sky.com

Digital
Merchandising

We're the Sky Creative team behind every hero, spotlight and deal card you see on sky.com and sky.ie. We design them, resize them for every screen and deliver them, every day of the year.

175assets designed and delivered, on average, every week
~8,000assets a year
2websites: sky.com (UK) and sky.ie (ROI), plus the My Sky app
What is digital merchandising

Getting the right Sky product in front of the right customer.

Our goal is to make sure customers get the best possible experience across the site, whether they're browsing broadband or checking out a new phone.

Planned strategyWe plan how Sky products are highlighted and made visible across sky.com.
Customer engagementWe keep content fresh, so a customer sees something new at each step of their journey.
Designed to drive salesEvery placement has a commercial job to do, and we change creative when the numbers say so.
A better online experienceEvery asset has to be clear, fast and consistent on every screen size.
1 dot = 10 assets~8,000 assets this year
Output
~8,000

assets a year across the UK and ROI sites. That's about 175 every week, from Premier League and F1 season starts to daily Sky Mobile updates.

An average week
Mon175 assetsFri
Start of seasonsProduct launchesBrand refreshesCampaignsContent updatesTV packsOffer updatesSeasonal salese-Commerce
Where the work lives

Every page. Every buy journey.

Here's a simplified map of the sky.com pages we merchandise. Each section has its own buy journey. Pick a section to see its pages.

Prospect home page hero with a Black Friday offer
Prospect Home Page Hero
Prospect Deals page hero: Our lowest price ever
Prospect Deals Page Hero
Prospect home page card
Prospect Home Page Card
Home page spotlight with Sky Sports and Pro
Prospect Home Page Spotlight
Sky Cinema page hero, Christmas campaign
Sky Cinema Page Hero
Sky Broadband discovery page hero, Black Friday
Sky Broadband Discovery Page Hero
Full Fibre broadband page hero
Sky Broadband Full Fibre Page Hero
Deals page deal card on laptop and phone
Prospect Deals Page Deal Card
sky.com/sports
And the My Sky app
Meet the team

A small team with a big footprint.

The sky.com digital team, which covers the UK and ROI sites, is split into two teams: UI/UX and Merchandising. Both share one accounts team and are led by one creative director and one design director.

Hover over a name to see their profile on sky.com.

Who we work with

Right at the centre of sky.com.

Stakeholders bring the briefs, and our Sky Creative colleagues bring the campaigns. We turn both into merchandising that works on the site.

Key stakeholdersSky Creative teams
A closer look
Product Marketing
→
Digital Merche-Commerce, owners of the .com space
Marketing
→
Sky CreativeBrand, Campaigns, Advertising
↓
Sky Creative: .com Digital MerchandisingWe work very closely with e-Commerce. Every change is based on sales and performance data.
Sky Creative · UI/UX Design

New experiences and page design

  • Product launch
  • Currys partnership
  • Glass Air launch
  • WH1

Talk to UI/UX when a brief needs new layouts, new components or a new journey.

Sky Creative · Merchandising Content

Everything that fills the page

  • Sky Mobile product launches
  • Black Friday campaign
  • Content updates
  • SOS

Talk to us when a brief needs creative on the site: heroes, spotlights, cards and deals.

Challenges

It's not just resizing.

Every asset has to work on every device and breakpoint, in lots of different sizes and aspect ratios. The plan can also change overnight.

One creative, many frames

The same message has to hold together from a wide desktop hero down to a phone card. Text, buttons and key art all have to move around to fit.

Desktop hero1440 × 600
The same Black Friday campaign on laptop, tablet and phone
Commercially driven changes

Black Friday broadband: live for 4 days, turned around in 2 hours.

Campaign creative doesn't always run for its full slot. When a product underperforms, it gets swapped urgently, and we need to be ready to pivot.

Creative live
4 days
Our turnaround
 
2 hours to present a solution, drawn to the same scale as 4 days
Before: Our lowest price ever broadband deal After: new creative with £150 and £200 offer OriginalNew creative
Help us help you

Bring us in early. Your work will go further.

We want your work to shine online, perform well and earn a solid return on the £££ you've invested. The earlier we're involved, the smoother the digital side goes.

Step 1

Team up early for a smoother digital journey

Bring us in at brief stage, not when the assets are finished. We'll flag breakpoints, placements and copy limits before they become problems.

Figma playground page showing safe areas and a House of the Dragon example
Step 2

Test your designs in context with our Figma playground

  • Drop your assets straight into real site frames
  • See how text and buttons behave live
  • Check responsiveness across breakpoints
Figma template: red placeholders update a full page mock-up automatically

Drop your creative into the red placeholders and the whole page mock-up updates automatically.

Open the asset guide in Figma ↗

Spotted something on sky.com that looks off or out of date?

Give us a shout and we'll help keep things fresh and accurate. We're a small team and we don't upload assets ourselves, but we're here to guide and support you.

See it.Say it.Sort it.