Work
Case studies from my work at Netflix.
See my resume for the full timeline.
- Skip Intro, from a hunch to 136 million taps a day,
I led design on Skip Intro, from the first prototype and research to the button on TV, phones, and casting. Members now press it about 136 million times a day, and tests on TV and mobile found gains in streaming and retention., - A home page for Japan that raised sign-ups everywhere,
I spent two months in Tokyo prototyping a home page that explained Netflix plainly, including a timeline of the free trial. It raised sign-ups everywhere, not just in Japan, and replaced separate desktop and mobile home pages with one framework., - A Claude guide for designers and PMs,
When Netflix's design team got access to Claude, I wrote and built a guide for designers and PMs on my own initiative, since the official guides were written for engineers. Netflix's AI onboarding team linked to it from their docs, and it led to office hours I ran., - One design system, not two,
When Growth started building its own design system, I argued for one system instead of two. I co-wrote the plan, helped move Growth's components into Hawkins, and led design on the first test. Growth now builds on Hawkins, and the old libraries were retired in 2023., - Tile artwork for rows we don't control,
Netflix's tiles in partners' TV rows used artwork made for our own app, so rounded corners cut off our logo and titles landed in different places. I designed new artwork made for those rows. It shipped in 2026 and is now the base for badging games and live events., - Live events in the Netflix row,
People who saw a Netflix boxing match in their TV's row assumed it was pay-per-view. I designed a two-tile promotion that paired the event with the price. It produced a significant sign-up lift and became the default for the big live events that followed.,
More work
- Kestrel Gives: rebuilding a charity auction with AI, I rebuilt a charity auction app from memory with Claude Code, live in about four days.,
- Making the banner API worth adopting, I worked out why partners weren't using our banner API and set the direction to fix it.,
- From living rooms in India to a free weekend of Netflix, I designed the sign-up pages for StreamFest, a free weekend of Netflix for anyone in India.,
- Turning widescreen trailers into vertical previews, I built the prototype that engineers worked from for vertical trailer previews.,
- A simpler mobile player that people watched more, I worked on simpler player controls and built the native iOS prototype.,
- Downloads that manage themselves, With another designer, I designed downloads that manage themselves.,
- Putting downloads in plain sight, I prototyped and helped design Netflix Downloads as part of a team of designers.,