It’s that time of the year folks and it doesn’t get any better when my two favorite things in the world are combined into some arbitrary blog post discussion – football and website design.

Yep – today, we’re going to break down the ESPN fantasy football website to demonstrate the how important it is to clearly define UX when considering website design.

So – without further ado, let’s tear apart the ESPN website design.

SEO Fort Collins

How Bad UX Design Cripples Sales












Here’s my take on what’s working for the page design. It’s clearly an ESPN brand, and for the visual consumer – we have three distinct choices from which to choose a different fantasy football experience. Having said that – I have several question marks – and for a consumer who might actually use this product or service – that’s not good. I’m already having doubts about my level of happiness. Will I be forced to pay for additional services that impact my experience? Will I be forced to pay if or when I reach the playoffs? So many questions prevent me from making a buying decision.

But the big question mark is – how much is it to play? I’m really having a difficult time finding a price point on this site within the first second or two of landing here. In this economy everyone is obsessed with pricing yet – ESPN buried it! The most important selling point appears in the banner copy – then again below the ‘call to action’ in light gray. It’s barely visible when I do a ‘squint test’. I personally would have made that scream off the page in a similar red as the buttons for the purposes of cognitive association. Umm, not good. Secondly – there’s a lot of wasted space in the banner where the video could have been used to sell this experience. But – what we’ve got here is a tiny video that’s buried under the more prominent funnels and I’m a little confused as to whether or not it’s a video. The video ‘play button’ is in a place I would not normally see it – so, again – question marks.

All these question marks add up – and prevent me from being able to make a decision. Not whether or not I’ll be playing fantasy football this year – because I will be, but whether or not I’ll be using ESPN or heading over to the site.

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