Sky Broadband Postcode Checker
Redesigned Sky Broadband discovery to surface postcode-specific deals upfront, simplifying the journey and aligning with competitor best practice for faster, clearer decision making.
Overview
The Broadband Postcode Checker is one of the most important entry points for Sky Broadband customers. It is the very first step where users want to know if broadband is available at their address and what speeds they can get. The previous version was functional but lacked focus, with competing elements and scattered messaging that often left users unsure where to begin.
The goal of the redesign was to create a sharper and more intuitive experience. By placing the availability checker at the heart of the page and supporting it with trust signals, the new design provides clarity while reinforcing Sky’s reliability and value.
Old Page
New page
Challenge
Our research showed that the availability checker was the most used feature but it was buried among competing sections. Users repeatedly said they wanted a simple, direct answer about broadband speeds and availability but were instead left scrolling through too much content.
From a business perspective, Sky had also introduced new broadband positioning. This required the page to do more than just answer availability. It also had to strengthen reassurance, highlight reasons to choose Sky, and make switching feel effortless. The challenge was to deliver a page that cut through the clutter for users while presenting Sky as the most reliable option.
The cluttered mid section of the old page
Process
We began by mapping out four distinct design directions, each focused on a different user or business priority: speed first layouts (Variant A), reassurance through reasons to believe (Variant B), user scenario driven pathways (Variant C), and trust led messaging (Variant D).
These prototypes were tested to capture both where people clicked and how they described the experience. Observations revealed that layouts with the checker front and centre performed strongest, but people also valued supporting reassurance elements.
Through iteration, we created a final design that led with the postcode checker, surrounded by clear reasons to believe, trust messaging, and a switching module. Content was condensed and repositioned so that users could reach broadband speeds earlier, while still getting the confidence boosts needed for conversion.
Quantitative data: Discovery pages drove 31% of broadband sales YTD, but performance was concentrated in the hero section.
Competitor audit: Virgin, BT, and TalkTalk all surface postcode checkers at the top, keeping details minimal until later in the journey.
Internal stakeholder interviews: Merchandising wanted flexibility to highlight offers, while product teams emphasised accuracy and simplicity.
Exploration phase: Several design directions were tested, ranging from heavily simplified hero-first layouts to more modular breakdowns highlighting broadband speeds (streaming, gaming, home office).
Results
Testing produced clear, measurable outcomes that validated the redesign.
92 percent of users in Variant C went directly to the availability checker, proving the new hierarchy worked.
The checker was the most interacted with element in every prototype, confirming it was the correct focal point.
Adding reasons to believe increased scroll depth and exploration without distracting from the main task.
Variant D achieved the highest ratings for clarity, confidence, and likelihood to purchase.
Feedback highlighted switching ease and speed as the most powerful motivators, while also identifying transparency on pricing as a next opportunity
Users consistently described the new experience as straightforward, clear, and reassuring. This showed that the design was not only easier to use but also stronger at building brand trust and conversion intent.
Conclusion
The Broadband Postcode Checker redesign delivered a simpler, faster, and more confidence inspiring journey. By placing the checker at the core of the page and supporting it with modular reassurance elements, the new experience reduced friction and guided users to their goal more effectively.
Testing demonstrated significant improvements in clarity, confidence, and engagement. The redesign gave Sky both a stronger conversion pathway and a flexible foundation for future updates, turning a once functional tool into a seamless and persuasive brand experience.
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