App UI/UX Redesign
Netflix App
Client
Self Project
Role
Senior Designer
Deliverables
UI/UX Design, Interactive Prototype
Year
2019
Overview
This was a self-initiated project, a personal exploration of what a redesigned Netflix app might look and feel like. The goal wasn't to replace Netflix's existing design (which is excellent) but to use the constraints of an established brand system as a creative brief: what new interactions are possible within these rules? What features would make the experience meaningfully better?
The Challenge
Problem to solve
Redesigning a product used by hundreds of millions of people means working under the weight of established habit. Any change has to feel like an improvement, not a departure, users should feel 'that's exactly what I wanted' rather than 'this is different.' The additional constraint of staying strictly within Netflix's brand guidelines meant the innovation had to come from interaction and information architecture, not visual novelty.
Process
My approach
I built the entire prototype in Protopie, a high-fidelity interactive tool that allows for complex conditional logic, physics-based interactions, and realistic micro-animations. The two centrepiece features: a 'seen movies' carousel that reorganises content based on viewing history (making re-watches easier to find) and a reimagined main menu that reduces decision fatigue by surfacing personalised editorial collections.