Created an inventive visual-browsing feature across multiple platforms that increased viewing by 15% for 93M members. Rich Original Adaptive Row (ROAR) utilized A/B testing to confirm design hypotheses.
THE PROJECT
Global, multi-disciplined first-to-market browse feature "Rich Original Adaptive Row" to encourage users through Netflix Original content while maintaining their immersion in the story.
>> Live on Netflix
MY ROLE
As Visual Design Lead, I created the visual design and interface solutions at a systems level that were functional, elegant, and global—supporting 20 languages—flexible across web, mobile, tablet, and TV, based on build-measure-learn process and strategic design decisions informed by empirical data. Collaborated with engineers to optimize and programmatically crop final art assets, established a style guide, and trained 40 creative service designers for productization.
DESIGN STRATEGY
Encourage users through original content while maintaining their immersion in the story. Utilized A/B testing to confirm our design hypothesis; promoting Netflix Original content as a cohesive visual system is more powerful than single content promotion.
MY SKILLSETS UTILIZED
Visual Design • Visual Product Design • System Design • Strategy • Design and Dev integration • Led design team
TEAM
Director of Product Innovation, Jennifer Nieva
Originals Product Innovation Lead, Lynn Chau
UXD Partners, Paul Anastasopoulos, Ian Kirk
Product Creative Producer, Shannon Kaposy
Manager of UI Engineering, Maxine Chan Cheung
Director of Design, Chris Smith