Netflix is rolling out a redesigned TV homepage and mobile experience to boost content discovery across its vast library of shows, movies, live events, and games. This new design emphasizes a cleaner, more contemporary aesthetic, incorporating smooth motion techniques for a fluid user experience.
Chief Product Officer Eunice Kim explained in a press briefing that, while Netflix has consistently refined its user interface (UI) for 12 years, much of the previous work occurred behind the scenes. “Our members do a lot of eye gymnastics when they’re scrolling down and right and going back and forth between rows and title details on the homepage and this makes it hard to absorb enough information to understand what is unique about each title. In the new experience, we’re putting all the information you need to make an informed choice about what to watch front and centre.”
The updated interface will feature a vertical feed of show clips, while the mobile homepage will include a row showcasing clips from a subscriber's Top Picks. Netflix's Chief Technology Officer, Elizabeth Stone, highlighted the company's use of AI to enhance the search functionality. “We’re exploring ways to bring Generative AI which unlike traditional AI, can create text, image and videos to our members Discovery Experience Starting with search, we want you to be able to discover shows and movies using natural conversational phrases like I want something funny and upbeat or I want something scary but not too scary and also maybe a little bit funny but not like haha funny.”
Stone also discussed the impact of investments in the OpenConnect content delivery network since 2012. These investments have helped Netflix reduce internet traffic and minimize playback lag. “Over the years we’ve layered on AI capabilities that optimise how these files travel over the Internet, fine tune the streaming quality in real time and compress video files so you can stream shows and movies even on slower networks.”
The redesigned homepage is scheduled for rollout in the coming weeks.