Sky is a German media company offering a direct broadcast satellite pay-TV platform with a wide range of entertainment, sports, and movie content for a subscription-based user group seeking premium television experiences. The existing homepage was suffering low customer engagement and high drop off.

Goals

As lead designer my mission was

• Redesign the homepage and product categories to reduce bouncing rate
• Define a new content structure that highlight Sky’s unique brand benefits
• Improve customer engagement and conversion to sales funnel.

Role & responsibilities:

As Lead Designer, I was responsible for driving the end-to-end redesign — from discovery to handoff. My contributions included:

Discovery & Strategy

• Conducted UX audit of the existing homepage and category pages
• Led stakeholder interviews to align on goals and user pain points
• Performed competitive benchmarking to identify opportunities for differentiation
• Defined design principles and KPIs in collaboration with business stakeholders

Design & Prototyping

• Developed content and navigation strategy to improve clarity and user flow
• Created low- to high-fidelity wireframes and interactive prototypes
• Defined visual direction aligned with brand identity and premium positioning
• Reused and extended UI components from the client's design system to ensure consistency and speed up development

Delivery & Collaboration

• Led design reviews with stakeholders for validation and buy-in
• Provided detailed specs and guidance for development handoff
• Delivered responsive designs for homepage, Films & Series, and Sports categories
• Recommended tracking metrics to support post-launch performance evaluation

Year: 2024

Role: Lead design

Website: sky.de

Before

Approach

Understanding user pain points, technical needs, and business goals through stakeholder interviews, a UX audit, and competitor analysis, we defined design principles and success metrics to improve the customer journey. This informed a design vision emphasizing brand consideration and centralized navigation, which structured content and the interface. We then created a tested design prototype with scannable copy guiding user steps, alongside a KPIs framework to measure impact on visitor needs over time.

After

Outcome

In 6-weeks, we redesigned the homepage as well as the Films & Series and Sports category pages. The final designs focused on improving content clarity, emotional engagement, and navigational guidance.

Although we did not have access to post-launch analytics, we defined clear KPIs with the client and implemented tracking recommendations for engagement, scroll depth, and CTA click-throughs. This ensured the client could measure performance internally over time.

Immersive

Integrated short videos helped first-time visitors quickly grasp the value of Sky’s offering.

Transparent

Reworked introductory content clarified brand benefits and how Sky differentiates from competitors.

Guided

Simplified structure and directional content improved navigation and reduced cognitive load.