Netflix Evidence Framework · 2021 to present

Owning the Netflix
Evidence Design System

I turned four legacy evidence systems into one governed framework for what a title may say, how much, and when to stay quiet, on a product a few hundred million people use.
8.3% to 24.5% coverage, capped on purpose · about $8M a year from one badge test · +11 points from the Top 10 badge

At a glance

My role
Lead designer on the evidence framework for the Netflix member experience. I own the text evidence layer end to end across TV, mobile and web, including the video forward TV redesign.
Scope
About 50 partner teams, from games, podcasts and live events to ads, put words and badges on titles through the one framework I own.
Team
I lead design with a content designer, partner with engineering to enforce the hierarchy in code, and with consumer research to decide how much a title gets to say.
Decisions I own
What a title may say, how much, and when: four systems into one, eleven ranked categories, and a coverage cap at 24.5%.
Built to run without me
I wrote the whole system down, the hierarchy, the priority rules and the edge cases, so teams across the org can make the call without me in the room.
The one thing
I turned four overlapping evidence systems into one governed framework: what a title is allowed to say, how much, and when, ranked in code. Coverage grew from 8.3% to 24.5% and I capped it there.
Context

The Netflix evidence system in thirty seconds

Everything in this story lives on one screen. Point at each dot to see the pieces I owned.

A few hundred million
members across TV, phones and the web
About 10,000
titles in the catalog, about 40 rows on screen
Half a second
of attention per title while people skim
  1. 1 · The titleArt and name. Every other piece has to earn room next to it.
  2. 2 · Metadata barNew, 2021, rated R, one season. Facts, not reasons.
  3. 3 · SynopsisWhat the story is about, written once for every member.
  4. 4 · TriviaAn evidence card: a true reason to watch, like who stars in it. The layer I owned end to end.
  5. 5 · BadgesTop 10, New Episodes. Four separate systems were bolting these on.
  6. 6 · AvailabilityWhen you can watch: Friday, Dec 14, Dec 17. Later I gave this its own home.
Enter the password to keep reading
Netflix work under NDA. The password is in my application.