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

The goal of the page redesign was to:

Enhance the customer experience 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

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.

We improved the journey to be more:

Immersive

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

Transparent regarding its offer

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

Guiding

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