Netflix: Design Methods

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E VA L U AT E A C O M PA N Y ' S USE OF DESIGN METHODS

ALLISON PITTLER

UXD LEADERSHIP MAY 5, 2019 WEEK 7

allisonpittler.com a.pittler@kent.edu 724.600.5465

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BUSINESS MODEL

NETFLIX P R I M A R Y: L O YA L B U Y E R R AT I O N A L E : Netflix relies on subscriptions to generate revenue. Their "slow growth approach" is evident when looking at how they've increased their content and subscription prices over the years. They can keep rivals out by remaining a lower-cost option than cable subscriptions.

SECONDARY: KNOWLEDGE BASED R AT I O N A L E : In addition to offering programming from various TV networks, Netflix now creates a wide variety of programming not available anywhere else. They are using this original content to cultivate desire.

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DESIGN MATURITY MATRIX

DEVELOPMEN & DELIVERY

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Test, learn, repeat

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Use data to drive changes

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Content previews on hover

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Option to skip TV show intro

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"What to watch next" after finishing a movie or program

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Suggested programming

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Search capabilities

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Product teams are allowed to take the lead & identify opportunities

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Radical changes are tested by small groups

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Mountain and multivariate testing

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Flexibility and curated content

OPTIMIZED

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MANAGED

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DEFINED

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R E P E ATA B L E

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INITIAL

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SYSTEMS & PROCESSES •

POSITION & APPROACH

Increase employer freedom with growth to attract and nourish innovative people

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Uphold brand standards

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Continue to deliver on their mission to provide content people want to watch

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Run informally with self-discipline, avoid chaos, attract creativity

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Values reinforced in hiring, 360 reviews, comp reviews, and promotions

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Establishment of voice: fun, flexible, reliable

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Coaches - hire, develop, and cut smartly at every level of Netlix

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Offer quality content - reflect with branding

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Logo and brand refresh

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Brand standards and guidelines

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Corporate identity creation & guidelines

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Logo variations, color, size

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Guidelines for logo use

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Logo & brand identity

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Values placed in employee's skills and behaviors

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Focus on what gets done - not hours or days worked

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Stress performance, freedom, responsibility in the workplace

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Growth within the workplace through communication is greatly encouraged

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Strong emphasis on company culrure

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Management philosophy created

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NETFLIX: DESIGN LEADER

Netflix is a company that values freedom and flexibility over standardization, and they view design systems accordingly. Unlike many large tech companies, Netflix provides designers with the freedom to make significant changes. They put faith and value in their hired talent, allowing designers to make judgment calls that align with the overreaching goals of the company. Designers have a place within cross-functional teams, allowing an immediate flow of communication across each step of the process; engineering, product, and design.

When it comes to testing, Netflix favors “mountain” or “multivariate” testing. This process involves implementing radical changes to the interface, interaction design, navigation patterns, gesture support, and content, then testing the changes with small groups of users. In turn, the testing helps them uncover new methods for improving the user experience. They are adamant about testing their ideas. Depending on the complexity, they often test a concept multiple times to pinpoint what is driving the outcome. “The general concept behind A/B testing is to create an experiment with a control group and one or more experimental groups (called ‘cells’ within Netflix) which receive alternative treatments. Each member belongs exclusively to one cell within a given experiment, with one of the cells always designated the ‘default cell.’ This cell represents the control group, which receives the same experience as all Netflix members not in the test.” (The Netflix Tech Blog) Netflix truly believes “knowing your user is the most exciting part of the design process,” and it has undoubtedly paid off.

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REFERENCES

Blodget, Henry. “How Netflix Conquered the World: Management Secrets That Propelled A DVD-By-Mail Company To Greatness.” Business Insider, Business Insider, 4 Apr. 2011, www.businessinsider.com/netflix-managementpresentation-2011.

“How Netflix Designs for Flexibility.” How Netflix Designs for Flexibility, www. invisionapp.com/inside-design/netflix-designs-flexibility/.

“How Netflix Does A/B Testing.” Inside Design Blog, www.invisionapp.com/insidedesign/how-netflix-does-ab-testing/.

ALLISON PITTLER

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ALLISON PITTLER