UX Project: Philo

Rethinking the Design of Philo's Interface

What is Philo?

Philo is a low-cost TV streaming service that caters to cord-cutters that want to break away from traditional TV and satellite options.

Discovery Phase - Understanding the Product and the UI Issues

Philo offers 61 channels, premium add-ons, and unlimited DVR recording. Users can stream on up to three devices at the same time and create up to 10 profiles per account.

Philo is supported on many devices including:

  • Web - Chrome, Firefox, IE
  • Android TV
  • Apple TV
  • Roku
  • Firefox
  • IOS
  • Android

More information about Philo

In the U.S., 69% of consumers pay for streaming video services The highest demographic were those between the ages of 22-35 (88% paid for streaming) Suscribers generally had three different streaming services. Of the users, 44% reported they subscribe to streaming services to avoid commercials

In 2019, the leading Cord Cutting website, cordcutternews.com, surveyed its readers to determine their favorite streaming services. Philo ranked number 3.

  1. Hulu
  2. YouTube TV
  3. Philo
  4. Sling TV
  5. AT&T TV Now

There are four main sections of the Philo app:

  • Home
  • Guide
  • Saved
  • Settings

User Research

Asking users about their experience with cordcutting and the Philo product helps gain insight over areas to improve upon.

  • What do you like about Philo?
  • What device do you use the app on?
  • What do you find frustrating with your experience?
  • What would you change about the app?

User Results:

When asking users about the Philo app, the top concerns were:

  1. 1. Difficult to find what I’m looking for in DVR
  2. 2. No easy way to browse by mood like other platforms
  3. 3. Movies expire without me having a chance to watch
  4. 4. Cannot sort by “recently aired” in the show details section. Also, cannot fast-forward through some commercials in this section.

Competitor Analysis

Philo’s top TV Streaming Competitors:

  • Hulu
  • YouTube TV
  • Sling TV

Popular On-Demand Streaming Competitors:

  • Netflix
  • Disney+
  • Prime Video

When looking at the features of these streaming platforms, it is good to get a strong familiarity of Philo. This allows for observation of key differences, functionality, and strengths of the competitor’s interface.


Because Hulu has a TV and Movie library, their interace includes sections to easily browse this extensive catalog.

Youtube TV

YouTube TV allows for sorting option functionality within their show list. In this example you can sort by “Most Popular”.

Sling TV

Sling TV allows for sorting of your DVR recordings by “Recent Recordings” as well as alphabetically.


Netflix allows for categorization of videos to browse easily by mood.


Disney+ utilizes dropdown menus to filter content.

Prime Video+

When hovering over cards, Prime gives detailed information about a show rather than forcing the user to clickthrough to learn more.

Design Proposals & Requirements

Most of the user concerns have to do with the DVR (Saved) screen as well as the individual show selection screen. Those will be the key areas of redesign.

1. Difficult to find what I’m looking for in DVR


Utilizing knowledge in design, trends, and leveraging competitor platforms, we can solve this problem by:

  • Adding sorting options
  • Making show titles clearer through the design
  • Allow for listing as well as icon view
  • Utilize hover states for more information on each show

2. No easy way to browse by mood like other platforms


We can solve this problem by:

  • Ensuring all videos have tags for their type of program
  • Create a Genre filter that sorts each program by its appropriate category

3. Movies expire without me knowing or having a chance to watch


We can solve this problem by:

  • Adding an “Expring” category in the “Saved” section.
  • In the “Expiring” category, display all shows that are expiring beginning with the soonest.

4. Cannot sort by “recently aired” in the show details section. Also, cannot fast-forward through some commercials.


We can solve this problem by:

  • Adding a sorting dropdown with multiple options.
  • Differentiate DVR and VOD programs.



UI Kit

Design Summary

In summary, the redesign for Philo allows for greater control and functionality by the user.

We’ve added many features without the needed to radically redesign the interface to increase the satisfaction of the user and solve their various problems.

By adding sorting, filtering, categorization, a cleaner design, and more details about each show without the need to click through, the user is able to have a great user experience without the need for a complete shift in brand and design.

Next Steps

User testing would be the next step in the process. Through prototyping and user testing, we can get valuable insight into what is working and what is not working. From there, we can continue to iterate and refine the design for launch.

Design is never finished and upon implementation of design, metrics and user data should be gathered and analyzed to ensure users needs are being met.