NEW SKY BOX
Digital Transformation
I led the end-to-end design and delivery of Sky’s new set-top box experience—uniting product strategy, CX, UX, hardware, and go-to-market design. The result: +10 NPS, 141,000 units sold in first 90 days and 93% customer satisfaction.
Sky Television faced disruption from global streaming giants. Customers loved the content but disliked the experience—complex, dated, and disconnected. My role was to lead a 2-year transformation project that would focus on the design and management of a new, future-ready customer experience that would restore trust and relevance for Sky.
The challenge was Sky needed more than a new product—it needed a new product system redesign spanning customer strategy, hardware, digital platform, pricing and buy experience. Internally, the design capability to manage a digital transformation project at scale didn’t exist, so I was brought in to lead the project, align cross functional teams, and drive execution across multiple disciplines and channels.
New Sky Box & Remote
Digital Render
Scope of Quant & Qual Research
Executive Presentation
Remote UI
Working Drawings
Customer Onboarding Flows
Brand Website
Lead Generation
Brand Website
Product Marketing Page
Brand Website
My Role
Defined the product and customer strategy working directly with Leadership Team and Sky’s Executive.
Guided quantitative and qualitative research with over 6,000 New Zealanders to identify value drivers and segment-specific needs.
Directed UX and industrial design for the new Sky Box and remote across international suppliers (UK, China, Malaysia).
Journey mapping and user flows to define end-to-end experience for current and new customers
Integrated with Platform UI team and engineers to ensure seamless digital and physical experience
Led end-to-end eCommerce and digital marketing design, integrating CMS and Salesforce.
Collaborated with Sky’s executive team on pricing validation and go-to-market readiness.
Creative director of broadcast TVC promo, digital videos and live launch event
Process Highlights
Research & Strategy – Conducted deep ethnographic and survey-based research to pinpoint what mattered most to Sky customers: control, transparency, and simplicity. Enabled Board buy-in
Prototyping at Speed – Built three high-fidelity eCommerce prototypes in nine weeks, simulating realistic TV content to get authentic feedback.
Hardware Co-Design – Partnered with international manufacturers to refine form factor, color, and material direction, ensuring a seamless physical-digital product experience. Cross functional alignment with platform and hardware.
Launch Experience – Designed the digital pre-launch and onboarding journey to excite customers and convert interest into upgrades. Digital campaign creative was of such high standard the CEO requested it become the broadcast TVC promo.
Impact
+10 NPS uplift from customers upgrading from the classic Sky Box.
93% appeal among Sky considerers pre-launch.
141,000 units sold within the first year.