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Netflix Interactive Series

Led visual merch strategy, directed visual design, and executed visual product promotion for Netflix interactive storytelling series.

 

Video Netflix introduces interactive storytelling

Merch visual strategy for Kong on TV

Merch visual strategy for Kong on TV

Merch visual strategy for Word Party on TV

Merch visual strategy for Word Party on TV

User engagement flow explorations

User engagement flow explorations

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Success: Direct correlation of visual merch increased engagement and streaming hours.

Success: Direct correlation of visual merch increased engagement and streaming hours.


THE PROJECT
On-service promotion for the first ever Netflix interactive storytelling series. 

>> Live on Netflix
>> More details on this effort via NY Times, Tech Crunch, and Business Insider


MY ROLE
As Visual Design Lead UXD, I led visual merch strategy, directed visual design, and executed visual product promotion for Netflix interactive storytelling series: Kong, Word Party, and Buddy Thunderstruck. Partnered strategic thinking with product management, directed animation studios and advertising agencies, created visual design concepts for stakeholder buy-in, collaborated with UX designers and engineers for clean interface and product solutions. 


MY SKILLSETS UTILIZED
• Creative Direction
• Strategy
• Art Direction
• Visual Design
• Merch Design
• Visual Product Design
• Managed external vendors


TEAM
Director of Product Innovation, Carla Engelbrecht Fisher
Originals Product Innovation Lead, Lynn Chau
Product Design, Yuean Jeong, Kevin O'Connor
UXD Partners, Paul Anastasopoulos, Travis McCleery, David Gallagher, Alex Osario
Product Creative Producer, Shannon Kaposy
Manager UI Engineering, Maxine Chan Cheung
Copywriter Content Strategy, Renee Crawshaw
Design Director, Chris Smith


DESIGN STRATEGY
Netflix's first pass at active watching. Primary goal for product promotion on service is to differentiate content and generate interest with engaging visuals, with the secondary goal of explaining the content as interactive. 

Utilized A/B testing and qualitative methodologies to objectively identify the "interactive mark" with the highest stopping power. 

Results of preliminary interactive storytelling testing: visuals that made an emotional connection to children garnered empathy and commitment to "help" the character through the choice points.