Sky — A new online shop
Head of Design, Online Sales // Art Director
2015
Background
Sky’s existing online shop had two product sections: one for showcasing and another for sales. Both primarily targeted prospective customers, while a third section covered 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. A complete redesign was needed.
Disciplines
Art Direction
User Experience
Visual Design
User testing
Approach
The project kicked off with several stakeholder workshops, cutting and restructuring the site content. Based on the new information architecture, wireframes and visual design concepts I developed were user tested and improved. After I presented the final concepts to Sky’s CEO, getting his approval, we went into production. A new responsive, personalised and accessible shop was created 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 going forward.
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