What we did
- Defined the product vision for the next generation of the MySky app as the primary digital touchpoint for Sky Italia customers.
- End‑to‑end UX and UI redesign across subscription management, content discovery, technical support, and loyalty features.
- Simplified complex journeys, from broadband TV configuration to billing, upgrades, and troubleshooting.
- Introduced personalization and guidance patterns to make navigation more intuitive and content more relevant.
OUTCOMES
OVERVIEW
As on‑demand platforms reshaped how people watch and manage entertainment, Sky Italia needed its MySky app to keep pace—not only as a utility for bills and settings, but as a daily companion to broadband TV and subscription services. The existing experience exposed powerful features but often felt fragmented, technical, and hard to navigate for non‑expert users. The redesign set a clear objective: turn MySky into a seamless, user‑centered experience where customers can effortlessly discover content, control their subscription, and get help—while reflecting Skyʼs premium positioning and distinctive brand.
3 BIG TAKEAWAYS
Meeting rising expectations in a crowded market
In a landscape dominated by streaming apps with highly polished UX, MySky needed to compete not only on content, but on experience. The project focused on simplifying complex capabilities—like managing add‑ons, configuring devices, or solving technical issues—into guided, human‑readable flows.
By reducing friction and cognitive load across these journeys, the app now better aligns with the mental models users bring from other entertainment platforms, reinforcing Skyʼs promise of premium quality instead of undermining it with complexity.
A seamless, user‑centered experience
The new MySky is structured around what users most frequently want to do: watch, manage, and fix. Clear navigation, consistent patterns, and a calmer visual hierarchy make it easy to move between content discovery, account management, and support without feeling lost.
Visually, the app combines Sky Italiaʼs brand language with layouts optimized for quick scanning and thumb‑friendly interactions.
Personalization elements—such as tailored recommendations, shortcuts to frequently used actions, and contextual prompts—help users feel that the app understands their habits rather than forcing them to adapt to it.
Redefining engagement with Sky Italia
With the redesigned MySky, engagement with Sky Italiaʼs services becomes more continuous and self‑directed. Customers can manage subscriptions, discover new content, and resolve issues from a single, coherent environment, which builds confidence and reduces the perceived effort of being a Sky customer.
For Sky Italia, the app has evolved into a strategic asset: a central hub for loyalty initiatives, service innovation, and customer insight. It strengthens Skyʼs position in the broadband TV and entertainment market and demonstrates how thoughtful, user‑centric design can translate brand promises—innovation, quality, reliability—into everyday interactions.
THE NEW EXPERIENCE IN ACTION
One place for services, content, and support
The redesigned MySky brings together self‑service (“do it yourself” area), Sky Extra loyalty benefits, TV guide, and assistance into a single, consistent experience. Users can:
Check and modify their subscription, manage bills, and control devices.
Browse an improved TV guide with clearer layouts, reminders, and easier access to desired content.
Access Sky Extra to discover offers, exclusive content, and rewards tied to their loyalty.
This consolidation reduces fragmentation and makes the app feel like the natural “home base” for the entire relationship with Sky.
From problem‑solving to proactive guidance
Support is no longer just a last resort. Guided troubleshooting flows, clearer status messages, and a smarter help area encourage users to solve issues independently, with less frustration.
By embedding assistance into relevant steps (for example, during configuration or playback issues) and by using language that reflects usersʼ real questions, MySky helps turn potentially negative moments into proof points of Sky Italiaʼs attention and care—closing the loop between design, service, and brand perception.
