Live Waiting Room Framework
A major challenge Netflix has had moving into the Live TV space is awareness. Many still don't realize that Netflix offers live events alongside any tier subscription, and even those that do are often confused when and how to watch live programming. In response to this, I led content design work to update our existing waiting room template, and was the overall design lead on the framework around it, driving overall awareness, anticipation, and engagement of Live content on Netflix.
NFL x Squidgame Waiting Room Sequence
I started by establishing tiers of content instead of utilizing the existing "one-size-fits-all" approach. I also developed design and product principles for consistency and extensibility across teams, as the implementation required close partnerships with content providers, engineering, and our asset delivery teams.
Tier 3 events were provided a default, extensible solution that could be localized and shared across low-profile content
Tier 2 events were given a similar default experience, but with added content-specific branding options.
Tier 1 events were our highest-profile content and featured fully customized waiting rooms that aligned with promotional campaigns and the events themselves.
By tiering our events, we ensured the majority of members would receive a more accesible, localized version of the waiting room, while still allowing content partners to customize and personalize the experience for higher-profile audiences. It would also free up resources for developing new waiting rooms, as they'd been individually custom made by our production team for every event.
Content tiering system and design principles
From these principles, we established a broader design system with safe-zones, specific copy guidance, QR-code guidance, and a set of good and bad examples using real-liife content. After presenting for approval across design and production leadership, we shared our newly minted system with content partners and implemented the updated waiting room across all live content.
QR Code Guidelines from Waiting Room Design system
Testing our new system with a high-profile event, we set a company record for QR-code engagement during the waiting room of the Jake Paul, Mike Tyson fight, which, in turn, led to record-breaking traffic to Netflix's dedicated publication hub, Tudum, and played a part in driving the highest streamed sporting event in history.
WWE Smackdown Waiting Room Sequence