Sky TV Repack
Repositioning Sky’s entertainment proposition for growth
Role
Digital experience design
Client
Sky
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.
Background
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.
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.
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.
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.
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.
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