The aim of Manchester United MU.TV was to have an online video on demand service giving fans access to classic moments in club history. Faced with poor subscription figures and usability a substantial re-design was undertaken which played a major part in accelerating profits to 360% since launch.

The navigational structure was re-designed to allow visitors to explore the site intuitively and instinctively. The success of MU.TV has prompted BSkyB to roll out the service to all premiership clubs on its books.