MEP

Company

Netflix

Year

2025

Role

Lead Designer

Challenge & Approach

Transform message creation at scale

In the past, most messages are bespoke and require engineering support. As Netflix’s content ecosystem and business model continue to evolve, the demand for messaging is growing rapidly across an expanding set of consumer and business goals.

Scale and accelerate message creation through a self-serve platform that enables high-quality, personalized messaging at scale, helping consumers unlock the full value of Netflix through experiences that feel relevant, engaging, and uniquely tailored to them.

Principles

[001]

Flexibility

& scalability

Support the creation of a wide range of messages from engagement to transactional across many teams at Netflix.

[001]

Flexibility

& scalability

Support the creation of a wide range of messages from engagement to transactional across many teams at Netflix.

[001]

Flexibility

& scalability

Support the creation of a wide range of messages from engagement to transactional across many teams at Netflix.

[002]

Consistent

Establish standards and best practices that inform the user experience and visual design so that every message feels like its from Netflix.

[002]

Consistent

Establish standards and best practices that inform the user experience and visual design so that every message feels like its from Netflix.

[002]

Consistent

Establish standards and best practices that inform the user experience and visual design so that every message feels like its from Netflix.

[003]

Guardrails

systems

Define checks, rules, and guardrails to make sending emails high-impact, but low-risk.

[003]

Guardrails

systems

Define checks, rules, and guardrails to make sending emails high-impact, but low-risk.

[003]

Guardrails

systems

Define checks, rules, and guardrails to make sending emails high-impact, but low-risk.

[004]

Transparency

Makes data and performance insights easily accessible so users can make informed and evidence-based decisions.

[004]

Transparency

Makes data and performance insights easily accessible so users can make informed and evidence-based decisions.

[004]

Transparency

Makes data and performance insights easily accessible so users can make informed and evidence-based decisions.

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.

How things work

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.

Theme emails for every context

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.

Operate efficiently

Campaigns enable users to group messages with a shared objective or intent for better organization and analytics.

Target the right audience at the right time

Allow users to input high-level scheduling and eligibility criteria as inputs for Algo to generate candidate recommendations.

Test, learn, and iterate

Message creators can continuously innovate, test, and optimize new and existing messages to keep our portfolio fresh and engaging for consumers.

Manage modular library at scale.

A system for efficiently managing, updating, and QAing modules and corresponding emails.

Manage a seres of messages with a shared business goal

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.