Sky Italia

A Modern Digital Experience for the Italian Media Platform

Creating a Modern Digital Experience

Code and Theory partnered with Sky Italia, the renowned national broadcaster in Italy, to create a modern digital platform experience and publishing workflow. Fierce competition was coming from several players with strong historical presence and years of brand legacy in Italy, and Sky Italia’s digital properties were not delivering the type of experience and storytelling needed to compete.

Sky Italia lacked a clear value proposition and users were finding it difficult to explore and engage with content. However there was a tension between the editorial and product teams’ creative requirements and the needs of the business. So, our solution needed to not just improve storytelling, but it needed to hit advertising and SEO requirements.

Our task was to elevate the digital Sky Italia brand and experience globally, across their verticals — News channel TG24, Sky Sports and their entertainment vertical, Spettacolo — with the goal of dominating the Italian news market. Given that the brand was known as a premium TV provider with quality content, our main priority was to change perceptions and awareness around their digital offering.

User-centric design

At the heart of our strategic approach was creating user-centric design. The key to this framework was understanding user behaviors and how they could help users more easily navigate across verticals to enjoy the Sky’s full offering.

Putting the user first meant rethinking the existing paradigms and issues that might be limiting the ambitions of the business, to keep focus on our end objective of market domination through innovation. By understanding user motivations, leaning into Sky’s core value proposition, and identifying tactical wins, we were able to create a holistic and rigorous strategic approach. These assumptions were vetted through in-depth user journeys to explore how all these elements could come together.

This approach, in tandem with a flexible set of storytelling tools, allowed Sky Italia to focus on becoming a market leader and bolstered their ability to create engaging, user centric experiences.

In order to rethink their digital experience and create a global design system, we worked across a wide range of areas to reframe their existing paradigms, including editorial workflows, design and development processes, design systems, and advertising integration and technical approach.

Over an ambitious roll-out phase, we activated their design, product and technical teams, and co-located in their Milan offices. In order to achieve this, we created a scalable design system with a phased approach, following a robust phase of definition to allow the Sky Italia team to work not just harder, but smarter and to future proof their business model.

Iterative Experience Tactics

We identified experience tactics that would help improve the user experience within these vertical pillars. These included solutions to improve storytelling, pathing subscription, loyalty and retention, interatives, video, navigation, monetization and personalization. Each one of these tactics was tested, iterated and implemented in an agile process to ensure we were designing the best experience for the user based on market, region and user type.

Future Proof for Tomorrow

It wasn’t enough to just provide Sky Italia with a new design framework. We had to future proof their digital business. Accordingly, we provided a roll-out framework to bring to life the future vision.

The strategy was divided into quick wins, foundational and overhaul solutions. In the short term, we focused on high-impact, low-to-mid effort within the existing structure of the site. We then turned to creating a solid foundation, getting to parity with new versions of existing parts of the sites that would define the foundation and start future processes. Finally, once the core functionalities were performing effectively, we began to focus on new features that would drive the strategic business initiatives and objectives forward.

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