Redesigning Philo’s Show Pages
A Journey of Iteration and Insight
Background:
It all started with a simple question: How can we make it easier for our users to engage with their favorite shows? Philo’s show pages needed a refresh — a redesign that went beyond aesthetics, focusing instead on creating an intuitive, frictionless experience. It wasn’t just about updating visuals; it was about rethinking how users discovered and connected with content.
Step 1: Finding the North Star
The first step was to align with the broader business goals. We wanted to increase engagement, conversion rates, and create a more direct path from discovery to viewing. But to do that, I needed to dig into the data. I partnered closely with our Data and Lifecycle Marketing teams, analyzing user behavior, past engagement trends, and previous tests that didn’t hit the mark. Our goal was clear: users needed a simpler way to find and interact with shows they cared about.
Step 2: Unpacking the Problems
User feedback painted a clear picture: the existing show pages felt cluttered, making it hard for viewers to focus on what mattered — watching content. Drop-offs were common, especially when users had to sift through irrelevant information. We had to find a way to cut through the noise and make every interaction count.
I broke down the journey into smaller steps, pinpointing friction points where users lost interest. The data showed that users wanted easy access to episode lists and quick options to continue watching. They wanted clarity without having to think too hard about their next step.
Step 3: The Design Sprint
Armed with insights, I kicked off a design sprint. This was all about rapid ideation and testing. I started with wireframes that stripped away unnecessary elements, focusing on creating a streamlined content experience. Hero images were brought to the forefront, episode lists became more accessible, and buttons for continuing or starting episodes were placed prominently.
The design process was a series of iterations. We tried out different layouts, tested button placements, and gathered feedback from internal stakeholders. I worked closely with engineers to understand technical limitations, ensuring our designs were not only user-friendly but also feasible within the given constraints.
Step 4: Testing and Iteration
With a working prototype in hand, we launched a beta test to a select group of users. This was the critical phase — our chance to see if our assumptions would hold up in the real world. I closely monitored user interactions and gathered qualitative feedback through surveys and in-product prompts.
Step 5: The Launch and Beyond
After multiple rounds of testing and refinement, we launched the new show page design. The results spoke for themselves: 10% increase in initial payments, 5% rise in subscribers, and 18% boost in sign-ups.
But my work didn’t end with the launch. I continued to monitor the design’s performance through ongoing data analysis and user feedback loops. Each week, I met with cross-functional teams to review the numbers and identify further areas for optimization. This was a living, breathing project, and I was determined to keep improving it, adapting as user needs evolved over time.
Reflections:
Redesigning Philo’s show pages was more than a design challenge — it was a lesson in listening, iterating, and adapting. It reinforced the importance of understanding user needs deeply and being willing to pivot when the data tells a different story. Most importantly, it showed that a simple, well-thought-out user experience can have a huge impact.
