Ivan Bonin

Work

About

Ivan Bonin

Work

About

Ivan Bonin

Work

About

Redesigning without data. Delivering with confidence.

Company

Sky Deutschland
Accenture Song

Product

B2C eCommerce

Year

2024

Role

Design Lead

Sky Germany needed to clarify their streaming offer across homepage and category pages—but with zero access to analytics, no way to validate decisions, and a 6-week window. I turned this constraint into a strategic advantage by building a KPI framework that replaced opinion-driven debates with measurable design decisions.

Problem framing

Problem framing

Sky Germany couldn't differentiate their streaming offer from competitors across their homepage and key category pages (Sport, Series). Visitors struggled to understand what made Sky unique, leading to unclear value perception at critical first touchpoints.

Constraints:

  • Zero access to analytics—no ability to validate decisions with data

  • 10+ stakeholders across marketing, product, and strategy requiring alignment

  • 6 week delivery window with no buffer for extended iteration

  • Working within an established UI system—no room for net-new components

Risk:
Without a measurement framework, we'd deliver recommendations the client couldn't validate, leading to opinion-driven debates, implementation delays, and lost confidence in the design direction.

Approach

How to ground recommendations in evidence?

1.

Audit & Design Principles

  • Conducted heuristic evaluation across 3 pages (homepage, Sport, Series) and competitive analysis—identified unclear differentiation and weak value hierarchy

  • Restructured information architecture to prioritize value communication at first visit

  • Defined design principles that aligned 10+ stakeholders around "clarity over cleverness"

How to enable decisions without analytics?

2.

Success Metrics Framework

Created a strategic board (with strategy team) connecting page sections to measurable KPIs—shifting conversations from "do we like this?" to "can we measure this?" and enabling the client to validate changes post-launch independently.

Created a strategic board (with strategy team) connecting page sections to measurable KPIs—shifting conversations from "do we like this?" to "can we measure this?" and enabling the client to validate changes post-launch independently.

Created a strategic board (with strategy team) connecting page sections to measurable KPIs—shifting conversations from "do we like this?" to "can we measure this?" and enabling the client to validate changes post-launch independently.

How to reduce implementation risk?

3.

Streamlined Implementation

  • Redesigned 3 pages (homepage, Sport, Series) using existing component library—explored multiple directions while prioritizing speed and implementation feasibility

  • Key improvements: Added hero video teaser and USP benefits section (connected to KPIs measuring immersion, retention, and value comprehension)

  • Applied consistent value hierarchy and KPI structure across all pages for scalability

  • Redesigned 3 pages (homepage, Sport, Series) using existing component library—explored multiple directions while prioritizing speed and implementation feasibility

  • Key improvements: Added hero video teaser and USP benefits section (connected to KPIs measuring immersion, retention, and value comprehension)

  • Applied consistent value hierarchy and KPI structure across all pages for scalability

  • Redesigned 3 pages (homepage, Sport, Series) using existing component library—explored multiple directions while prioritizing speed and implementation feasibility

  • Key improvements: Added hero video teaser and USP benefits section (connected to KPIs measuring immersion, retention, and value comprehension)

  • Applied consistent value hierarchy and KPI structure across all pages for scalability

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 & Impact

Client Outcomes

  • Replaced opinion-driven debates with KPI-anchored decisions, shortening stakeholder alignment cycles

  • Enabled client to measure section performance post-launch and validate changes independently

  • Framework positioned client to continue optimizing without ongoing design dependency

Process & Delivery

  • Delivered on 6-week timeline—"finished it very quickly" (team feedback)

  • Aligned 10+ stakeholders across client and agency teams through structured measurement approach

  • Designs "convinced the client and achieved an improvement" (lead feedback)

Long-term Value

  • KPI framework adopted by client team for ongoing homepage optimization

  • Approach demonstrated how to make confident, measurable decisions when analytics are limited or inaccessible

  • "Results and designs convinced the client"—shifted internal process toward measurement-driven validation (project lead feedback)

Client Outcomes

  • Replaced opinion-driven debates with KPI-anchored decisions, shortening stakeholder alignment cycles

  • Enabled client to measure section performance post-launch and validate changes independently

  • Framework positioned client to continue optimizing without ongoing design dependency

Process & Delivery

  • Delivered on 6-week timeline—"finished it very quickly" (team feedback)

  • Aligned 10+ stakeholders across client and agency teams through structured measurement approach

  • Designs "convinced the client and achieved an improvement" (lead feedback)

Long-term Value

  • KPI framework adopted by client team for ongoing homepage optimization

  • Approach demonstrated how to make confident, measurable decisions when analytics are limited or inaccessible

  • "Results and designs convinced the client"—shifted internal process toward measurement-driven validation (project lead feedback)

Client Outcomes

  • Replaced opinion-driven debates with KPI-anchored decisions, shortening stakeholder alignment cycles

  • Enabled client to measure section performance post-launch and validate changes independently

  • Framework positioned client to continue optimizing without ongoing design dependency

Process & Delivery

  • Delivered on 6-week timeline—"finished it very quickly" (team feedback)

  • Aligned 10+ stakeholders across client and agency teams through structured measurement approach

  • Designs "convinced the client and achieved an improvement" (lead feedback)

Long-term Value

  • KPI framework adopted by client team for ongoing homepage optimization

  • Approach demonstrated how to make confident, measurable decisions when analytics are limited or inaccessible

  • "Results and designs convinced the client"—shifted internal process toward measurement-driven validation (project lead feedback)

Next

Scaling Design Decisions Across a Fragmented Web Ecosystem

Next

Scaling Design Decisions Across a Fragmented Web Ecosystem

Next

Scaling Design Decisions Across a Fragmented Web Ecosystem

Let's talk

Let's talk

Let's talk

Ivan Bonin

©2026

Linkedin

Ivan Bonin

©2026

Linkedin

Ivan Bonin

©2026

Linkedin