How Netflix Changed Their UI/UX Design to Give Better Users an Experience


When Netflix first launched, their UX was transactional. Rather than watching a show, a user would add a DVD to their queue and wait for it to be delivered a few days later. Once it arrived, a user would simply watch it on their DVD player. This design focused on efficiency and getting people to spend as little time as possible on the site. In short, it was not a user-centric experience.

Simpler UI/UX design

One way that Netflix is improving the user experience is by re-designing their mobile app. The new Netflix app allows you to watch movies and television shows on your phone or tablet. It used to only offer a small selection of titles, and you would have to go back and change devices to find the perfect show. However, this has now changed. By making the entire experience more user-friendly, Netflix is bringing in more viewers and earning a solid reputation in the industry.

Previously, Netflix’s UI was all about transaction. Instead of presenting options in a linear fashion, users had to click on options and respond to them. Now, the selections are displayed on alternating cover photos and related info slides in. Users are encouraged to interact with them by hovering over them. Alternatively, they can move or resize them depending on their priority.

Adding visual cues

Adding visual cues to Netflix’ UI/UX design to give better users an experience is as easy as incorporating Google’s material design system. The main principle of this design system is to make elements layered and overlaid, similar to how paper is layered, but with a specific use case: refinement of a search. Visual cues are one of the most important ways to improve the user’s experience.

A new version of the Netflix TV app is on the way. The company is rolling out a new television experience, the biggest single product update in the company’s history. It introduces a new way for users to browse, search, and discover titles. It is more visual, and is intended to entice viewers to spend more time watching video.

Adding a wishlist

By adding a wishlist to the main page of their site, Netflix has addressed two common user frustrations and implemented a more intuitive experience for users. First, users are required to enter a password for their account, even though the service already offers a mobile login. The second issue relates to how users must enter a password using a TV remote. While this is a convenient feature, Netflix’s policy forces users to use simpler passwords, compromising security.

Adding a binary rating system

In an effort to make their content more personal and a more positive experience for their users, Netflix has added a binary rating system to their graphical user interface. By using this rating system, users will be forced to act on their feelings, rather than just give a one-star rating. The system also reduces the amount of time users need to rate content.

A binary rating system can be useful for large media properties and smaller products. Large companies often adopt design decisions that are detrimental to users. By allowing users to rate their favorite content, companies can ensure they offer a better user experience. Moreover, frequent user ratings will help sophisticated algorithms personalize content based on user preferences. Therefore, these systems are beneficial for both large and small companies.


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