Creativity
Communication
Culture
YANCEY
Date
From September 2019
To July 2020
My Role
Project Lead
UX & Service Designer
Designing an omnichannel Netflix experience that blends streaming, cinema, and social connection
Challenge
Despite its global influence in digital entertainment, Netflix lacked a cohesive physical experience that could foster community and support its growing content ecosystem. The challenge was to extend the brand into real-world spaces—reviving the social magic of cinema while retaining the personalization and flexibility of streaming.
Process
I applied a service design approach—conducting surveys, mapping personas, and analyzing both cinema and streaming trends. Through ideation workshops and design sprints, I developed and tested new experience concepts. A strong focus was placed on brand alignment, ensuring the platform’s look, feel, and interactions authentically extended Netflix’s bold, social, and content-driven identity.
Result
Users can find local cinemas screening Netflix content or rent private themed venues for intimate movie nights.
A social layer lets users organize or join movie-themed events, match with friends based on viewing preferences, and manage everything through an interactive calendar.
Features like Netcode (a scannable user ID), personalized match scores, and venue-specific exclusives enhance engagement and community-building.
Next project
SAP Data Kitchen
Redesigning the dining experience through data-driven design and smart UX
Creativity Communication Culture