Northstar: Philo actively and quickly connects you to the TV you want—without distractions, obstructions, or unnecessary elements. We embrace a streamlined approach, prioritizing clarity and ease of use. By eliminating unnecessary complexities, we ensure that audience can navigate and utilize the product with minimal effort. This focus on simplicity not only enhances user satisfaction but also accelerates their path to achieving their goals. Empathy and connection: People are at the center of everything we do.

The redesign of Philo’s homepage resulted in ~20% improved conversion rate.

Homepage success criteria: Reduce time to stream start (improved 55.6%) — Simplified and more focused directions

Principle: Adapting Familiar Patterns vs. Novel Innovation — Clear, simple CTA — Let the content shine with immersive images

Brand: Corner radius reflects curves of logo hooks