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Case Study — Designing skype.com

Redesigning Skype.com to drive profits as well as downloads

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At a
Glance

Collaborate closely with the team at Skype to re-architect and re-design Skype.com for the launch of the v5 client.

Project Details
Type
Website
Sector
Software
Services
Digital brand strategy and development
Front end responsive dev
Launch Date
August 2010

The challenge

Collaborate closely with the team at Skype to re-architect and re-design Skype.com for the launch of the v5 client.

Our approach

Poke worked with Skype after the Ebay acquisition until the subsequent sale to Microsoft in 2011. Poke worked across the board, driving product launches, designing community platforms and reshaping their .com presence, their primary acquisition channel, handling over 4 million unique visits per day, in all key languages. When the stakes are this high, every pixel counts.

Skype needed a totally fresh website:  to support the v5 client launch, but also because the time had come to really change the role of Skype.com. The old site had been focused on driving downloads to grow the user base. But with millions of daily active users achieved, it was time to build something that would help to drive profits as well as downloads — and that meant helping Skype users to really understand the role that Skype played in their lives, and how revenue-generating products could be part of that.

Working side by side with Skype’s internal design team, we drew on a huge amount of research and feedback from users, focusing on building a new site architecture that would make user journeys to common destinations effortless. To develop revenue streams, we brought paid subscription and products to the forefront in a friendly, accessible fashion.

While they were at it, Skype took the site re-design as an opportunity to refresh their brand strategy, too. We surfaced aspects of the new brand being developed by Wolff Olins, in the underlying design frameworks, and delivered a comprehensive suite of new product and brand photography which conveyed better the new brand values.

All of this work and thinking then had to be codified into a new CMS platform, suitable for component-based modular page builds - and suitable for deployment in many languages.