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
Sky Broadband’s discovery journey struggled with regional pricing. Customers could only see accurate prices after entering their postcode late in the buy flow, which often caused drop-offs. I was tasked with redesigning the discovery page to integrate a postcode checker upfront. The goal was to shorten the buy journey, surface relevant deals faster, and align with industry competitors who already use postcode checkers prominently.
Challenge
The existing page was overloaded with product and deal cards, a WiFi Max module, and scattered information. Data showed that 63% of sales came from the hero CTA while only 23% of users scrolled past the product cards. Competitors, meanwhile, focused their discovery pages on “Why choose us” messaging + postcode entry rather than complex product breakdowns.
We needed to:
Create an MVP experiment where 50% of traffic saw the new design.
Shift the page purpose away from “which product and how much it costs” toward “why Sky Broadband,” with pricing and product details left for the buy journey.
Ensure SEO visibility by retaining key copy for broadband deals.
Research
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).
Process
Audit & Requirements
Reviewed existing page analytics, mapped out friction points.
Identified redundant components (deal cards, WiFi Max standalone) to strip back.
Information Architecture
Restructured the page into a simpler hierarchy: Hero with postcode checker → Why Sky Broadband RTBs → Easy Switching → Explore More (links out to detail pages) → FAQs.
Design Explorations
Produced multiple concepts (from “hero-only minimal” to “hero + speed breakdowns” for different user types).
Incorporated Sky UI form components for consistency and scalability.
Prototype & Experiment Setup
Designed an MVP A/B test to compare old vs new discovery page.
Integrated tracking to measure engagement with postcode checker vs old hero.
Results
As the experiment is ongoing, early testing and qualitative feedback suggest:
Clearer entry point for pricing through postcode checker.
Reduced cognitive load by cutting product cards upfront.
Stronger alignment with competitor best practice, modernising the Sky Broadband discovery journey.
Internal stakeholders have praised the clarity and flexibility of the new design, with plans to scale this component across other Sky.com pages.
Conclusion
The Broadband Postcode Checker redesign reframed the discovery experience around clarity, simplicity, and accuracy. By placing the postcode step upfront, we aligned with user expectations, reduced friction in the buy journey, and created a scalable component for future use across Sky’s ecosystem.
Conclusion
The Broadband Postcode Checker redesign reframed the discovery experience around clarity, simplicity, and accuracy. By placing the postcode step upfront, we aligned with user expectations, reduced friction in the buy journey, and created a scalable component for future use across Sky’s ecosystem.