Back
The workshop was just a starting point of one of Sky’s biggest re-design projects. A revamp and reconfiguration of how it enables self serving for it’s customers
Role
UX Designer
UX Researcher
Approach
Design thinking
Primary Research
Secondary Research
Activities
User Research
Card sorting
Competitor Analysis
THE WHAT
One help was the initiation of Sky’s self serve experience for customers. The primary objective was to ensure that customers refrained from calling our call centre executives and utilised the self serve tools and help articles that are available at their disposal for them to solve most of their queries.
THE WHY
With a total of 462 articles an self-serve tools like service checker for checking the connectivity and order tracking for tracking product deliveries and engineer visits, it was important to nudge customers towards these options to answer their queries and solve their problems.
The primary reason behind this was, every customers called the call centre, the executives were looking at the same article that was available for the customer’s consumption and were helping customers with their queries. As a designer I was curious as to why, the customers were unable to find these articles and help and preferred calling.
THE HOW
With over 2Million visits a week, sky.com/help is one of the busiest webpages in the whole sky experience and re-designing the page primarily required understanding the current experience thoroughly.
Multiple stakeholder workshops were conducted to better understand and narrow down the problem statement.
Adobe analytics massively helped in conducting quantitative analysis followed by Content square, which helped in better understanding of customer behaviour.
Usertesting.com helped in conducting card sorting, click rate testing and Paint the door tests for landing page re-designs.
Problem statement
Primary discussions and high level evaluations two problem statements were identified. Stakeholders including Product owners, Senior PO’s and Head of transformation voted on the one they wanted to pursue.
Key metrics
Content square helped me analyse some key metrics. It was pivotal to analyse 92 days (Full days) of data. It was very imminent that, any re-design or A/B test that had to be performed “Mobile first”
91,540,660
Sessions
92
Days of data
20.4%
Desktop users
3.3%
Tablet users
53.6%
Mobile users
Quantitative analysis
Signed in customers
Home page analytics
Help articles
Mobile vs Desktop
Quantitative analysis
Through qualitative analysis from primary user interviews, I gained valuable insights into users' real experiences and pain points on our website. These interviews highlighted specific areas of frustration, usability issues, and unmet needs that weren’t fully visible in quantitative data alone. By understanding users' perspectives directly, I was able to identify key opportunities for improvement.
Participant recruitment
Type
Sky customers
Non-Sky customers
Age
18-65
18-65
Demo
Mixed (Asian, British etc)
Mixed (Asian, British etc)
Tech Savviness
Customers comfortable in using traditional methods like calling customer service and customers who prefer seeking online
No of Customers
2
2
Neurodiverse participant
1
1
Customer image
Customer image
Competitor analysis
By analyzing your competitors, we can benchmark your product against others in the market, uncovering opportunities to exceed user expectations and fill gaps they may have missed. This approach helps us understand industry trends and user behaviors, allowing us to create solutions that position your brand as a market leader while delivering an exceptional user experience.
The current problem statement with Sky was very peculiar. All of our direct competitors were displaying their contact information in their help journeys while we were trying to nudge users into using self serve journeys.
I observed a consistent and clean navigation across our competitors with a more streamlined Information Architecture (IA).
Our competitors also had a signed in experience for their customers which was tailored to customers and their needs which we severely lacked.
Interview questions
Understanding the problem areas
Affinity mapping
Understanding broader
Interview questions and voting
Finalised questions
Finalised questionnaire
Help manages a plethora of options for customers to consume, so it ws important to finalise the areas or categories we wanted the customers to probe. I conducted a 2 hour brainstorming session with stakeholders, fellow designers and call centre executives to finalise the categories and questions
