Sky VIP hub
Sky VIP hub
Sky VIP hub
TIMELINE
June 2024 - October 2024
MY ROLE
Lead Designer
THE TEAM
The Sky VIP Propositions and Marketing team, a Lead Product Manager, a Sky development squad, external agencies and partners.
RESULTS
60+
Accounts retained
+0.53pp
Reward engangement
THE OBJECTIVE
The VIP propositions team at Sky had spent six months re-defining Sky's loyalty program. Sky's loyalty rewards can only be accessed through the MySky app. Our team was tasked with re-designing the VIP hub to support the new program and giving the hub a complete re-design.
THE OBJECTIVE
The VIP propositions team at Sky had spent six months re-defining Sky's loyalty program. Sky's loyalty rewards can only be accessed through the MySky app. Our team was tasked with re-designing the VIP hub to support the new program and giving the hub a complete re-design.
GOALS
Increase engagement with the VIP hub
Less than 20% of the MySky customer base were engaging with the VIP hub.
Reduce churn
Engaging with the hub more often will increase satisfaction and reinforce the value of Sky to our customers.
Increase rewards conversion
Customers regularly claiming rewards will grow more engaged with the hub.
COMPETITOR ANALYSIS
I kicked off desk research with a heuristic analysis of the current Sky VIP hub and conducting a competitor analysis of both direct and in-direct loyalty experiences, with a focus on native apps.
Key themes
Search and filtering, location based search.
Variety in UI elements makes it easier to identify onwards journeys and specific actions.
How it works and tiering explainers.
Unlock rewards features.
More engaging reward details pages.
Gamification.
COMPETITOR ANALYSIS
I kicked off desk research with a heuristic analysis of the current Sky VIP hub and conducting a competitor analysis of both direct and in-direct loyalty experiences, with a focus on native apps.
Key themes
Search and filtering, location based search.
Variety in UI elements makes it easier to identify onwards journeys and specific actions.
How it works and tiering explainers.
Unlock rewards features.
More engaging reward details pages.
Gamification.
CURRENT ESTATE AND ARCHITECTURE
The Sky VIP hub consists of an app native landing page, while most of the onwards journey are web pages that are built and managed by an external agency.
Consolidating the native and web journeys to feel like one cohesive experience was an important consideration.
CURRENT ESTATE AND ARCHITECTURE
The Sky VIP hub consists of an app native landing page, while most of the onwards journey are web pages that are built and managed by an external agency.
Consolidating the native and web journeys to feel like one cohesive experience was an important consideration.
UPFRONT USER TESTING
I ran a UserZoom survey including 100 participants and a think-aloud task including 15 participants.
The participants were existing Sky customers. They were tasked with browsing a prototype of the hub and finding rewards that they themselves would like to claim.
Key themes
Finding relevant rewards
Customers struggled to find the filters and often commented on wanting to find events local to them.
Getting lost
Customers would find a reward that peaked their interest and then struggle to find it again. They would also struggle to re-locate the filters.
Clarity and comprehension
Some customers didn’t understand that Sky VIP is available to all customers and thought it’s a special program that needs to be opted into or that costs extra.
UPFRONT USER TESTING
I ran a UserZoom survey including 100 participants and a think-aloud task including 15 participants.
The participants were existing Sky customers. They were tasked with browsing a prototype of the hub and finding rewards that they themselves would like to claim.
Key themes
Finding relevant rewards
Customers struggled to find the filters and often commented on wanting to find events local to them.
Getting lost
Customers would find a reward that peaked their interest and then struggle to find it again. They would also struggle to re-locate the filters.
Clarity and comprehension
Some customers didn’t understand that Sky VIP is available to all customers and thought it’s a special program that needs to be opted into or that costs extra.
BRINGING IT ALL TOGETHER
I consolidated all of the findings from the heuristic analysis, competitor analysis and upfront research into a deck outlining pain points and solutions under each theme to present back to the VIP team.
BRINGING IT ALL TOGETHER
I consolidated all of the findings from the heuristic analysis, competitor analysis and upfront research into a deck outlining pain points and solutions under each theme to present back to the VIP team.
NEXT STEPS
I created a proposal for how we should action these findings.
Proposed solutions
Improve hub navigation with clearer rewards categorisation
Re-think, test and iterate the taxonomy of the rewards to help customers scan the page for what’s relevant to them.
Hero what’s relevant
Surfacing things that are most relevant to customers will increase perceived value and engagement with the program.
Optimise VIP explainer page and promotions to improve clarity
Make it clear that VIP is a loyalty program and doesn't cost anything. Create standardised templates for rewards pages.
Improve search and fitering
This was the highest requested improvement in the survey.
NEXT STEPS
I created a proposal for how we should action these findings.
Proposed solutions
Improve hub navigation with clearer rewards categorisation
Re-think, test and iterate the taxonomy of the rewards to help customers scan the page for what’s relevant to them.
Hero what’s relevant
Surfacing things that are most relevant to customers will increase perceived value and engagement with the program.
Optimise VIP explainer page and promotions to improve clarity
Make it clear that VIP is a loyalty program and doesn't cost anything. Create standardised templates for rewards pages.
Improve search and fitering
This was the highest requested improvement in the survey.
DESIGNING TOGETHER
The PM and I held a workshop with the VIP Propositions Team, Sky developers, developers from the external agency that manages the rewards and reward pages, and a few designers from my team.
The PM went through the objectives, the VIP team ran through the new props and I ran through the current hub and competitor analysis, research findings and key themes. I ran a crazy 8’s ideation task using the themes as how might we's and everyone took a few minutes to talk through their ideas and dot vote. Some popular solutions had clearly emerged.
DESIGNING TOGETHER
The PM and I held a workshop with the VIP Propositions Team, Sky developers, developers from the external agency that manages the rewards and reward pages, and a few designers from my team.
The PM went through the objectives, the VIP team ran through the new props and I ran through the current hub and competitor analysis, research findings and key themes. I ran a crazy 8’s ideation task using the themes as how might we's and everyone took a few minutes to talk through their ideas and dot vote. Some popular solutions had clearly emerged.
KICKING OFF DESIGN EXPLORATION
Considering all that we wanted to go after, I created a design to do list and prioritised items that would support the new props for the hub and address the biggest pain points identified during user testing.
I organised weekly playbacks with the VIP team.
The first week I showcased ideation on the hero section to support the new props, improved hub IA, introducing new merchandising components, filtering approach options, and reward detail page templates to make it easier to identify the key offerings of the reward and key information such as dates for events.
KICKING OFF DESIGN EXPLORATION
Considering all that we wanted to go after, I created a design to do list and prioritised items that would support the new props for the hub and address the biggest pain points identified during user testing.
I organised weekly playbacks with the VIP team.
The first week I showcased ideation on the hero section to support the new props, improved hub IA, introducing new merchandising components, filtering approach options, and reward detail page templates to make it easier to identify the key offerings of the reward and key information such as dates for events.
BLUE SKY PROTOTYPE
I worked closely with the PM and VIP team to refine the designs over a second week and get prototypes ready for Helen Kepler, the Director of VIP to showcase to Anne-Marie Kay, our Chief Product Officer.
The new propositions and prototype were well received by Ann-Marie. Gaining buy in for us to continue with the re-design.
BLUE SKY PROTOTYPE
I worked closely with the PM and VIP team to refine the designs over a second week and get prototypes ready for Helen Kepler, the Director of VIP to showcase to Anne-Marie Kay, our Chief Product Officer.
The new propositions and prototype were well received by Ann-Marie. Gaining buy in for us to continue with the re-design.
DEVELOPMENT HANDOVER
I worked closely with the PM, Sky Tech Leads and technical contacts from two external agencies to breakdown the features and decide what would be feasible for the first release.
DEVELOPMENT HANDOVER
I worked closely with the PM, Sky Tech Leads and technical contacts from two external agencies to breakdown the features and decide what would be feasible for the first release.
PHASE 1 PROTOYPE
The first release would focus on supporting the new props in the page header section using an existing carousel component, bringing the pages managed by one of the external agencies inline with our design system, optimising the claim cinema tickets pages, and introducing a discounts hub with a new external partner.
PHASE 1 PROTOYPE
The first release would focus on supporting the new props in the page header section using an existing carousel component, bringing the pages managed by one of the external agencies inline with our design system, optimising the claim cinema tickets pages, and introducing a discounts hub with a new external partner.
COHESION BETWEEN PLATFORMS
I worked closely with developers from the agency Stretch to create a localised design system on their side based on our system: Sky UI.
I requested markup and styling code from the Sky UI developers to help speed up the development process for Stretch and ensure consistency.
All of the onwards journeys and entry forms from the VIP hub now fit cohesively with the overall Sky digital eco-system. I documented any additional components needed for the hub that weren’t existing or available in Sky UI.
COHESION BETWEEN PLATFORMS
I worked closely with developers from the agency Stretch to create a localised design system on their side based on our system: Sky UI.
I requested markup and styling code from the Sky UI developers to help speed up the development process for Stretch and ensure consistency.
All of the onwards journeys and entry forms from the VIP hub now fit cohesively with the overall Sky digital eco-system. I documented any additional components needed for the hub that weren’t existing or available in Sky UI.
DESIGN SYSTEMS
I created components and page templates for Stretch to build and maintain in their system that weren't available in Sky UI.
DESIGN SYSTEMS
I created components and page templates for Stretch to build and maintain in their system that weren't available in Sky UI.
OUTCOME
The first two experiments involved releasing the Hero carousel in the hero and the “Rewards for you” carousel beneath it. This saw a combined churn rate reduction of 650+ MySky app VIP users.
OUTCOME
The first two experiments involved releasing the Hero carousel in the hero and the “Rewards for you” carousel beneath it. This saw a combined churn rate reduction of 650+ MySky app VIP users.