Netflix
Netflix revamps user experience with improved design and use of AI
Easier to find what to watch next on Netflix.
Over the years, we have left traditional television behind to immerse ourselves in the world of streaming. A fundamental part of this experience is not just the content we consume, but how we get to it. The interface is an aspect we often take for granted because navigating between options should be easy. As the way we watch TV evolves, Netflix is preparing to implement a change that will make its platform easier to use... and help us find our next great series faster.
The new face of Netflix
The way we watch TV on Netflix has changed, and with it, the company recognizes that it needs to evolve. According to Eunice Kim, the company’s chief product officer, the goal of the redesign is “helping our members easily find shows, movies, live events, and games that they’ll love.”
This change will take the form of a new home screen that allows us to get to what we want with fewer clicks and with more information available at a glance. The redesign proposal addresses four key needs:
- Flexible: Netflix has expanded beyond series and movies. It now includes on-demand events and live broadcasts, which are more prominently displayed for users to enjoy in real time.
- Intuitive: The design aims to eliminate the need to constantly scroll for information. Everything is better organized, with the most relevant details visible from the start.
- Responsive: Recommendations will be more precise and adapt to the user’s interests and habits in real time.
- Elevated: The new home screen will have a clean, contemporary design with more fluid animations that enhance the visual experience.
In addition to this change on TV screens, this redesign will also reach the screen of our smartphone. This change is reflected in a design that allows for a vertical video feed, accommodating the information so that it makes more sense when we want to search for something on that device.
Let AI make recommendations
One of the most interesting aspects of this redesign is the use of artificial intelligence to improve recommendations. During the presentation, it was pointed out that if you keep recommending the same songs, you lose sight of the fact that each person has unique tastes.
This is where AI comes in: thanks to machine learning, the platform will constantly analyze user behavior - including what they watch, what trailers they play, and what content they give “thumbs up” to - to make personalized recommendations. This evolution will be reflected directly on the homepage, which will be dynamically adjusted.
Netflix is also exploring the use of generative AI to make searches easier. The goal is for you to be able to type natural phrases from your phone, just as you would in a conversation. For example: “something to cheer me up” or “a movie that is scary, but not too scary, and also funny.”
The redesign will be rolled out over the coming months, gradually reaching users around the world. Netflix wants to not only keep us glued to our screens but also make every minute we spend browsing worthwhile.
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