Netflix Unveils Substantial App Redesign, Calling It An ‘Innovative New TV Experience’
Netflix on Wednesday introduced a refreshed design of its television and mobile apps that the company says offers users “a simpler, easier, and more intuitive design” designed with the goal of helping everyone “easily find something great to watch.” The Bay Area-based company’s work was described in detail by two executives: chief product officer Eunice Kim and chief technology officer Elizabeth Stone. “The new Netflix TV experience is still the one you know and love—just better,” Kim said.
Netflix’s design teams settled on a look that isn’t necessarily unique generally. The revamped user interface is anchored by a top row of tabs, with engaging visuals taking up most of the screen. Notably, there are callouts within title artwork conveying information such as “Emmy Award Winner” or “#1 in TV Shows.” Netflix also boasts about oft-used shortcuts like My List were heretofore “somewhat hidden” having more prominence, adding the design gives users robust real-time recommendations as well.
Overall, Netflix proudly touts its new homepage as featuring “a clean and modern design that better reflects the elevated experience you’ve come to expect on Netflix.”
On the mobile side, Netflix says it’s testing “a vertical feed filled with clips of Netflix shows and movies to make discovery easy and fun.” Users can tap to watch something immediately, add it to their watchlist, and/or share a link with family and friends. The vertical feed is reminiscent of how Instagram Reels or TikTok have classically worked.
Netflix has a video introducing its new homepage on YouTube (embedded below).
From an accessibility perspective, the redesigned homepage feels like a win. I’m especially heartened by the shortcuts—particularly to My List—as the current design involves a good amount of visual and mental gymnastics to find at times. Likewise in terms of cognition, that the main navigation is positioned at the top of the screen gives users a better, more concrete understanding that you go to the top to move and change views. Netflix’s redesign reminds of what Amazon did to Prime Video last year. Both designs are conceptually similar, especially with menu items anchoring the top of the screen in the TV apps. Accessibility-wise, Netflix and Prime Video have similar gains.
One bit of news related to today’s announcement. I asked Netflix about a status update regarding the short-lived integration with Apple’s TV app and a spokesperson told me via email it indeed was “a bug.” Nonetheless, hope springs eternal—the code exists!
Netflix’s redesign will be rolling out worldwide “in the coming weeks and months.”
