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12,700,000+
TV customers
6,000,000
Sky Sports customers
1,400,000
Customers outpriced
Sky page
Sky page

My Role

Supported product launch: Helped launch a new, more affordable Sky Sports offering designed to reach a broader audience.

Led research and analysis: Conducted extensive user research and data analysis to deeply understand customer needs and guide product direction.

Designed user journeys: Created end-to-end customer journeys that successfully aligned user expectations with business goals.

Collaborated across teams: Worked with cross-functional teams to develop and refine features, ensuring seamless integration into existing Sky TV platforms to enhance the user experience.

Sky page
Problem Statement

Problem statement

As high subscription costs and a confusing purchasing experience increasingly drove sports fans toward illegal streaming alternatives, Sky Sports faced a critical threat to customer retention. To combat this churn and win back viewers, the objective was to introduce a more affordable pricing model and completely streamline the end-to-end buying journey, ensuring that pricing and value were transparent, straightforward, and accessible to a broader audience.

1
Partnered with cross-functional stakeholders to align business goals with user expectations to help reduce customer churn.
2
Used user research and data analysis to pinpoint high pricing and complex buying journeys as key friction points.
3
Applied Sky’s existing design system to build consistent, new components for a transparent checkout experience.
4
Designed and delivered high-fidelity customer journeys that integrated seamlessly into existing Sky TV platforms.

Research

1
GATHERING INSIGHTS

To kick off the project, I facilitated a collaborative workshop with key stakeholders to gather insights and identify the primary pain points across the overall Sky Sports offering.

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Running a UX audit on the existing journey

To pinpoint friction in the buying process, I leveraged my UX skills and stakeholder insights to audit the existing Sky Sports purchase journey and identify key areas for improvement.

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Key Issues Summary

  • 1 Flow is too long: 5 distinct screens before checkout creates friction and drop-off risk
  • 2 Early sign-in disruption: Forcing users to sign in during the buy journey creates unnecessary friction and abandonment
  • 3 Too many decisions: Users face multiple complex choices across bundle selection, add-ons, and upsells
  • 4 Information overload: Initial screen presents too much content requiring excessive scrolling
  • 5 Unnecessary touchpoints: Separate upsell screen could be consolidated or removed entirely

Recommended Improvements

  • Remove early sign-in requirement - allow guest checkout and defer account creation to post-purchase
  • Consolidate screens 3 & 4 into a single bundle configuration step
  • Simplify initial product overview with progressive disclosure
  • Target: Reduce from 5 steps to 2 steps maximum
Competitor benchmarking

Competitor benchmarking

I ran a comprehensive competitor analysis, evaluating major streaming services like Virgin Media, EE, and NOW TV to understand their pricing models, content bundling, and user experience, which ultimately helped define our strategy for a more competitive and user-friendly Sky Sports offering.

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The process

To translate our foundational research into tangible solutions, I moved into the hands-on UX phase by brainstorming new design concepts, mapping out optimized user flows to reduce checkout drop-offs, and drafting early wireframes that visualized a significantly more intuitive and accessible experience for our customers.

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Deliverables

Deliverables

For the final delivery phase, I elevated our structural wireframes into polished, high-fidelity UI designs by thoroughly utilizing the existing Sky design system to build scalable components, ensuring strict brand consistency across the entire purchasing journey and facilitating a seamless, well-documented, production-ready handoff to the engineering teams for implementation.

deliverable

A major focus of this project was overhauling the checkout flow to resolve critical pain points around billing transparency. I redesigned how pricing was presented by breaking down complex bundled costs into clear, digestible line items so users knew exactly what they were paying for. To build trust and reduce hesitation at purchase, I introduced highly visible contract timelines that explicitly stated start and stop dates, along with the exact duration of specific product subscriptions. By clarifying these details, we ensured customers felt fully informed and confident before completing their transaction.

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Sky
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Learnings

To validate the new checkout experience, I conducted unmoderated testing via UserTesting.com. Participants were tasked with interpreting the pricing breakdowns and contract timelines within a prototype. The sessions confirmed that our redesigned layout successfully eliminated user confusion, providing actionable insights to fine-tune the final UI before development handoff.

Introduction

Hi, and thank you for participating in this research study. We’re exploring how people experience purchasing Sky Sports and other online. Your feedback will help us improve the process and make it clearer, smoother, and more enjoyable for future customers. Before we begin, here are a few quick tips to help get the most out of the session: • Find a quiet space with a stable internet connection • Make sure your audio is turned on so we can hear your comments • Please think out loud as you go and share what you’re seeing, expecting, and feeling • There are no right or wrong answers. We’re here to learn from your honest reactions • This study should take around 20 minutes

Tasks

  1. Imagine you currently are subscribed to Sky Sports and you are signed into your Sky.com account. You wish to add a Sky entertainment pack with the most channels and apps included to your basket. As you go through the prototype, you want to understand what’s included in the package, the pricing, difference between the entertainment packs and how this will affect your existing Sky Sports contract. Instructions • You’ll be interacting with a prototype, this is not a live website, so some areas may be simplified or non-functional. • Please proceed as you naturally would if this were your own account. While completing the task, please: • Speak your thoughts out loud as you go • Share what you're thinking, expecting, or feeling at each step • Describe any confusion or hesitation you experience • Be honest and natural — we’re interested in your genuine reactions
  2. Launch URL: https://www.figma.com/proto/wiwNQOtVlqvHOgi1PaBGYA/Sports-Ungating?page-id=&node-id=4142-24205&viewport=-7044%2C-204%2C0.31&t=DYjGb4CPrvseocxI-1&scaling=min-zoom&content-scaling=fixed&starting-point-node-id=4142%3A24205&show-proto-sidebar=1
  3. Use password: Sky
  4. Imagine you have now changed you’re mind and are now interested in adding the cheaper Sky Entertainment package to your services. As you go through the prototype, you want to understand what’s included in the package, the pricing, difference between the entertainment packs and how this will affect your existing Sky Sports contract. Instructions • You’ll be interacting with a prototype, this is not a live website, so some areas may be simplified or non-functional. • Please proceed as you naturally would if this were your own account. While completing the task, please: • Speak your thoughts out loud as you go • Share what you're thinking, expecting, or feeling at each step • Describe any confusion or hesitation you experience • Be honest and natural — we’re interested in your genuine reactions
  5. Launch URL: https://www.figma.com/proto/wiwNQOtVlqvHOgi1PaBGYA/Sports-Ungating?page-id=&node-id=4425-42502&viewport=-7044%2C-204%2C0.31&t=DYjGb4CPrvseocxI-1&scaling=min-zoom&content-scaling=fixed&starting-point-node-id=4425%3A42502&show-proto-sidebar=1
  6. Use password: Sky
  7. What matched your expectations about purchasing a Sky entertainment pack? [Verbal response]
  8. What didn’t match your expectations about purchasing a Sky base pack? [Verbal response]
  9. When you purchased your Sky Entertainment pack, what happened to your existing Sky Sports contract? [Verbal response]
  10. What were the difference between the different Sky Entertainment packs? [Verbal response]
invision-prototype
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