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Netflix ROAR

Created visual design and interface solutions at a systems level that were functional, elegant, and global—supporting 20 languages—across web, mobile, tablet and TV.

Video of first-to-market feature

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Success: 15% lift in core metrics and increased brand awareness

Success: 15% lift in core metrics and increased brand awareness


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 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 style guide and trained 20+ creative service designers for productization. Coworked with UX on scaleable interface solutions.


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 UI Engineering, Maxine Chan Cheung
Design Director, Chris Smith



DESIGN STRATEGY
ROAR, aka Rich Original Adaptive Row, was a global, multi-disciplined first-to-market browse feature to 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.