The onboarding journey was designed to feel simple, intuitive, and welcoming for both new and existing customers. It ensured customers understood the value of the programme from the very first interaction. This created a sense of discovery while reducing the risk of customers overlooking key benefits.

One of the most impactful additions, Rewards on Repeat was a direct response to customer feedback asking for guaranteed rewards. By designing a prominent, easy-to-navigate flow for weekly treats, I ensured users could quickly find and redeem rewards. This created a reliable reason for customers to return to the app on a weekly basis, reinforcing loyalty through consistency.

Sports fans are among Sky’s most passionate customers, and the new Sports Hub gave them a dedicated destination for tailored rewards. From priority tickets to exclusive digital content, the hub was designed to connect fans with sports experiences. The visual design emphasised energy and excitement, aligning with Sky Sports’ brand identity.

To provide everyday relevance, I helped design the “Everyday Savings” discount hub. This gave customers access to exclusive offers across retail, dining, and lifestyle brands. The hub addressed the feedback that VIP lacked practical value, making loyalty feel rewarding in day-to-day life. A clear categorisation system and quick redemption process kept the experience frictionless.

To drive long-term retention, I designed the “Discover What’s New” section. This encouraged repeat visits by surfacing new features, fresh rewards and limited-time offers, adding an element of surprise and discovery every time customers visit Sky VIP. This gamified approach helped keep the programme engaging over time.