Context
cScape conducted user experience consultation contributing to the relaunch of Sky.com. Sky is the UK’s first and most popular digital television platform, serving more than 17.5 million viewers in over seven million households. Sky.com is the gateway to the Sky experience online. It is the definitive destination site for anything to do with multi-channel digital satellite television.
Challenge
As part of the Sky Online restructuring, cScape was asked to advise on personalisation, globalisation and the implications of the Disabilities Discrimination Act (DDA). We were also asked to recommend strategies to reach their key audience categories. The relaunch was intended to position Sky.com as the central sales platform for Sky packages, with the extent of programming content on offer becoming its core brand value.
Solution
We conducted qualitative and quantitative user research to identify the future needs of Sky’s audiences. Our work provided an external perspective of audience segments. We offered insight into the issues, motivations and desires that resonate with the broadcaster’s target audience groups – complementing Sky’s internal customer research, marketing and business segmentation with real audience experience.
Outcome
We tested our hypotheses. In the process of defining themes that were applicable online we examined barriers to adoption, and offered possible ways to overcome them. We provided an audience segmentation methodology and developed a personalisation strategy – leading to deeper customer engagement.