NBC Once In A Lifetime AR
- Feb 9, 2022
- 1 min read
Updated: Jun 8
Project: NBC Once In A Lifetime AR Client: NBC Sports Agency: STN Digital Production / Studio: Groove Jones
Creative Director: Karim Youssef Director: Nicole Steven Experience Strategy: Karim Youssef UX/UI Design: Karim Youssef
NBC Once In A Lifetime AR is a digital product experience for NBC Sports, built at the intersection of UX, interface design, and product behavior. The work needed a clear idea first, then enough craft and structure to make that idea read inside the format it was made for.
STN Digital shaped the agency context while Groove Jones carried production, giving the work a clean path from brief to finished asset.
On NBC Once In A Lifetime AR, Karim Youssef's work focused on the product beneath the surface: the concept, user path, interaction rhythm, and visual hierarchy that made the experience feel intuitive before it felt impressive.
The product thinking had to come before the polish. The system needed clear pathways, strong interaction logic, and a visual language that helped people understand what to do without slowing the experience down.
The result is a product experience that feels organized and intentional, built around user behavior rather than surface polish alone.
A lot of the work lives in the decisions you do not notice first: the hierarchy, the path through the experience, the timing of feedback, and the way the interface makes the idea feel easy to enter.
The media is arranged to show the product before the breakdown, so the interaction and visual system can be understood in context.
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