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We craft digital experiences people remember.

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Sky News wanted to turn static editorial coverage around E3 into an experience that kept audiences interacting longer. We designed a playful, interactive mobile experience that deepened engagement, encouraged return visits, and elevated how their audience consumed and shared content.

Challenge

Problem: Turning Passive Content into Active Engagement

During high-attention events like E3, audiences scroll quickly and click away just as fast. Sky News faced a business challenge many brands know well: great content isn’t enough unless users stay, interact, and remember it. They needed a way to make editorial coverage active, memorable, and shareable on mobile platforms.

As correspondent Greg Milam went into the field interviewing the new generation of gamers, we realised that many didn’t know about consoles that made history and still remain relevant players in today’s market.

Solution: An Immersive, Interactive Engagement Experience

Rather than another article, we created a lightweight interactive experience optimised for iPad and mobile browsing:

A gamified narrative guiding users through console comparisons
Playable pixel-art interactions tied to editorial context
Social integration (live comment feed experience) to spark conversation

The design focused on clarity, delight, and motivation, giving users something to do, not just something to read.

Project Scope
1 year and 4 months

Role
UX Research, Usability Testing, Strategy

and UI Design

Tools
Sketch, Dovetail, Invision, Quicktime

1.1

Intro

The Lockheed Martin F-35 Lightning II is an American family of single-seat, single-engine, all-weather stealth multirole combat aircraft that is intended to perform both air superiority and strike missions. It is also able to provide electronic warfare and intelligence, surveillance, and reconnaissance capabilities. All packed in a £79 million piece of machinery.

1.1

Challenge

Skynews developed a series of articles created to inform the reader about this new investment from the British Airforce. The articles broke down costs, the fleet, functionality and controversial topics about the war machine. Our department was commissioned to develop a mobile experience to educate and engage our premium* readers. Within 5 working days! *Premium readers had accessed to exclusive content on mobile devices.

1.1

Solution

On a tight three days deadline, our team gathered information about our current content, assets and which channels of communication they have been deployed.

1.1

We developed the strategy below for launch:

1. On the website we created a series of banners promoting the article with teasers for the premium mobile experience in iPad;2. On TV readers watch and discover more from a budget point of view, performance, on location footage, etc. The app was also played by the presenters inviting readers to try it. 3. On iPad readers could learn about the airplane by PLAYING with it! The application took readers through an interactive tour around the jet's parts and weapons system. Users could use the tablet's accelerometer to see the fighter's structure. Live on : http://interactive.news.sky.com/2013/ipad/f35/index.html