‘Sky’s Hyper-Personalized Experience’ is the challenge for the third workshop

We have quickly reached the last step of this extremely stimulating and rich journey; our heroic students will have the chance to work on a brief launched directly by Sky Italia, which captures one of the daily challenges and purposes they face. For the occasion, we were joined by a team from Sketchin, consisting of Enrico Tedoldi, Design Director at Sketchin, Gea Sasso, Service Designer at Sketchin, and Alice Brovelli, UX & Service Designer at Sketchin, who will be accompanied by the Specializing Master’s didactic coordinator, Bryan Sabin.

The entertainment world is facing new challenges linked to cutting-edge changes brought into play by exponential technological advancement, which have repercussions on the ecosystem of services, on experience offerings, and on business models. Among the most relevant topics in this framework, hyper-personalization emerges, differentiating from traditional personalization “with regard to the use of real-time data, AI and predictive analytics as opposed to historical customer data to facilitate a totally tailored user experience” (Elad Natanson on Forbes, 2023).

Therefore, we wonder: how could Sky evolve to offer a hyper-personalized experience to its users? Our students are asked to imagine and design the most appealing and interesting service experience capable of supporting Sky bringing a hyper-personalized experience all over its ecosystem. The ultimate goal is to help Sky find the right innovation strategy to redefine its ecosystem to establish itself as a leading media and entertainment company increasingly. What new or redesigned experiences should Sky offer in the coming years? How should its ecosystem of services evolve?

During this last workshop, students will have the opportunity to experiment with the service design process in a semi-autonomous way, simulating a real design agency. Teams will work on the brief with the methods and tools they deem most appropriate while respecting the macro-objectives shared by this workshop’s faculty. Let’s start!