MY ROLE
Lead Designer
SCOPE
Cross-product upgrades (TV, Broadband, Mobile)
THE TEAM
Lead Product Manager, Dev Squad
IMPACT
14.8%
Sky Sports CVR increase
46.9%
Sky Cinema CVR increase
1-2 sprint
Delivery speed for future upgrades
The problem
Fragmented upgrade journeys across products
Upgrade journeys for TV, Broadband and Mobile had been built independently across teams at Sky.
This created:
• inconsistent interaction patterns
• duplicated design and development work
• slow delivery of new upgrade experiences
The Opportunity
A scalable upgrade pattern
My team had been tasked with improving upgrades through an enhanced UX, instead of redesigning a single journey, I proposed creating global upgrade patterns that could scale across products.
The framework would standardise:
• journey steps
• interaction patterns
• page templates
• merchandising components
This would improve customer experience while accelerating delivery across teams.
Journey Map
Categorising upgrades
Competitor analysis
Experimentation & Design
Testing upgrade patterns through research and experimentation
Explain:
• three prototype variants
• quantitative + qualitative testing
• key insight
Results & Impact
Significant uplift in upgrade conversion
Metrics:
+49% Sky Sports upgrades
+7% Sky Cinema upgrades
Then show system impact:
• reusable components
• product page templates
• upgrade journeys now built in 1–2 sprints
Visuals
• A/B test results chart
• Component library screenshots
• Pattern reuse examples