Simple. Honest. Trusted.
As the Lead Product Designer (UX/UI) on Sky Mobile’s Value Stream (MVS), I was tasked with redefining the PDP experience to better serve customer needs, reduce confusion and support commercial performance. While the previous design was functional, it had grown misaligned with user expectations — creating unnecessary friction at one of the most critical points in the purchase journey.
A Simplified, End-to-End Experience
The previous journey split the selection process into two separate stages: first, customers configured their device and contract; then they were taken to a second screen to choose a data plan. This disjointed model led to significant drop-offs. Many users misunderstood the initial price shown, only to discover later that it excluded the cost of their data plan.
Our new PDP redesign consolidates the experience into a single, unified flow. Device, contract length, and data plan are now configured together in one place, with the total package price updated live as selections change.
This end-to-end approach has three key benefits:
- Pricing Transparency: Users can clearly see the full monthly cost from the outset — no more surprises at the checkout.
- Fewer Clicks, Less Friction: The streamlined journey allows customers to complete their purchase with fewer steps, improving usability across both mobile and desktop.
- Better Decision-Making: With all relevant options surfaced together, customers can more easily compare different package combinations and find the one that suits their needs.
These enhancements are launching first within the Tablets and Laptops category — a deliberate and risk-aware move that allows us to validate performance before extending the model to the broader mobile offering.
Driving Design with Purpose
Beyond UI improvements, this redesign was driven by deep UX thinking and insight-led iteration. We mapped out pain points from the existing journey, validated assumptions through data and research, and tested design hypotheses through stakeholder reviews and design critiques.
This was never about surface-level changes. It was about reconciling user expectations with the realities of a complex commercial product and crafting an experience that felt simpler, more intuitive, and ultimately more trustworthy.
One of the guiding principles of the redesign was clarity: every component had to earn its place. The interface needed to reflect Sky Mobile’s brand — confident, reassuring, and customer-first — while still feeling lightweight and usable on all devices.
Collaborating Across Teams
A project of this complexity only succeeds with strong collaboration. From early ideation through to delivery, I worked hand-in-hand with stakeholders across Product, Engineering, Research, Compliance, and Commercial to ensure all viewpoints were considered and balanced.
Within Foolproof and the wider Sky team, I actively fostered open, inclusive design conversations — not only shaping the work itself but nurturing the people around it. As a lead, I provided mentorship to junior designers, helping them refine their deliverables and develop their confidence in owning parts of the PDP stream.
At every step, I championed a culture of constructive critique and shared ownership. By aligning teams around shared goals and making space for different voices, we created a design that felt rigorous, coherent, and genuinely collaborative.
Looking Ahead: Contextual Insurance
As part of the next iteration, we are building on the new PDP foundation by integrating Sky Protect — a contextual insurance product that will be surfaced at the right moment in the journey.
Once a device has been selected, users will be presented with tailored insurance options relevant to that product. These include:
- Damage
- Damage, Loss and Theft
- Continue without insurance
This step will follow the same principles that shaped the current PDP redesign: pricing transparency, minimal friction, and empowering users to make informed decisions. The aim is to deliver an insurance offer that feels helpful — not intrusive — and that builds trust by showing clearly how each choice affects the final price.
We’re currently prototyping this new flow, with the goal of validating it through user testing before full implementation. This future-facing work represents another step towards a more holistic and human-centred purchase journey.
Final Reflections
This project is a clear example of data-informed design meeting craft, empathy, and commercial strategy. It reflects the way I work: with curiosity, clarity, and a deep care for both users and the teams I build with.
I believe the best outcomes come from open, cross-functional collaboration — where each voice is heard and where design is treated not as decoration, but as a strategic tool.
In parallel with delivery, I’m proud to have helped junior designers strengthen their understanding of what great product design looks like — not just aesthetically, but in terms of usability, strategy, and intent.
Design leadership, to me, is about fostering the conditions where others can do their best work. And this project shows just how much can be achieved when that culture is in place.
