Digital Product Experience Lead

ABOUT US

As an organisation, the AFL works tirelessly in all states and at all levels to enhance and grow the game – from grassroots to elite. Together, we put on the game, deliver important events, communicate with our fans, run community programs, develop coaches and umpires, collaborate with partners, delight members, support clubs and so much more. While our roles may vary, we are all united by a common goal, to progress the game so that everyone can share in its heritage and possibilities.

The AFL is committed to promoting and protecting the safety and wellbeing of children and young people in our care. Please note, we undertake several screening processes to ensure this commitment is upheld, this includes ensuring the successful candidate to this position holds a valid employee Working with Children/ Vulnerable People check and a satisfactory criminal history record check.

We are an Equal Opportunity employer and firmly believe that diversity and inclusion is an important part of both the AFL and the communities in which we operate. Our game is for everyone, and we strive to be a workplace for everyone.

Aboriginal and Torres Strait Islander peoples are encouraged to apply.

ABOUT THE ROLE

The Digital Product Experience Lead is responsible for elevating digital fan experiences across AFL’s digital platforms. Leading the Growth pillar of the product vision, the role focuses on engaging more fans more often by championing user-centred design, seamless journeys, and insight-driven decision-making.

This role works hands-on with product, operations and UX teams to shape digital flows, make research informed design decisions (quant, qual), usability testing, and ensure product experiences are accessible, frictionless, and engaging. You will champion continuous iteration and collaborate closely with marketing, fan engagement, data teams and external agencies to integrate insights and bring the fan perspective into the product development process. The Digital PX Lead will champion continuous learning within product teams by embedding simple, scalable discovery practices—such as regular fan touchpoints and ongoing insight sharing.

You’ll work closely with product, marketing, operations, fan engagement, and data teams, and be supported by one direct report (UX Designer) as well as research and CX/UX agencies where needed.

A DAY IN THE LIFE OF

Key Accountabilities:

•  Conduct usability testing and concept validation to improve product flows and reduce friction.
• Map key user journeys across AFL platforms and prototype improvements to ensure clarity, consistency, and engagement.
• Utilise synthesised insights from multiple feedback channels (e.g. app store, email, voice-of-fan panels) into advocacy for the fan perspective in product decisions and drive the necessary change.
• Collaborate with UX, product, and external design teams to optimise key flows including onboarding and logged-in experiences.
• Lead iterative testing and gather feedback through targeted human centred design sessions, surveys, and user panels.
• Collaborate across the digital product team to embed fan feedback loops throughout the product lifecycle—especially during early exploration and prioritisation stages.
• Translate product and marketing goals into practical UX solutions, including copy, UI structure, and interactions.
• Provide UX support for fan-facing initiatives like loyalty—translating broader audience research questions into actionable product enhancements.
• Support digital content and fan engagement strategies by ensuring product design aligns with tone, brand, and user expectations.
• Work cross-functionally to measure segmentation and engagement strategies and use insights to inform personalised and effective product experiences.
• Ensure teams first understand the right problems to solve, then invest in validating and testing the right solutions.
• Promote a culture of learning by encouraging experimentation, rapid feedback, and data-driven iteration across teams.

• Manage and mentor a UX Designer, and scale delivery through external agencies where required.

OUR IDEAL TEAM MEMBER

Core Competencies:

• Deep experience in digital product design, UX improvement, and usability testing across digital platforms.
• Strong skills in journey mapping, prototyping, concept iteration and optimising onboarding and logged-in user experiences.
• Proven ability to translate research insights and digital engagement measurement into impactful design thinking solutions aligned with business goals.
• Confident facilitating concept validation, user feedback sessions, and usability testing.
• Experienced in UX writing with a clear, accessible style and consistent tone.
• Familiarity with Figma, Dovetail, Miro, and other research and design tools.
• Effective communicator and presenter, able to engage both technical and non-technical stakeholders.
• Collaborative approach to working across marketing, loyalty, commercial, product, and data teams.
• Experience managing agency partners or contractors to deliver high-quality design and research work
• Experience applying VoC insights within product design, in collaboration with operations or insights teams.

Thanks for reading this far! Please include a cover letter with your application. We want to read who you are, why you think this job is a great fit, and why the AFL feels right for your next move.

OUR CULTURE

Please visit www.afl.com.au/careers/our-organisation

THE PERKS

• Play The Day Your Way – a flexible approach to your working life
• My Development – lean into the AFL’s My Development program consisting of on-the-job training, coaching and mentoring, and formal learning
• Play Well – access to our extensive Health and Wellbeing program centered around our belief in a healthy body, healthy mind, and healthy workplace
• My Benefits – with thanks to our AFL Corporate Partners, access great benefits and discounts
• AFL Silver Memberships – permanent team members can access AFL matches at Marvel Stadium and the MCG, enjoy and share the experience of our game with your family and friends!

Applications Close: 2 May 2025