Prototype, User Research.

Prototype, User Research.

Netflix Redesign.

Netflix Redesign.

Open Prototype

Open Prototype

Open Prototype

Role

Designer

Researcher

Software

Figma



Timeline

January - March 2025



Overview

This project reimagines Netflix through the lens of mindful design.


The goal was to redesign key aspects of the Netflix user experience to reduce passive consumption and encourage more intentional, reflective media engagement.


By applying principles of behavioral design and humane technology, this case study explores how streaming platforms can support healthier digital habits without compromising user satisfaction.

This project reimagines Netflix through the lens of mindful design.


The goal was to redesign key aspects of the Netflix user experience to reduce passive consumption and encourage more intentional, reflective media engagement.


By applying principles of behavioral design and humane technology, this case study explores how streaming platforms can support healthier digital habits without compromising user satisfaction.

PROBLEM STATEMENT

How might we redesign a streaming platform to limit passive consumption and encourage mindfulness?

How might we redesign a streaming platform to limit passive consumption and encourage mindfulness?

Design Solution

Mindfulness Mode

In mindfulness mode users are able to easily turn on and off the new added features.

This allows users looking to continue their regular streaming services to do so without interruption.

Disabling Autoplay.

Users are able to easily access autoplay on their profile screen, removing the barriers from doing some from the current app.

Video Summaries.

Users are able to access short video summaries, showing the most significant parts of the video.

This allows users to consume content in shorter bursts.

Redesigning Business Models.

As part of this mindful redesign project, I also rethought Netflix’s business model to allow for a more sustainable, inclusive, and adaptive approach to entertainment.

With growing subscription fatigue, shifting user expectations, and increased competition, a redesigned model can better align with diverse user needs, offer more flexible access, and promote long-term value beyond content consumption—fostering deeper engagement and social responsibility.

Tier-based Subscription Model.

Keeping the subscription based model, it is significant that Netflix's includes new additions with mindfulness in mind.

- Free Tier (Ad-Supported) : Users get access to a limited content library with ads. This is ideal for those who cannot afford a subscription but still want access to some content.

- Staggered Content Release : Popular series or films will be released weekly, with first access granted to higher-tiered customers. This aims to combat binge-watching by allowing time for reflection and discussion.

- Mindfulness Modes : Each tier will have a mindfulness mode designed to encourage healthy content consumption

Toolbox via Charge Bee

Access Research and Rationale

Rationale

History of binge-watching.

While binge-watching culture truly started with Netflix, its root go back to the beginning of television. As scholars and experts have noted, the evolution of binge-watching isn't simply a product of technology, but a “carefully orchestrated cultural shift” (Alam, 2024).

Theodor W. Adorno’s early warnings about the hidden mechanisms of television and its psychological impact seem very relevant in the context of today’s streaming platforms (Pitre, 2019). These platforms are not just offering content—they are actively engineering how we engage with it, using complex algorithms to personalize viewing experiences and optimize the user’s time spent in front of the screen.

Theodor W. Adorno

By exposing the socio-psychological implications and mechanisms of television, often operating under the guise of fake realism, not only may the shows be improved, but, more important possibly, the public at large may be sensitized to the nefarious effect of some of these mechanisms.

Television is no longer just a device that entertains—it’s a powerful force that structures our viewing experiences and our social interactions (Alam, 2024). In a world where personalized algorithms determine what we see and when, the line between individual choice and manipulation becomes increasingly blurred.

Personas

Interviews

Interviewing real users was a key part of developing authentic and relevant personas for my mindfulness prototype. Through these conversations, I gained valuable insights into their daily routines, stressors, and personal approaches to mindfulness. This allowed me to move beyond assumptions and create user personas that truly reflect the needs, motivations, and challenges of the people I’m designing for—ensuring a more empathetic and user-centred solution.

Access Interviews!

User Testing

With the redesigned business model and user research, I was able to develop the first iteration of the redesigned prototype.

First Iteration

A/B User Testing.

I asked 5 users to compare the existing Netflix model with my redesigned prototype to evaluate how the prototype affects users' decision-making, engagement, and self-awareness compared to the regular Netflix experience.

Complementing this, I also conducted interviews which offer deeper understanding of users’ thoughts, emotions, and intentions—insight that can't be captured through usage data alone.

I asked 5 users to compare the existing Netflix model with my redesigned prototype to evaluate how the prototype affects users' decision-making, engagement, and self-awareness compared to the regular Netflix experience.

Complementing this, I also conducted interviews which offer deeper understanding of users’ thoughts, emotions, and intentions—insight that can't be captured through usage data alone.

Test Instructions

Percieved Mindfulness

5/5

Users said the prototype "made them more aware" of their current emotional state and their viewing motivations

5/5

Users said the prototype "made them more aware" of their current emotional state and their viewing motivations

One participant said it made them question whether they actually wanted to watch anything at all.

💡 Insight: Prompts and reflective UI elements led to greater self-awareness and disrupted auto-pilot behaviour.

One participant said it made them question whether they actually wanted to watch anything at all.

💡 Insight: Prompts and reflective UI elements led to greater self-awareness and disrupted auto-pilot behaviour.

Emotional Response

During user testing, participants responded positively to the clean interface, mood check-ins, and the inclusion of break reminders, which they found supportive and well-timed.

However, some users mentioned that the reflection prompts felt repetitive and suggested adding a “skip” option for moments when they weren’t in the mindset to reflect. Others noted they were unlikely to complete the reflection prompts consistently, and a few expressed that they would prefer certain features to be accessible without enabling ‘Mindfulness Mode’.

💡 Insight: Reflection needs to be flexible—adaptive, optional prompts could better support users in varying emotional states and make the experience feel more personalized and approachable.

Celestica Thoi 2025

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Celestica Thoi 2025

Thank you for browsing!

Celestica Thoi 2025

Thank you for browsing!