TV repack
Industry
media and entertainment
Client
Sky
year
2024
TV repack
Industry
media and entertainment
Client
Sky
year
2024
Background
The goal of this project was to reposition Sky’s entertainment proposition in a way that clearly communicated its value, made it easier for customers to understand and compare package options and create excitement around Sky’s content. From a business perspective, the focus was on increasing SOIP sales and where possible, driving higher value per customer by improving attach rates for premium add-ons.
Background
The goal of this project was to reposition Sky’s entertainment proposition in a way that clearly communicated its value, made it easier for customers to understand and compare package options and create excitement around Sky’s content. From a business perspective, the focus was on increasing SOIP sales and where possible, driving higher value per customer by improving attach rates for premium add-ons.
Background
The goal of this project was to reposition Sky’s entertainment proposition in a way that clearly communicated its value, made it easier for customers to understand and compare package options and create excitement around Sky’s content. From a business perspective, the focus was on increasing SOIP sales and where possible, driving higher value per customer by improving attach rates for premium add-ons.
The Challenge
Sky was operating in an increasingly crowded streaming market, where competitors were gaining market share by offering lower-cost, flexible and ad-funded entertainment options. With Sky’s only entertainment package starting at £26/month, customers were struggling to see value and lacked affordable entry points. To remain competitive and meet evolving customer expectations, Sky needed to reposition its entertainment proposition and introduce a more accessible offering.
The Challenge
Sky was operating in an increasingly crowded streaming market, where competitors were gaining market share by offering lower-cost, flexible and ad-funded entertainment options. With Sky’s only entertainment package starting at £26/month, customers were struggling to see value and lacked affordable entry points. To remain competitive and meet evolving customer expectations, Sky needed to reposition its entertainment proposition and introduce a more accessible offering.
The focus
My role focused on defining and designing the full digital experience for the new proposition. Working closely with product and commercial teams, I translated strategic objectives into a clear customer-facing narrative that positioned Sky Essential TV as an accessible entry point into the wider Sky ecosystem.
A key part of this was ensuring the experience communicated value at every stage of the journey. I created simple comparison tools and touchpoints that allowed customers to easily understand the differences between packages and make confident decisions — without overwhelming them with detail.
Alongside this, I looked for opportunities to build excitement around Sky’s premium content by using editorial space, imagery and hierarchy to bring the entertainment offering to life and reinforce the value of upgrading with add-ons such as Cinema and Sports.
The focus
My role focused on defining and designing the full digital experience for the new proposition. Working closely with product and commercial teams, I translated strategic objectives into a clear customer-facing narrative that positioned Sky Essential TV as an accessible entry point into the wider Sky ecosystem.
A key part of this was ensuring the experience communicated value at every stage of the journey. I created simple comparison tools and touchpoints that allowed customers to easily understand the differences between packages and make confident decisions — without overwhelming them with detail.
Alongside this, I looked for opportunities to build excitement around Sky’s premium content by using editorial space, imagery and hierarchy to bring the entertainment offering to life and reinforce the value of upgrading with add-ons such as Cinema and Sports.
Testing
To validate the new design direction, we implemented an A/B test that introduced a comparison table directly within the TV Base Pack page. The aim was to help customers more easily understand how Sky Essential TV differed from other packages and highlight the value it offered as a low-cost entry point. By placing the comparison in context, we reduced the cognitive effort required to research options and removed unnecessary friction from the decision-making process.
The test confirmed the effectiveness of this approach, resulting in a +7.7% uplift in uptake of Essential TV. This demonstrated that clearer information architecture and comparative framing not only improved comprehension, but also positively influenced customer behaviour and conversion.
Testing
To validate the new design direction, we implemented an A/B test that introduced a comparison table directly within the TV Base Pack page. The aim was to help customers more easily understand how Sky Essential TV differed from other packages and highlight the value it offered as a low-cost entry point. By placing the comparison in context, we reduced the cognitive effort required to research options and removed unnecessary friction from the decision-making process.
The test confirmed the effectiveness of this approach, resulting in a +7.7% uplift in uptake of Essential TV. This demonstrated that clearer information architecture and comparative framing not only improved comprehension, but also positively influenced customer behaviour and conversion.
The outcome
The outcome
During the soft launch phase, we closely monitored performance to understand how customers were responding to the new proposition. Within the first two weeks, the conversion rate rose from 2.5% to 2.9%, indicating that the new experience and value messaging were resonating with users.
We also analysed attach behaviour to assess how the change impacted broader product engagement. Customers who chose Essential TV demonstrated noticeably higher attach rates for premium add-ons such as Cinema and Sports.
This uplift suggested a strong improvement in perceived value and confirmed that the new proposition was not only attracting more customers, but also contributing positively to ARPU.
During the soft launch phase, we closely monitored performance to understand how customers were responding to the new proposition. Within the first two weeks, the conversion rate rose from 2.5% to 2.9%, indicating that the new experience and value messaging were resonating with users.
We also analysed attach behaviour to assess how the change impacted broader product engagement. Customers who chose Essential TV demonstrated noticeably higher attach rates for premium add-ons such as Cinema and Sports.
This uplift suggested a strong improvement in perceived value and confirmed that the new proposition was not only attracting more customers, but also contributing positively to ARPU.
Background
The goal of this project was to reposition Sky’s entertainment proposition in a way that clearly communicated its value, made it easier for customers to understand and compare package options and create excitement around Sky’s content. From a business perspective, the focus was on increasing SOIP sales and where possible, driving higher value per customer by improving attach rates for premium add-ons.
The Challenge
Sky was operating in an increasingly crowded streaming market, where competitors were gaining market share by offering lower-cost, flexible and ad-funded entertainment options. With Sky’s only entertainment package starting at £26/month, customers were struggling to see value and lacked affordable entry points. To remain competitive and meet evolving customer expectations, Sky needed to reposition its entertainment proposition and introduce a more accessible offering.
The focus
My role focused on defining and designing the full digital experience for the new proposition. Working closely with product and commercial teams, I translated strategic objectives into a clear customer-facing narrative that positioned Sky Essential TV as an accessible entry point into the wider Sky ecosystem.
A key part of this was ensuring the experience communicated value at every stage of the journey. I created simple comparison tools and touchpoints that allowed customers to easily understand the differences between packages and make confident decisions — without overwhelming them with detail.
Alongside this, I looked for opportunities to build excitement around Sky’s premium content by using editorial space, imagery and hierarchy to bring the entertainment offering to life and reinforce the value of upgrading with add-ons such as Cinema and Sports.
Testing
To validate the new design direction, we implemented an A/B test that introduced a comparison table directly within the TV Base Pack page. The aim was to help customers more easily understand how Sky Essential TV differed from other packages and highlight the value it offered as a low-cost entry point. By placing the comparison in context, we reduced the cognitive effort required to research options and removed unnecessary friction from the decision-making process.
The test confirmed the effectiveness of this approach, resulting in a +7.7% uplift in uptake of Essential TV. This demonstrated that clearer information architecture and comparative framing not only improved comprehension, but also positively influenced customer behaviour and conversion.
The outcome
During the soft launch phase, we closely monitored performance to understand how customers were responding to the new proposition. Within the first two weeks, the conversion rate rose from 2.5% to 2.9%, indicating that the new experience and value messaging were resonating with users.
We also analysed attach behaviour to assess how the change impacted broader product engagement. Customers who chose Essential TV demonstrated noticeably higher attach rates for premium add-ons such as Cinema and Sports.
This uplift suggested a strong improvement in perceived value and confirmed that the new proposition was not only attracting more customers, but also contributing positively to ARPU.
TV Repack