Product Design
Dedicated Show Pages
Philo is a live TV streaming platform built around simplicity — but when it came to promoting major premieres like Yellowstone, we needed a way to create deeper engagement outside the app. Our existing show pages weren’t built for large-scale marketing traffic, and ad campaigns were leading users into cluttered experiences that didn’t convert. My goal was to design a dedicated landing page that lived between product and marketing — focused, fast, and cinematic — giving new viewers a direct path to watch or sign up while letting fans dive deeper into a single show’s world. The result was a dynamic, campaign-ready experience that unified marketing, lifecycle, and product flows — bridging awareness with action and driving measurable lifts in engagement, sign-ups, and playback.
Philo is a live TV streaming platform built around simplicity — but when it came to promoting major premieres like Yellowstone, we needed a way to create deeper engagement outside the app. Our existing show pages weren’t built for large-scale marketing traffic, and ad campaigns were leading users into cluttered experiences that didn’t convert. My goal was to design a dedicated landing page that lived between product and marketing — focused, fast, and cinematic — giving new viewers a direct path to watch or sign up while letting fans dive deeper into a single show’s world. The result was a dynamic, campaign-ready experience that unified marketing, lifecycle, and product flows — bridging awareness with action and driving measurable lifts in engagement, sign-ups, and playback.
Challenge
Philo’s marketing campaigns were driving strong ad traffic, but the user journey broke once people landed in the product. Ads for shows like Yellowstone led users to generic show pages designed for existing subscribers, not for new audiences. They lacked visual impact, focus, and clear calls to action. We needed a dedicated experience that lived between product and marketing — something cinematic enough to feel like a campaign, but structured enough to convert. The goal: turn curiosity into action while keeping the experience unmistakably Philo.
Results
While still in early testing, the dedicated campaign system has shown strong signs of performance:
Higher click-through and engagement from ad traffic
Improved conversion clarity and reduced friction for new users
Created a repeatable template for future tentpole launches
Beyond numbers, the project established a new model for how Philo connects marketing, product, and lifecycle into one consistent narrative.
Process
1. Defining the Strategy
This project required alignment across Growth, Lifecycle Marketing (LCM), Product, and Legal. I led design and strategy, focusing on how we could use Yellowstone as a pilot to prove that campaign-driven experiences could drive measurable conversions.
We studied previous campaign pages that failed to convert and found the same issue: no actionable goal. The fix wasn’t just visual polish — it was purpose. The new page needed to give users a direct, frictionless path to either watch, sign up, or stay connected.
2. Building the Experience
The new Dedicated Show Page combined cinematic visuals with focused functionality.
Primary goal: Watch or start a trial.
Secondary goal: Capture user interest through “Remind Me” and email sign-ups.
The design stripped away clutter, used hero imagery as storytelling, and added dynamic state changes based on authentication. The experience felt intentional — every scroll and transition built narrative momentum toward conversion.
3. Marketing Ecosystem Integration
To make the campaign cohesive across every touchpoint, I designed a full banner system that extended the experience beyond the page itself.
Each banner variation — Skinny, Chunky, and Hybrid — was built for different use cases across Philo’s ecosystem:
Skinny Banners highlighted quick promotional moments, like marathon airings or seasonal events.
Chunky Banners carried the cinematic weight of the campaign, pairing bold imagery with a clear CTA.
Hybrid Banners bridged both, offering strong visuals with flexible messaging.
This system ensured brand and message consistency across homepage banners, in-app placements, and LCM outreach. Whether a user arrived from an ad, a homepage promo, or an email, every interaction told the same story — driving awareness and conversion in one cohesive motion.
4. Alignment and Launch
The Yellowstone campaign launched on October 24, timed with the series premiere. We collaborated with LCM to use the FAST pop-up sign-up flow for unauthenticated users and batch reminder emails for returning ones. Legal approval was secured to handle reactivation flows for users inactive for 2+ years.
Conclusion
The Dedicated Show Page was more than a one-off campaign — it was the blueprint for a scalable marketing ecosystem. It brought design, growth, and brand under one visual language, proving that storytelling can drive conversion just as effectively as strategy.
Each component — from the cinematic visuals to the modular banners — worked together to tell one story: Philo isn’t just where you watch TV, it’s where the story begins.
Philo is a live TV streaming platform where users can watch their favorite shows, discover new ones, and pick up right where they left off. But over time, our show pages had become noisy and outdated, packed with content but lacking focus. Users were struggling to find what they wanted quickly, and engagement was slipping. My goal was to redesign the show page experience from the ground up, creating a cleaner, faster, and more intentional way for users to connect with the content they love while driving stronger engagement and conversion for the business.
Challenge
Philo’s marketing campaigns were driving strong ad traffic, but the user journey broke once people landed in the product. Ads for shows like Yellowstone led users to generic show pages designed for existing subscribers, not for new audiences. They lacked visual impact, focus, and clear calls to action. We needed a dedicated experience that lived between product and marketing — something cinematic enough to feel like a campaign, but structured enough to convert. The goal: turn curiosity into action while keeping the experience unmistakably Philo.
Results
While still in early testing, the dedicated campaign system has shown strong signs of performance:
Higher click-through and engagement from ad traffic
Improved conversion clarity and reduced friction for new users
Created a repeatable template for future tentpole launches
Beyond numbers, the project established a new model for how Philo connects marketing, product, and lifecycle into one consistent narrative.
Process
1. Defining the Strategy
This project required alignment across Growth, Lifecycle Marketing (LCM), Product, and Legal. I led design and strategy, focusing on how we could use Yellowstone as a pilot to prove that campaign-driven experiences could drive measurable conversions.
We studied previous campaign pages that failed to convert and found the same issue: no actionable goal. The fix wasn’t just visual polish — it was purpose. The new page needed to give users a direct, frictionless path to either watch, sign up, or stay connected.
2. Building the Experience
The new Dedicated Show Page combined cinematic visuals with focused functionality.
Primary goal: Watch or start a trial.
Secondary goal: Capture user interest through “Remind Me” and email sign-ups.
The design stripped away clutter, used hero imagery as storytelling, and added dynamic state changes based on authentication. The experience felt intentional — every scroll and transition built narrative momentum toward conversion.
3. Marketing Ecosystem Integration
To make the campaign cohesive across every touchpoint, I designed a full banner system that extended the experience beyond the page itself.
Each banner variation — Skinny, Chunky, and Hybrid — was built for different use cases across Philo’s ecosystem:
Skinny Banners highlighted quick promotional moments, like marathon airings or seasonal events.
Chunky Banners carried the cinematic weight of the campaign, pairing bold imagery with a clear CTA.
Hybrid Banners bridged both, offering strong visuals with flexible messaging.
This system ensured brand and message consistency across homepage banners, in-app placements, and LCM outreach. Whether a user arrived from an ad, a homepage promo, or an email, every interaction told the same story — driving awareness and conversion in one cohesive motion.
4. Alignment and Launch
The Yellowstone campaign launched on October 24, timed with the series premiere. We collaborated with LCM to use the FAST pop-up sign-up flow for unauthenticated users and batch reminder emails for returning ones. Legal approval was secured to handle reactivation flows for users inactive for 2+ years.
Tay Williams
That time
Conclusion
The Dedicated Show Page was more than a one-off campaign — it was the blueprint for a scalable marketing ecosystem. It brought design, growth, and brand under one visual language, proving that storytelling can drive conversion just as effectively as strategy.
Each component — from the cinematic visuals to the modular banners — worked together to tell one story: Philo isn’t just where you watch TV, it’s where the story begins.
Dedicated Show Pages
Product Design