Netflix Sign Up for Mobile
& Responsive Web
Reinventing Netflix’s core sign up experience.
My Role
Lead Product Designer and initiated the project concept.
After leading the sign up space for a few years, I heavily lobbied for a large redesign based on years of research into how users where interacting with the sign up experience.
Project and Design Goals
Create a sign up experience that helps users deal with questions about the service.
The whole journey had to give users a sense of trust and feel like they are signing up at their own pace.
Launch Issues
Many partners internally were afraid the new designs would perform very poorly in AB testing (this did not happen), because of this many different designs had to be made for different test AB test groups.
Challenges
How to both increase sign ups while slowing down the process so users don’t feel pressured to sign up.
How to increase clarity for users so they understand fully the sign up process.
Create a sign up experience that works well on multiple type of screens and devices.
Success metrics
Increase partial sign ups and full sign ups.
Increase user trust.
Results
Increased sign ups by the largest margin seen at Netflix. This was one of the most successful launches at Netflix during that time.
The experience was effective across mobile, web and tv sign up.
