Sky Sports: Increasing Post-Match Fan Engagement

A UX-led exploration into improving post-match engagement for Sky Sports users, conducted within the Sky UX & Experimentation teams.

I worked alongside UX Designers, Creative Technologists, and Researchers at Sky to explore opportunities to improve post-match fan engagement within the Sky Sports TV experience.

UX Research synthesis
Problem framing & opportunity definition
Ideation (HMW workshops)
Concept development & user flows
Wireframing
UX writing

The challenge

Post-match user research revealed a drop in engagement once live sports coverage ended.

Some users described the existing experience as:

“Indifferent”
Easy to ignore
Lacking a clear reason to stay engaged after the match

Why this mattered

Reduced engagement limits content discovery
Missed opportunity to build community and repeat usage
Lower perceived value of the post-match experience

How might Sky design a post-match experience that feels purposeful, engaging, and community-driven, rather than passive or disposable?

Key UX Learnings from Project Chile (Sky UX Research Report)

Passive recommendations lack emotional pull

Fans want to react, discuss, and reflect, not just watch

Users disengage when post-match content feels generic

Engagement increases when users feel invited into participation, not just presented with content.

I participated in a How Might We workshop with the UX and Experimentation teams.

How might we increase fan engagement post-match?

I came up with:
“Sky Sports Live Conversation”

A post-match feature designed to extend engagement by connecting fans through live, topic-led conversations immediately after a match.

Concept wireframes

Match ends and user sees a clear post-match CTA

User joins a live conversation space

User selects a discussion topic

User records commentary with remote to engage

Design principles applied

Clear hierarchy
Familiar TV navigation pattern
Minimal UI friction
Focus states to guide attention

UX Writing & Content Design Insight

As part of this project, I collaborated with the UX Writing team to explore how language impacts clarity, engagement, and business outcomes within the Sky Sports TV experience.

UX copy should reflect how users think and speak, not internal business terminology

Key takeaways

Clear, specific language reduces cognitive load and improves confidence

Words are a core part of the interaction, guiding behaviour just as much as visual hierarchy

Applying these principles, I translated UX writing insights into user-centred, concept-level copy, using language as a design tool to guide behaviour within the Sky Sports Live Conversations TV experience.

Join the post-match conversation.

Hear reactions, share your thoughts, and relive key moments with other fans.

Small shifts in language can significantly impact engagement and perception of value

What do you want to talk about?

Fans are talking about this moment.

Be the first to start the conversation.

This approach demonstrates how UX writing, when designed intentionally, supports clarity, participation, and engagement within TV experiences.

Reflection

Working within Sky’s multidisciplinary design environment provided valuable insight into how user-centred decisions are made at scale and across complex platforms.

This project reinforced the importance of grounding design decisions in research and behavioural insight, collaborating across disciplines, and balancing user needs with technical and business considerations.

Overall, this experience strengthened my ability to contribute meaningfully within cross-functional teams, communicate design rationale clearly, and approach UX challenges with both empathy and strategic intent.