The flip side: Designing for multiple audiences at once

You are likely familiar with Netflix’s streaming interface, but you might not know that Netflix is also developing technical tools for its studio! At the Netflix Studio, they design for users all along the “script-to-screen” journey, from creators pitching an idea, to internal employees trying to approve a budget, to productions handing over the digital asset that shows up on Netflix. The products they’re building often have to serve multiple audiences with overlapping, but distinct, needs.

This talk will explore some of the methods for addressing the tensions between user groups, to create an experience that resonates for everyone.

In this session, you will learn how to:

  • Evaluate the pros and cons of one-size-fits all vs. a personalized approach to UI copy.
  • Decode the jargon and unifying terminology across user groups.
  • Address globalization needs beyond just translation.
Emily Atwater
Emily Atwater

Content Designer, Netflix

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