Sky TV Repack
Repositioning Sky’s entertainment proposition for growth
Client
Sky
Role
UX/UI Design + Brand + AI
Outcomes
Within two weeks, conversion rose from 2.5% to 2.9%. Essential TV customers showed higher attach rates for Cinema and Sports, more customers, and a positive lift to ARPU.
Within two weeks, conversion rose from 2.5% to 2.9%. Essential TV customers showed higher attach rates for Cinema and Sports, more customers, and a positive lift to ARPU.
+7.7% uplift in Essential TV uptake.
+7.7% uplift in Essential TV uptake.
+7.7% uplift in Essential TV uptake.
Background
The goal: reposition Sky’s entertainment proposition to communicate value clearly, make it easier for customers to compare packages, and create excitement around Sky’s content. From a business angle, increase SOIP sales and drive higher value per customer through better attach rates for premium add-ons.
Sky was in an increasingly crowded streaming market, losing ground to cheaper, ad-funded rivals. With its only entertainment package starting at £26/month, customers struggled to see the value, and had no affordable way in.
The goal: reposition Sky’s entertainment proposition to communicate value clearly, make it easier for customers to compare packages, and create excitement around Sky’s content. From a business angle, increase SOIP sales and drive higher value per customer through better attach rates for premium add-ons.
Sky was in an increasingly crowded streaming market, losing ground to cheaper, ad-funded rivals. With its only entertainment package starting at £26/month, customers struggled to see the value, and had no affordable way in.
To stay competitive, Sky needed to reposition its entertainment offer and add a more accessible entry point.
To stay competitive, Sky needed to reposition its entertainment offer and add a more accessible entry point.
The focus
My role: define and design the full digital experience. Working with product and commercial teams, I turned strategic goals into a clear customer story, positioning Sky Essential TV as the accessible way into the wider Sky ecosystem.
My role: define and design the full digital experience. Working with product and commercial teams, I turned strategic goals into a clear customer story, positioning Sky Essential TV as the accessible way into the wider Sky ecosystem.
The experience had to communicate value at every stage: simple comparison tools, touchpoints that made package differences clear without overwhelm, and editorial space to bring the content to life.
The experience had to communicate value at every stage: simple comparison tools, touchpoints that made package differences clear without overwhelm, and editorial space to bring the content to life.
Adding motion to the hero
The hero didn’t need to move, but we wanted it to. A new product deserved some excitement on the page, and motion is the fastest way to pull a customer’s eye to the thing you most want them to see.
There was no animated asset, so I generated one from the existing static image using AI, enough to show the intent and get the idea agreed internally.
It was always a placeholder. Brand wouldn’t have signed it off for live, and it would have been replaced before launch. But it made the idea visible at the point it needed to be.
The hero didn’t need to move, but we wanted it to. A new product deserved some excitement on the page, and motion is the fastest way to pull a customer’s eye to the thing you most want them to see.
There was no animated asset, so I generated one from the existing static image using AI — enough to show the intent and get the idea agreed internally.
It was always a placeholder. Brand wouldn’t have signed it off for live, and it would have been replaced before launch. But it made the idea visible at the point it needed to be.
Testing
To validate the direction, we A/B tested a comparison table on the TV Base Pack page, helping customers see how Essential TV differed and where its value sat as a low-cost entry point.
To validate the direction, we A/B tested a comparison table on the TV Base Pack page, helping customers see how Essential TV differed and where its value sat as a low-cost entry point.
Result. A +7.7% uplift in Essential TV uptake. Clearer structure and comparative framing didn’t just improve comprehension. It changed behaviour.
Result. A +7.7% uplift in Essential TV uptake. Clearer structure and comparative framing didn’t just improve comprehension. It changed behaviour.
The outcome
We watched the soft launch closely. Within two weeks, conversion rose from 2.5% to 2.9%, and Essential TV customers showed higher attach rates for Cinema and Sports, confirming the proposition was pulling in more customers and lifting ARPU.
We watched the soft launch closely. Within two weeks, conversion rose from 2.5% to 2.9%, and Essential TV customers showed higher attach rates for Cinema and Sports, confirming the proposition was pulling in more customers and lifting ARPU.
Addendum
The idea we shelved, built with AI
The pages worked, but they asked something of customers we never resolved: recognise these titles. Most people know one in four. For the rest it’s a poster and a name, so they leave to find out. Google, YouTube, a review site. The research meant to sell the package happens somewhere that isn’t the package.
I wanted to keep it inside the journey. Tap a title and it opens in place: trailer, synopsis, cast, related titles. Follow an actor into something else and go a layer deeper again. The question shifts from “do I want this programme” to “how much is on here that I’d watch”.
It was a sketch at the time. Building it needed a sprint we didn’t have for something nobody had asked for yet, so we agreed to come back to it and never did.
The pages worked, but they asked something of customers we never resolved: recognise these titles. Most people know one in four. For the rest it’s a poster and a name — so they leave to find out. Google, YouTube, a review site. The research meant to sell the package happens somewhere that isn’t the package.
I wanted to keep it inside the journey. Tap a title and it opens in place: trailer, synopsis, cast, related titles. Follow an actor into something else and go a layer deeper again. The question shifts from “do I want this programme” to “how much is on here that I’d watch”.
It was a sketch at the time. Building it needed a sprint we didn’t have for something nobody had asked for yet, so we agreed to come back to it and never did.
The channels browsing worked, but they asked something of customers that we never resolved: recognise these titles. Most people know one in four. For the rest it’s a poster and a name — so they leave to find out, to Google, YouTube, a review site. Some come back. The research that was meant to sell the package somewhere that isn’t the package.
I wanted to keep that inside the journey. Tap a title and it opens in place — trailer, synopsis, cast, and related titles from across the Sky ecosystem. Follow an actor into something else, and go a layer deeper again. The question shifts from “do I want this programme” to “how much is on here that I’d watch”, which is the question a package page wants asked.
It was a sketch and a conversation at the time. Building it properly needed a sprint we didn’t have for something nobody had asked for yet, so we agreed to come back to it and never did — the right call then, and I’d make it again.
The idea we shelved, built with AI
Addendum
I’ve built it since, using AI. The design already existed, so the concept went straight on top of it, twenty minutes rather than a sprint. Several of my assumptions about the interaction turned out to be wrong, which I’d only have found by sitting with it.
That’s the part that stays with me. At the time, an idea like this had to survive a capacity conversation before anyone could see it. Now it doesn’t.
I’ve built it since, using AI. The design already existed, so the concept went straight on top of it — twenty minutes rather than a sprint. Several of my assumptions about the interaction turned out to be wrong, which I’d only have found by sitting with it.
That’s the part that stays with me. At the time, an idea like this had to survive a capacity conversation before anyone could see it. Now it doesn’t.
ALWAYS THINKING…ALWAYS LEARNING…ALWAYS CREATINg
ALWAYS THINKING…ALWAYS LEARNING…ALWAYS CREATINg
…SOMETHING
…SOMETHING
ALWAYS THINKING…ALWAYS LEARNING…ALWAYS CREATINg
ALWAYS THINKING…ALWAYS LEARNING…ALWAYS CREATINg
…SOMETHING
…SOMETHING