying from recent news about players to long analytical articles to data-heavy tools and player rankings that update daily. Second, the content updates depend on the game days. To optimize experience around the content, we came up with the magazine cover approach for the home page with the most important updates pinned on top of the page during the game week, while the rest of the updates are shown in the feed with the ability to filter by content type.

Data heavy design

As almost half of the audience (43%) use the website on mobile devices, we created a fully responsive data representation framework to provide the best experience of using information-heavy analytical tools on any device.

Designed for conversion

4for4 is a subscription-based business. To increase the number of subscribers, we first created several seasonal landing pages to bring more traffic. Next, we optimized the plan selection page to help customers make decisions about plans easier, as well as optimized the checkout flow from mobile devices. As a result, we saw almost a 2x increase in conversion rate within a year after the launch.

League sync app

We also designed a mobile app that allows subscribed users to quickly import fantasy football league rosters and get recommendations on their lineup. Also, we incorporated the handiest part of editorial content from the website into the app to help users make better decisions on players in one place.



New users in a year after the launch


Conversion rate increase during pre-season


Mobile traffic conversion increase

Let's get in touch

Interested in media or sports design experience?
Get in touch to find out what we can do together.
Drop us a line to hello@thegradient.com

More case studies