2013 would be the year we (Netflix product team) would debut original content on our service. We needed to:
+ promote original content within our existing UI's
+ create rich landing pages for each original that could be 'templated' and thus scalable that fit within our current UI frameworks
+ maintain all of the features and functionality that customers expect while introducing new touches to enhance the experience
+ Conceptualize and execute on how Netflix Original shows would be seen on Netflix.com (landing page, playback experience, promotion, etc.)
+ Conceptualize and execute on how Netflix Original shows would be promoted on Netflix.com ('hero' treatment, auto-play promotion, etc.)
+ Co-led the creation of an internal CMS to handle image asset workflow
+ Wrote visual and UI spec
+ Collaborated with website, 10foot (PS3, XBOX360), and mobile UI engineers.
+ Aided in QA
After a quiet launch of Lilyhammer we geared up for our first major original title release - Beau Willimon and David Fincher's House of Cards starring Kevin Spacey. I was tasked with defining the website experience for the show for both Netflix members and non-members.
After numerous explorations I landed on having a modular one-page layout fixed within a 960px 12-column grid. This layout would allow for modularized content to be added/taken out depending on the needs of the original show, fit within Netflix.com's series display page paradigm, and gave members a familiar interface to consume the show.
Along with the main landing experiences we were tasked with finding ways to promote original shows throughout the Netflix service.
After a member finishes a movie or tv series and the credits start to roll they may get an experience like this (above animated .gif). The credits shrink to the top left of the screen revealing promotional art and logo for the original show. An easy to reach affordance allows them to check out the show's trailer.
Website UI Promotions
Below are examples of how the site design team promoted House of Cards within the website UI - a simple hero treatment atop the normal site content.
Netflix's Original content was well received, by the press and by the public. House of Cards and Arrested Development were nominated for Emmy awards - House of Cards took home two Emmy's (Outstanding Casting for a Drama Series + Outstanding Cinematography for a Single-Camera Series) a historic moment for Television (the first time a non-network/cable channel).