Product Design
Premium Content Row
Philo is a live TV streaming platform where users can explore hundreds of channels, from free to premium content. But while our catalog was deep, our upsell moments weren’t landing — premium content was hidden in plain sight. Users had curiosity, but no clear path to upgrade. My goal was to design a more natural way to surface value inside the product — a dynamic, visually integrated “Pro-Row” that showcased premium content contextually within the browsing experience. The result was an upsell moment that felt native, not intrusive — turning everyday exploration into conversion.
Philo is a live TV streaming platform where users can explore hundreds of channels, from free to premium content. But while our catalog was deep, our upsell moments weren’t landing — premium content was hidden in plain sight. Users had curiosity, but no clear path to upgrade. My goal was to design a more natural way to surface value inside the product — a dynamic, visually integrated “Pro-Row” that showcased premium content contextually within the browsing experience. The result was an upsell moment that felt native, not intrusive — turning everyday exploration into conversion.
Challenge
Philo’s upsell moments were buried — literally. Premium content lived deep within the guide and library, leaving users unaware of what was even available beyond their current plan. We were missing easy opportunities to surface value where users were already exploring. The challenge: how do we make upgrade opportunities feel natural inside the experience, not like ads on top of it?
Results
The Pro-Row outperformed expectations — proving that subtle, contextual design could drive stronger conversion than interruptive pop-ups.
+23% increase in completed payments on Fire TV
+17% increase in upgrades among exposed users
Higher engagement across premium content rows, without harming overall session time
By integrating value messaging directly into the browsing experience, we turned passive discovery into active intent — without breaking flow.
23%
Increase in completed payments
17%
Increase in upgrades
Process
This project started with one insight — users upgrade faster when the offer is contextual. Instead of interrupting, the experience needed to guide.
1. Finding the Sweet Spot
I partnered with Data and Lifecycle Marketing to map where users showed upgrade intent — mostly around premium titles, live sports, and locked content. That gave us our anchor points for when and where the offer should appear.
2. Designing the Row
I designed a Pro-Row: a dynamic upsell module that lived within the home experience, styled to feel like a native content row rather than an ad. Each card showcased premium shows and networks available through the upgraded plan, with a clear visual tag and upgrade CTA.
Visually, it leaned cinematic — high-impact hero art, soft gradients, and a premium “Pro” label that matched Philo’s visual language.
3. Collaboration and Testing
Working with Engineering, we built a modular system that allowed Growth and LCM teams to easily swap out hero titles without dev cycles. I ran multiple A/B tests on row placement, copy tone, and imagery to measure click-through and conversion.
4. Real-World Validation
The design rolled out across Android and Fire TV, platforms where lean-back engagement is highest. We closely monitored user flow data and interaction heatmaps to gauge performance.
Conclusion
The Pro-Row project showed that growth design doesn’t have to feel “growthy.” When you design with intention — visually, contextually, and emotionally — conversion follows naturally.
This wasn’t about shouting louder. It was about showing value where users already felt it — turning curiosity into action, one scroll at a time.
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 upsell moments were buried — literally. Premium content lived deep within the guide and library, leaving users unaware of what was even available beyond their current plan. We were missing easy opportunities to surface value where users were already exploring. The challenge: how do we make upgrade opportunities feel natural inside the experience, not like ads on top of it?
Results
The Pro-Row outperformed expectations — proving that subtle, contextual design could drive stronger conversion than interruptive pop-ups.
+23% increase in completed payments on Fire TV
+17% increase in upgrades among exposed users
Higher engagement across premium content rows, without harming overall session time
By integrating value messaging directly into the browsing experience, we turned passive discovery into active intent — without breaking flow.
23%
Increase in completed payments
17%
Increase in upgrades
Process
This project started with one insight — users upgrade faster when the offer is contextual. Instead of interrupting, the experience needed to guide.
1. Finding the Sweet Spot
I partnered with Data and Lifecycle Marketing to map where users showed upgrade intent — mostly around premium titles, live sports, and locked content. That gave us our anchor points for when and where the offer should appear.
2. Designing the Row
I designed a Pro-Row: a dynamic upsell module that lived within the home experience, styled to feel like a native content row rather than an ad. Each card showcased premium shows and networks available through the upgraded plan, with a clear visual tag and upgrade CTA.
Visually, it leaned cinematic — high-impact hero art, soft gradients, and a premium “Pro” label that matched Philo’s visual language.
3. Collaboration and Testing
Working with Engineering, we built a modular system that allowed Growth and LCM teams to easily swap out hero titles without dev cycles. I ran multiple A/B tests on row placement, copy tone, and imagery to measure click-through and conversion.
4. Real-World Validation
The design rolled out across Android and Fire TV, platforms where lean-back engagement is highest. We closely monitored user flow data and interaction heatmaps to gauge performance.
Conclusion
The Pro-Row project showed that growth design doesn’t have to feel “growthy.” When you design with intention — visually, contextually, and emotionally — conversion follows naturally.
This wasn’t about shouting louder. It was about showing value where users already felt it — turning curiosity into action, one scroll at a time.
Premium Content Row
Product Design