Redesigning the discovery experience with a framework to measure impact
Sky Deutschland
2025
Overview
Approach
Audit & Design Principles
I ran a heuristic evaluation across 3 pages (homepage, Sport, Series), benchmarked 12+ streaming competitors, and defined design principles to articulate what the redesign should focus on improving. Those principles shaped the information architecture and guided every layout decision.
Success Metrics Framework
I translated design hypotheses into a success metric framework. The goal: give a client with no design background a clear picture of what to change on each page and how to measure the impact. Each section got tied to a KPI they could track after we left.
Streamlined Implementation
I designed the homepage and category pages using the existing component library. No new components, focused on content hierarchy and structure within what was available.
Stronger Value Context
The homepage displays a section about benefits, explaining how Sky differs from competitors. This gives users clearer reasons to engage.
Clearer first Impression
The Homepage displays content that reflect Sky's streaming offer, helping visitors quickly understand offers and what to expect.
Outcome
Key results
Sky's differentiators now lead the page: USPs visible in the first scroll, hero shows exclusives in an immersive format, text concise and easy to scan
Replaced opinion-driven debates with KPI-anchored decisions, shortening stakeholder alignment cycles
Client went from zero measurement capability to autonomous section-level performance tracking
Delivered on 6-week timeline
KPI framework adopted by client team across homepage, Sport, and Series pages
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