Sky — A new online shop
Head of Design, Online Sales // Art Director
2015
Background
Sky.com used to have two product sections: one for showcasing, another for sales. Both primarily targeted prospective customers, there was a third section covering existing customer upgrades. With hundreds of pages and lots of duplication it was difficult for users to find what they were looking for. The site was also not responsive, a third-party run mobile site was underperforming.
Approach
We kicked off with several stakeholder workshops cutting and restructuring the site content. We then developed and user tested wireframes and visual design concepts which I presented to the CEO who gave his approval. We created a new responsive, personalised and accessible shop with simplified journeys, allowing users to fully immerse themselves in each section, focusing on the task at hand.
Result
Our new information architecture cut navigation links by 67% and page numbers were greatly reduced, streamlining the CMS. The new premium look and feel allowed content, products and campaigns to breathe, and set the new visual standard for sky.com. The launch resulted in a 12% increase in desktop and tablet sales plus doubling mobile sales.
“You helped deliver the best results in the history of Sky”
— Stephen van Rooyen, CEO, Sky UK & Ireland