MEP
Company
Netflix
Year
2025
Role
Lead Designer
Challenge & Approach
Creating a new foundation for member messaging
As Netflix expanded its content ecosystem, messaging became an increasingly important lever for member engagement, retention, and discovery. However, most campaigns were custom-built and dependent on engineering resources, limiting both speed and scale.
We created a self-serve messaging platform that enabled teams to design, launch, and optimize personalized communications at scale. By reducing operational overhead and accelerating message creation, the platform helped Netflix create personalized, high-quality experiences that excite members, encourage engagement, and help them unlock the full potential of Netflix.
My Role
Led design vision and system strategy
Led the design vision from concept through delivery, defining the foundational framework, scalable workflows, and connected ecosystem.
Partnered with Product, Engineering, Data Scientist, and ML teams to shape platform strategy and influence decisions across system architecture and core platform capabilities.
Deliver creative variety that ensures our messages feel fresh.
Provide a library of modules to offer flexibility and enable users to configure them according to program needs.
Flexible visual themes
Apply reusable visual themes to email templates, allowing teams to adapt messaging for different campaigns, content types, and business objectives while maintaining a consistent brand experience.
Campaigns enable users to group messages with a shared objective or intent for better organization and analytics.
Allow users to input high-level scheduling and eligibility criteria as inputs for Algo to generate candidate recommendations.
Message creators can continuously innovate, test, and optimize new and existing messages to keep our portfolio fresh and engaging for consumers.
A system for efficiently managing, updating, and QAing modules and corresponding emails.
Journey is multi-message series aimed at meeting a specific goal (e.g., welcome series, churn-prevention).
Result
Created a scalable platform foundation
Created a scalable platform foundation that enabled teams to move faster while maintaining a cohesive, high-quality user experience across touchpoints.