The brief:

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

Poke’s answer:

A completely re-engineered website to clearly present the business and its products — with streamlined journeys to help users get exactly what they wanted when they visited the site.

Nitty gritty

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.


  • Over 1 million users a day, making Skype.com the busiest website Poke’s had the pleasure of re-designing.
  • At that volume, every nuance counts.
  • A successful roll out that immediately started to deliver revenue.
  • The site (which we’re proud to have played our part in) won a Webby Award for “Best Practices.”

What happened

One of our biggest, most comprehensive design challenges to date.

A marriage of user-centric thinking, business needs and brand communication.


  • Webby Awards
    Webby Awards

    Winner ‘Peoples’ Voice ‘Best Practices’ ’ 2011