stories
stories
stories
stories
stories
stories
stories
stories
stories
stories
stories
stories
Connecting customers with world-class entertainment in powerful new ways.
Designing stories for the MySky app was about creating an experience that felt natural, accessible, and entertaining – capturing all of the engaging qualities of Instagram-style stories. By combining proven interaction patterns with Sky’s brand identity, I created a system that added a new layer of engagement to the app without disrupting its core purpose of being a utility app.
Sky is Europe’s leading direct-to-consumer media and entertainment company. Sky’s customer service is renowned as the best in the pay-TV industry according to Ofcom.
The brief
The ask was to integrate a social media inspired feature into MySky as part of a new engagement strategy. Success would be achieved by improving customer retention through broader content engagement and bringing interactivity into MySky to unlock more opportunity for growth.
As a product designer I was responsible for interaction design, accessibility, documentation, and content strategy alignment.
The challenge
Stories are designed to increase engagement, and to provide quick timely updates. MySky is built as a utility app to be used for functional tasks like billing and broadband checks. The design challenge was bringing these two worlds together.
Key challenges:
- How do we make stories visible but not disruptive?
- How can Sky repurpose social media content in the MySky app?
Why content matters:
Sky’s rich catalogue of entertainment and sports content was the driving force behind introducing Stories into MySky. The aim was to showcase this breadth and quality in a format that customers couldn’t miss and that they enjoy engaging with.
With such depth, Stories became the perfect vehicle to shout about Sky’s content, ensuring customers see the very best of what is available.
42
BAFTA awards
80
of Premier League and Bundesliga games
1k
titles on Sky Cinema
15k
hours in the library
Designing the story experience
Placement
Stories are positioned at the top of the home tab, ensuring visibility without breaking the IA of the utility functions.
Interaction patterns
Tap right → next slide/story
Tap left → previous slide/story
Press & hold → pause
Swipe left/right → navigate stories
Swipe down/close button → dismiss story viewer
Accessibility
Channel and story labels always visible
Story controls always visible (next/previous/pause/mute/close)
Progress bar for story time and count
Story outline to show watched and unwatched status
Mute/unmute toggle for user control
Grouping by channel (Sky Atlantic, Sky Sports, Sky Cinema, etc.)
Content
Repurposing and re-using existing social media assets
Channel specific for brand familiarity
Forward journeys for add to playlist or subscribe
After launch, the Stories feature quickly demonstrated strong engagement and promotional value for Sky:
24
increase in TV package visits from MySky
400
increase in engagement versus static banner placements
70
of active users interacted with at least 1 story in the first month
12
Increase in early-life customer retention
These results showed that integrating stories transformed MySky into an engaging content discovery hub and a powerful promotional platform for blockbuster shows—proving essential for early-life customer retention and delivering strong return value.
Figma documentation
Sky VIP
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Goodyear