My portfolio
Streamfest @Netflix
My role
Product design leader
Context
At the time, our content wasn’t as well known in India. In addition, India is a more price-sensitive country and had many other options (OTT players like Amazon, Disney+Hotstar, Zee5, MX Player).
We decided to create a free weekend for non-members in India to enjoy Netflix. No method of payment required. All content available. Press release.
Platforms
Web, Mobile, TV
Outcome
Millions of people in India enjoyed two days of free Netflix, resulting in substantial press and a plethora of conversation about our streaming content.
Figma story
Free Plan @Netflix
My role
Product design leader
Context
Kenya and Vietnam represented an interesting opportunity to drive growth (e.g. Kenya was home to over 20 million internet users).
We decided to offer a new plan that would allow free access to Netflix’s content. No method of payment required. Wide but partial catalog available. Vietnam press release. Kenya press release.
Platforms
Android mobile
Outcome
Millions of people in Kenya and Vietnam signed up for Netflix’s Free Plan. While we didn’t see the level of engagement (watching) that we hypothesized, we did see roughly half of the population migrate to a paid plan.
Figma story
Basic with ads Plan @Netflix
My role
Product design leader
Context
Given increased competition and macro economic shifts, we knew we needed new growth levers. In an astounding shift in strategy, Netflix decided to offer its first ever ad-supported plan tier in 12 countries.
We launched this product in less than 7 months. Press release.
Platforms
Web, Mobile, TV
Outcome
This initiative effectively extended access to Netflix to people who might not have otherwise had the opportunity. Within just the first year, we garnered a staggering 23 million active monthly members. Moreover, we remained dedicated to refining functionality and introducing new features, all aimed at sustaining and bolstering subscriber growth.
Figma story
Account Sharing @Netflix
My role
Product design leader
Context
Data indicated that, while we had over 200 million paid memberships, there were many more enjoying the service and content who were not paying.
“Over 100 million households around the world share accounts, which “undermines our long term ability to invest in and improve Netflix,” the company said.“ (Source: Business Insider)
Thus began a multi-year effort to address account sharing globally, which also included profile transfer, device management, and Extra Member. Press release.
Platforms
Web, Mobile, TV
Outcome
We saw a large increase in subscribers, several million Extra Members, and revenue in the billions with mild impact to overall brand perception.
Figma story
Available on request. Please contact me at blithechick@gmail.com.
My work at Netflix, Coursera, and SiriusXM has spanned the whole of the non-member and member experience.
Feedback I’ve received
“Thank you for everything you’ve done for Growth XD and all the crazy initiatives that you’ve been part of on your Netflix journey. I can sense you really value people and team, and you’re so thoughtful with your approach and leadership. I really appreciate the chance to have overlapped with you."
~ Design leader
“I really admire the degree to which you have both a strong understanding of and position around growth product and business strategy. I see how engaged you are in the cross-functional meetings we both attend; you ask good questions, and propose interesting alternatives. Please stay as curious AND informed as you have been, as it benefits all of us, and inspires me, personally.”
~ Engineering leader
“You embody the selflessness Netflix value. Particularly making time to help colleagues across Netflix succeed and supporting the business with key initiatives. Something you do exceptionally well is support your team and stay invested in their projects. Iʼve seen firsthand working on account sharing how you celebrate their achievements and keep them informed with key decisions. You stay present in team meetings, ask for more clarity and share your POV to help influence strategy. All great things – keep doing! Your team is lucky to have you.”
~ Designer