Clarity in Browsing

I led the redesign of Sky Mobile’s Product Listing Page to remove friction, lift clarity and surface the content users needed most while respecting complex commercial requirements.

Through focused design direction, rapid iteration and close engineering collaboration, the new PLP delivered a 44.6% uplift in conversion, validating a simpler, more intuitive browsing experience.

Lead Product Designer: November 2024 — January 2025

Workplace: Foolproof — client: Sky

Services: Strategy, UX, UI, Research and Stakeholder's management

Control conversion rate 5.2%

Variant conversion rate 7.51%

Total conversion uplift +44.6%

Image 1: New hero section dedicated to mulit-merchandising cards, to maintain positive relationships with the major phone porviders

The challenge

Since June 2023, I’ve been leading product design for Sky Mobile’s Mobile Value STream (MVS), shaping core eCommerce journeys at scale. One of my most influential contributions has been the end-to-end redesign of the Product Listing Page (PLP) — a critical point in the discovery and comparison journey for phones, tablets and laptops.

This piece reflects how I lead: combining strategic thinking, craft excellence and collaborative influence to solve complex problems in fast-moving environments.

The previous PLP suffered from a structural issue: on mobile (used by 80% of Sky’s customers), key product cards were buried well below the fold.

Research and testing highlighted three key problems:

Visibility:Three stacked merchandising tiles and a secondary “Tablets & Laptops” section pushed primary phone listings too far down
Discoverability:Users struggled to spot filters and essential comparison tools
Performance:he cluttered structure exacerbated drop-off during commercial peaks

The page was trying to serve multiple business objectives simultaneously — but at the cost of user clarity.

Image 2: Comparison between old and new designs. Left image shows the new PLP whilst the right shows the old one.

Design Leadership & Direction

I led the redesign through a strategic, multi-disciplinary approach that aligned user needs with Sky’s commercial realities.

Key objectives I set for the redesign:

Reduce unnecessary scroll — especially on mobile
Make product cards more scannable and emotionally engaging
Improve filter usability and accessibility
Rebuild the merchandising hierarchy without overwhelming the page
Ensure the layout could scale for future commercial propositions

Working through ambiguity and tight release cycles, I set the design vision, defined principles, guided junior designers and ensured consistency across the wider Sky ecosystem.

The New PLP Experience

1. Prioritising What Matters
The redesigned layout places phones — the primary user goal — at the centre of the experience. Key actions and filters are surfaced earlier, reducing cognitive load and supporting quicker decision-making.

2. A High-Performing Product Card
Following multiple design sprints and testing rounds, I established a cleaner, more intentional product card pattern:

Clear marketing headlines (“Trade-in & Save”, “Bundle & Save”)
Strong product imagery to drive emotional engagement
Colour swatches to show available variants
Transparent “from” monthly pricing
Social proof (“X bought since your last visit”)
Accessible legal terms and structured add-on messaging

Every decision supported clarity, accessibility and brand consistency.

3. Rethinking Merchandising Strategy
The merchandising section now uses a balanced inline layout: a dominant centre tile supported by two smaller tiles (desktop/tablet).

On mobile, these tiles transform into a horizontal carousel focused on a single, high-impact hero card.

This preserves commercial value without obstructing the primary user journey.

Image 3: Comparison between the "Old" and New. Left group displays the old layout highlighting a significant amount of scroll before reaching the product listing tiles. Right group shows the first iteration of the new layout. More than 80% of Sky's customers visit Sky's website through their mobile phone — mobile viewport.

Cross-Functional Delivery

Working deeply with engineering, analytics, product management and content strategy, I drove alignment across disciplines. My role extended far beyond UI design:

Facilitated workshops to simplify requirements
Built shared understanding across squads
Partnered with engineering to scale patterns in the design system
Translated commercial constraints into user-friendly structures
Ensured accessibility standards were met across all components
Mentored junior designers through ideation, critique and delivery

This was design leadership centred on clarity, communication and collaboration.

Impact

A 50/50 A/B test (Jan–Feb 2025) delivered a 44.6% uplift in conversion:

Control: 5.2%
Variant: 7.51%

This validated that the redesigned PLP supported both customer needs and major commercial goals — a proof point for user-centred design driving measurable business performance.

Looking ahead

Future iterations will evolve the PLP into an even more dynamic experience:

Targeted marketing placements
Contextualised data offers gated by device
Performance improvements to support peak traffic
Continued hierarchy refinements based on analytics and testing insights

Image 4: Top left group, shows the detail of the new multi-merchandising hero in-line on desktop and in a carousel on mobile. Bottom right group, detail product listing cards desktop and mobile.

Image 5: From left to right — First iteration of the product cards (card 1) price split into two columns; second iteration (card 2) price centred aligned to maintain better visual consistency; third iteration to allow placement of key commercial and marketing devices (card 3). Bottom messaging, of the previous iterations, now sits under the product name, addition of urgency count-down, exclusive offers and legal terms to reflect a better hierarchy from an accessibility perspective.

Final Reflections

This project reflects how I lead product design: through clarity, collaboration and craft. I believe the best outcomes come from multidisciplinary teamwork grounded in openness and shared intent.

Across the project, I also invested in mentoring junior designers — helping them grow confidence in their decision-making, articulation of rationale and ownership of deliverables.

The result is a PLP experience that is simpler, more transparent, more accessible — and measurably more effective.