Sky Mobile's store front

February 2024 — May 2024
Foolproof - Client: Sky
Skills: Strategy, UX, UI, Research and Stakeholder's management

In June 2023, Foolproof assigned me as the Lead Product Designer (UX/UI) for Sky's Mobile Value Stream (MVS). This opportunity came as Sky began piloting the SAFe (Scalable Agile Framework) approach, and Foolproof offered my Agile expertise to support the MVS team’s design efforts.

Since joining the MVS Agile Release Train (ART), I've contributed to multiple projects, including the creation of Sky Mobile’s first homepage. Previously, users searching for Sky Mobile were directed to the phone’s product listing page, lacking a dedicated homepage for a streamlined entry point (see Image 2).

Image 1: Sky's Mobile homepage, more than 80% of Sky's customers visit Sky's website throught their mobile phone — mobile viewport.

The new homepage

I'm very proud of the new homepage, both for its design and its commercial impact. Since its launch on August 13, 2024, it has outperformed the previous landing page. Here’s a summary of our goals and the results:

Objective:
Create a central storefront to feature all products, boost merchandising, align with ROI-driven designs, enhance tech performance, and differentiate from the product listing page. We anticipated the new homepage would simplify navigation and improve conversion rates.

Results (Traffic Split 50/50, August 13 - September 2, 2024):

  • Conversion rate: 6.51% (Variant) vs. 6.1% (Control), showing a +6.7% uplift
  • Phones conversion rate: 4.54% (Variant) vs. 3.99% (Control), an increase of +13.8%
Image 2: Comparison between the "Old" Sky Mobile homepage, first two images on the left (the phones landing page) and the new homepage last two images on the right — mobile and desktop.

Page structure

1. Hero Banner

Three versions:

  • Standard trading: Displays ongoing deals and business-as-usual messaging.
  • Seasonal events/launches: Highlights specific launches, like the recent Google Pixel 9 lineup.
  • Brand spotlight: Showcases specific products promoted by brands like Apple, Samsung, and Google.

2. Phone Deals (a significant revenue driver)

Central to the homepage, this section supports commercial agreements:

  • Center section: Reserved for best offers, typically paid product placements when sales are low.
  • Left/right cards: Feature competitor products.

3. Launch Pad

Quick access to all Sky Mobile offerings:

Image 3: Three examples of the available hero banners for the Sky Mobile's homepage — Multi-merch option mobile, Seasonal option desktop and Default trading (BAU) tablet viewport.

And finally:

4. “Why Sky Mobile?” which features all the main benefits of being part of Sky Mobile.

5. Tablets and laptops deals, surfacing up to date deals and meant to work in the same vein as the Phone Deals work.

6. “More reasons to choose Sky Mobile” These are USPs that weren’t leveraged in any obvious part of the website. This information already exists but it's hidden in “Why Sky Mobile” page, which is very difficult to find.

7. SIM Only Deal: for customers only interested in SIM deals.

8. "Stay connected with Sky" a functional to display customer's login, to promote the "My Sky app" and for reassurance with the coverage checker.

9. FAQs purposefully expanded to help the page rank from a SEO point of view.

Image 4: From left to right and top to bottom — Mobile phone deals (mobile view), the launch-pad, the "Why Sky Mobile?" section, Tablets and laptop deals, the "More reasons to choose Sky Mobile" section, SIM only deals, the "Stay connected with Sky" section and finally the FAQs (desktop view).