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Case Study

Enhance Sports experience by uncovering content while watching other VoD.

2016 - Sky

SkyQ Apps offer a unique opportunity to combine LIVE content with VoD and OPTA stats to deliver a 360º experience.

Combining the mobile experience with data and VoD Clips under one comprehensive experience, just one swipe away to get SSNHQ.

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Enhance the experience by uncovering sports content while watching other channels.

SkyQ Apps offer a unique opportunity to combine LIVE content with VoD and OPTA stats to deliver a 360º experience

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Ambition

A Truly
Connected
Experience
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Effect

Sky Sports News HQ combines all sports news and the Score Centre in one place. Now you can keep up with your favourite teams from your TV as well as from your mobile phone.

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Customer Centric

Manifesto.

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Invisible

We wanted to deliver a truly compelling experience where all screens are connected. We envisioned SSNHQ could be connected to all our data streams and clips in one comprehensive Centre of Digital Home™ for Sky Sports. All users should be able to keep up to date with their favourite sports while still watching a movie or playing video games. Now Sky Sports would become truly integrated.

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Landscape

The Challenge.

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Effect

Any proposition should focus on internal challenges first.  We identified three significant challenges we needed to resolve before we could launch the product.

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Scalability

Due to space limitations, we needed to make the experience scalable across all major Sky sports events. This way, we could deliver a truly scalable solution for our customers.

We carried out intensive research into what stats are important to our customers. Our design team then unified these stats into a scalable ecosystem.

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Flexibility

Our initial challenge did not come from user demands or business restrictions, but from technical limitations.

This is why technology played such a crucial role in how we delivered.

Flexibility across the projects helped designers make fast yet very effective decisions that decreased refactoring and gave the team more time to test and validate future concepts.

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Integration

To build something flexible, you have to have a great engineering team. Design means nothing without great technical support. Our engineers ran in parallel to design (Dual-track Agile) and established robust solutions based on actual data. This allows us to validate propositions quickly and bring changes to the final release faster than we anticipated. 

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Methodology

Sky Sports
News HQ.

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Ecosystem

The design framework became a living breathing organism behind all our business, design and development decisions. With the support of designers, the prototyping team validated the behavioural patterns in a real TV environment. Once validated, the delivery team implemented the designs – 40% faster than planned originally. 

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Adaptable

Each TV has a different ratio how of display graphics. Our design team was challenged with consolidating a unique measurement system for skyOS to cater to different rendering systems and displays connected to Sky set-top boxes.

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Design Specific

Unified
Experience.

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Atomic

The design team documented all possible variations of how scores and stats across all major sports (including football, rugby, cricket, golf and Formula 1) needed to be displayed.  

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Ambition

A Tailored Sports Experience.

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Effect

Customer can now tailor their experiences so they only see information about the teams, personalities or specific competitions they are interested in.

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Design Specific

Co-Viewing.

This is an example of how Formula 1 stats appear when a user wants to see the Race Results overview.

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Ecosystem

The image above shows how Formula 1 stats are presented before, during and after the race. This data also includes drivers' track/circuit position and team ranking. 

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Design Specific

The Experience.

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Ecosystem

Our components could be reused across all Sky Sports Apps. This brings an enormous opportunity to scale the viewing experience beyond the customers' imagination. Below is an example of the CX documentation we delivered to our development team to support scaling the proposition.

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Methodology

The Customer Experience.

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Ecosystem

Our design team went from being a centralised unit supporting five feature teams, to a redistributed design network integrated with the development cycle.
We all learned valuable lessons related to Design at Scale through our close interactions with the development teams.

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Method 

Design
Methods.

2000 - 2022

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Adaptable

The complexity of our documentation grew from 60 pages to over 1,200. Initially, we used Adobe CC to manage our documentation but due to its limitations, we moved our operation to Atlassian Confluence. In the first six months of the project, we established a unique skyOS naming convention that we quickly scaled across all our products. Then we moved all our design operations into one location: Atlassian. We defined new ways of working for the design team based on tribal leadership and Dual-Track Agile processes. This meant we could scale from one to five products effectively. It was in the first six months we could see how the proposition of the "Power of One" could make an impact on delivery.

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Method 

User
Flows.

2000 - 2022

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Atomic

User flows vary in different ways depending on the event or sport. The business team, together with our stakeholders, did an  incredible job identifying and articulating the  requirements so that our team could provide a simple solution to a complex problem

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Method 

Components
Variant.

2000 - 2022

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Atomic

With 157 components, we could generate a vast number of variations to address the demanding and constantly changing sports environments. 

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Why

Product Design Delivery at Scale.

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Method 

Design
Methods.

2000 - 2022

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Confluence

The Customer Experience team together with talented BAs created Design Hubs where we shared all information. The hubs allowed us to collect our High-Level Requirements (HLRs), User Acceptance Criteria (UAC), System-Level Requirements (SLRs), as well as the design prototypes and all their iterations. An easily trackable and sharable environment allowed us to move faster and smarter. 

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Twenty yeras in making

20+

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Jira

Atlassian's JIRA helped me organise work across the three teams and 30+ projects. Together with CSM® and powerful Jira Query Language (JQL), we created dashboards that operated and informed stakeholders about the current situation, velocity and how we were delivering value to the business.

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People

The Sky Q Apps
Product Team.

2013 – 2016

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Anthony D.

Group Director

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Davide T.

CPO® Apps

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Jeremmy W.

CPO® Sky Sports

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Joel B.

Creative Director 

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Jiri M.

CX Director Apps

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Matt C.

Design Director Core

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Sam B.

CSM®

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Matt P.

Copywriter

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Adelaide L.

UI Designer

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Ashley B.

UI Designer

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Anneke G.

UI Designer

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Adny C.

UI Designer

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Impact

Impact of Design on the Product Delivery.

Overall
Budget.

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50m

We have launched the product earlier than originally estimated, which has a significant pack on operational cost

Design
Function Saved.

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16m

DaS implementation saved on operational and management costs as we don’t need to spend additional reporting.

Impact on
the Business.

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32%

From the project initiation to final delivery the overall impact on the business including team cost, operation, development and integration was about 32%

* All great teams operate on a simple family model. Across the multicultural and multidiscipline teams, we all have families and understand our roles in these groups. Translating that correctly to the team makes a significant difference to the tribe and their outcome.

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