Franchise Difficulty

So when I started my franchise, I could not for the life of me find the difficulty setting.. I used the cowboys as I always do online and offline..

My first season I went 16-0 and won the superbowl, and Im a fairly good player but there has to be a way to increase the difficulty because I didnt feel very challenged at all throughout the season...

Thanks!

Any way to change the difficulty??

You change the difficulty at game time
Same place you change uniforms, playbooks etc
Second screen hit RB or LB to cycle through