Sky Italia — Sky Online
Sky Italia approached frog to help them adapt to a broadcast landscape being redefined by online and mobile media consumption. The Sky Online over-the-top media service delivers a delightful premium content experience that is consistent across platforms and poised to win over the Italian market.
Before the dawn of the always-on, always-connected era, few would have predicted that network television dominance would ever be challenged. Today the challenge is very real, with global online television subscription revenues growing from $1 to $13 billion between 2010 and 2013.
The shift is driven in part by the preferences of younger, more connected, mobile consumers who favor over-the-top (OTT) offerings that stream content to any or all of their devices, wherever they are, on their terms. Recognizing this trend, Sky Italia engaged frog to develop an OTT offering to simultaneously support the viewing preferences of a new generation of content consumers and defend against incoming OTT competitors.
The result is Sky Online; an OTT offering that streams Sky’s premium content, such as movies, TV series and sporting events to internet-connected devices, including computers, tablets, and gaming consoles.
Sky Online aspires to deliver an experience that customers love and return to. After exploring a range of alternative principles and directions, the design was grounded in four experience pillars: content at the core, trust and transparency, surprise and delight, and architectural coherency. Together, these informed both the visual and interaction design approach, and also significantly influenced some business-level decision-making.
Highlighting Sky’s extensive content library, Sky Online features large, vibrant images that immerse the user in the content selection process. Motivated by the idea of users falling in love throughout their ongoing product relationship, Sky Online encourages social connections and sharing are around a rich content rotation curated by an editorial team. With attention to customer empowerment, the product offers a sense of control from trial to subscription and ongoing usage. No matter what the platform, users explore content within a consistent structure.
Over a six-month engagement, frog and Sky Italia envisioned, designed and detailed an OTT service differentiated by the quality of experience across a range of platforms. frog delivered design, code, guidelines and developer support for the Sky Online experience, including a design language system that flexibly extends for a consistent interaction experience whether someone is on a computer, tablet or gaming console.
Throughout the project, frog collaborated with an intricate network of stakeholders, working side-by-side with internal and third party developers and maintaining systematic verification loops from concept through usability testing. As a result, frog and Sky were able to fully realize the Sky Online vision.
"frog’s design team was able to run the extra mile on every aspect of our project. Not only did they support the Sky Online team around the clock, but also they continuously sought new ideas to reach perfection on every detail. frog is a partner you can truly rely on."
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