Redesigning Netflix Kids Experience
My role: PM, Researcher, Product Designer
Capstone Project: Netflix (Stanford Product Management Certification)
Year: 2024
BACKGROUND
Netflix Kids Mode serves as a vital tool for families, providing a safe and entertaining platform for children aged 3–12. Despite its popularity, the interface faced significant challenges, particularly for younger users (ages 3–6). Research revealed that navigation was overly complex, the interface overwhelming, and parents found it challenging to manage their child’s viewing experience. Competitors like Disney+ and YouTube Kids had invested heavily in child-friendly interfaces, putting pressure on Netflix to enhance its offering.
As part of my Stanford Product Management certification, I worked on redesigning Netflix Kids Mode to create an age-appropriate, intuitive experience that empowers children while reducing parental frustration.
PROBLEM STATEMENT
Young Netflix users aged 3–6 struggle with navigating Kids Mode due to an overwhelming and complex interface, leading to frustration and reliance on parental help. Parents also find it challenging to manage their child’s viewing experience and seek a more intuitive, child-friendly design that encourages independence.
COMPETITIVE ANALYSIS
NETFLIX: PROBLEMS FOUND
WHY SHOULD OUR COMPANY FOCUS ON THESE ISSUES?
Netflix’s kid friendliness is lacking. Netflix is one of the most costly streaming platforms. Studies show that investing in efforts to keep kids entertained with the service drives up retention rates and lowers churn.
Kids content can be less varied compared to adult’s content which needs to be constantly updating.
Kids don’t mind repetition of content. This means Netflix doesn’t need to license or create as much content to keep these viewers coming back each month.
Kids' content, compared to adult’s is more universal. (for example Bluey - Australian, Peppa pig - British, Masha and the bears - Russian, etc)
Kids.
Usually kids are more interested in franchising content, that means content with many seasons and episodes rather than one-offs.
Improving the kid-friendliness in Netflix will drive retention rates up and reduce churn.
STATISTICS & INSIGHTS
Sources: Forbes Homes, CNBC, VideoWeek, Parents TV
Miro Board with Statistics and Insights.
WHY IS THIS SURFACE AREA RELEVANT FOR THE COMPANY?
Kids’ content is a golden ticket for Netflix because when kids love a show, they really love it. They’ll watch it on repeat, making parents keep the subscription just to avoid the dreaded “No, we canceled it!” conversation. Plus, kids have a big say in what streaming services a family uses. If Netflix can lock in young viewers early, they’re not just keeping a customer—they’re securing the whole family’s loyalty. It’s less about more content, and more about nailing what keeps kids hooked!
Which problem has the most impact on your users?
The problems I think are worth focusing on is how to improve the kid friendliness & kid engagement:
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Retention rate of kids profiles: # of times per week or month a child watches content on Kids Mode
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Monthly active Kids Mode users: How many kids are consistently using Kids Mode on a monthly basis.
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Time spent on content in Kids Mode: How long kids stay engaged with content in a session.
Will solving this problem move your metrics?
I think that it will improve the overall health of the company, increasing user retention and reducing churn rates.
Why should your company solve this problem?
Netflix is the 2nd most viewed streaming platform by kids (22%) , behind Disney+ (43%). Youtube technically has more % but it’s not too similar to netflix (curated content vs whatever content)
This gives an advantage to netflix compared to other platforms: Hulu, tubi, starz, Prime, etc.
Netflix is in a sweet spot to tackle this because it’s already in tons of family households, and the tech is there to personalize content and keep kids safe. Competitors like Disney+ might have the kid-friendly content, but Netflix has the tech muscle to optimize recommendations for different ages and boost engagement. Plus, they have the resources to create more Originals tailored to kids’ interests. It’s like having the best toolbox and all the materials—Netflix just needs to build a better playhouse for families.
Positioning
Netflix stands out due to its massive global reach, personalization algorithms, and sheer volume of content, including both family-friendly titles and mature originals, making it versatile for all audience types.
Netflix dominates as the most subscribed to video streaming service, with 260.28 million subscribers.
Netflix’s position as the leader in the streaming service market is undeniable, with a remarkable total of 260.28 million subscribers worldwide. This number reflects a significant increase of 5.3% from the previous quarter and a near 13% growth year over year. The global distribution of Netflix’s subscribers is noteworthy:
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United States and Canada: Representing nearly 31% of total subscribers with 80.13 million.
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Europe, the Middle East and Africa: Accounting for about 34% with 88.81 million subscribers.
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Latin America and Mexico: Contributing 46 million subscribers.
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Asia-Pacific Region: Adding 45.3 million subscribers.
These statistics not only highlight Netflix’s extensive reach but also its diverse and widespread appeal across various regions and cultures. (source)
HYPOTHESIS
Simplifying the navigation and reducing content overload in Netflix Kids Mode will improve user experience for both children and parents, leading to increased engagement, higher retention rates for parents, and improved Daily and Monthly Active Users (DAU and MAU) as kids spend more time on the platform.
RESEARCH GOALS
The research aims to validate whether navigation and content discovery issues in Netflix Kids Mode significantly impact user satisfaction and engagement. Specifically, it seeks to understand how kids choose content on the Homepage or through search, how these challenges affect their watch time, and how parents manage the platform for them. The study will also explore age-specific user behaviors, parent preferences, and family dynamics to develop user-centric improvements that enhance engagement, retention, and overall satisfaction for both kids and parents.
ASSUMPTIONS & BIASES
ASSUMPTIONS:
Children find Netflix Kids Mode overwhelming due to the complexity of navigation and excessive content options. Parents are frustrated because they believe their children struggle to locate appropriate or desired content. Simplified navigation and improved content discovery are expected to lead to longer engagement (DAU/MAU) for both kids and parents. Parents generally play a key role in deciding what content their children watch, with varying levels of involvement based on age, socioeconomic factors, and cultural background.
BIASES MITIGATION:
There is a potential bias in assuming that navigation complexity is the primary issue, possibly overlooking other factors such as content preferences, recommendations, or parental control needs. Additionally, there may be a bias toward simplification as the best solution for all age groups, which could overlook the preferences of older children. To mitigate these biases, research will focus on both attitudinal and behavioral data, ensuring open-ended questions that allow for the discovery of unexpected issues beyond navigation challenges.
IMPORTANCE OF IDENTIFYING ASSUMPTIONS:
By clearly identifying these assumptions, the research will provide a more comprehensive understanding of the actual user experience, allowing for the exploration of both expected and unexpected pain points. This holistic approach will lead to more targeted and effective solutions for improving Netflix Kids Mode.
RESEARCH STUDY
PARTICIPANTS:
Target Participants:
The study will focus on children aged 3–12 who regularly use Netflix for kids content, segmented into younger (3–6), middle (7–9), and older (10–12) groups, as well as their parents or guardians. Parents who set up Kids Mode and manage content or use parental controls are crucial for understanding the navigation and content discovery experience from both perspectives.
The participants will be within the USA.
RELEVANCE:
These participants represent the core users of Netflix Kids Mode, with children being the primary users of the content and parents managing the settings. Understanding both their experiences will help identify pain points in navigation and content discovery, ultimately addressing the hypothesis that improvements in these areas will lead to higher engagement and satisfaction.
Segmented this way because there is a big cognitive difference between these ages.
RECRUITMENT PLAN:
We will reach out to connections: people we know with children, friends and family.
STUDY MODERATION GUIDE
SESION STRUCTURE:
The study will consist of moderated interviews and usability tests lasting approximately 30-45 minutes. Sessions will be conducted via Zoom, with screen sharing to observe how children and parents navigate Netflix Kids Mode. The structure includes both exploratory questions and task-based activities to gather insights on navigation challenges and content discovery.
We aim to have one extra person taking notes to record the child’s reactions and answers. If the parents give consent, we will also record the interviews. However, since resources are limited in this specific case, it may be more realistic to have the person interviewing also take notes.
USABILITY TESTING:
Children will be asked to complete specific tasks, such as finding their favorite show, searching for new content, or selecting an educational video. These tasks will help identify navigation challenges, information overload, and content discovery issues. Parents will observe and assist as they typically would at home, providing insights into their role in managing the platform.
KEY QUESTIONS & PROMPTS:
The tasks, questions, and prompts outlined here serve as guidelines for our research. We will have a more detailed plan in place for both the interview questions and activities, but we will also leave ample space for the participants to guide the conversation.
For children: According to research, when interviewing children, especially younger ones, UX questions need to be more leading to elicit meaningful responses. We'll adjust the phrasing based on age to ensure comprehension and place greater emphasis on behavioral observations. It’s also important to provide a comfortable and playful environment to encourage honest feedback and engagement during the session.
Example questions:
How do you decide what to watch next?
Was it easy or hard to find something new or educational?
What do you like about Netflix? What parts are confusing or frustrating?
Do you ever have trouble finding shows or movies you like? Why?
For parents:
How you use Netflix with your child?
Follow-up: How do you usually find something to watch?
What challenges do you encounter when using Netflix Kids Mode?
Follow-up: What specific features do you find helpful or challenging in managing your child’s Netflix usage?
Do you ever find the need to step in? How often?
Follow-up: How do you feel about helping your child find content on Netflix Kids Mode?
How do you feel about your child using Netflix on their own?
Follow-up: Do you have any concerns about your child using Netflix on their own?
Task-Based Activities:
Find a favorite show: Ask the child to navigate to their favorite show and describe the process.
Search for new content: Have the child find a show or movie they haven’t watched before, using either the search feature or browsing categories.
Explore categories: Encourage the child to browse through multiple categories (e.g., ‘New Releases’, ‘Popular on Netflix Kids’) to see how they handle different options and observe if they experience information overload.
Bias Mitigation:
All questions will be open-ended and non-leading when interviewing parents, to avoid assumptions about navigation being the primary issue. As described above, in the case of children, questions will need to be more leading, and rephrased in a more friendly manner to gain their trust. Participants will be encouraged to share their thoughts freely, and their behavior will be observed during task-based activities to capture unbiased insights into how they interact with Netflix Kids Mode. However, it’s important to keep in mind that when parents are present, kids may be less inclined to share their opinions freely. To mitigate this, we will likely brief the parents in advance, and during the interview we may ask the questions more than once, in different words, to ensure we elicit the most sincere response from the child.
Recruitment & Incentives:
We will reach out to connections: people we know with children, friends and family.
Incentives will be up to the interviewer (e.g. offering a gift card, candy or a price for kids)
ADITIONAL SECTIONS
THEMATIC ANALYSIS:
After data collection, a thematic analysis will be conducted to identify recurring pain points and user behaviors. This will include analyzing patterns in participant navigation, areas of difficulty, and emotional responses. The findings will inform potential solutions for improving navigation and content discovery in Netflix Kids Mode.
ARTIFACT COLLECTION IN ON-LINE FORUMS:
If access to participants is limited to online forums, the collected artifacts will consist of responses from these online users. This data will still provide valuable insights into user experiences and challenges with Netflix Kids Mode.
POST-STUDY SURVEY:
After completing the moderated sessions, a short post-study survey will be administered to participants (or their parents). This survey will collect quantitative data on user satisfaction, ease of navigation, and overall experience with Netflix Kids Mode, helping to supplement and quantify the qualitative insights from the interviews.
DIVERSE USER TESTING:
The study will include families with varying screen-time habits (strict vs. relaxed) and from different cultural backgrounds and language preferences. This diversity is crucial for ensuring that the insights are globally applicable and reflect the needs of Netflix’s wide user base. Please find our ideal persona here.
AGE SPECIFIC OBSERVATIONS:
Since children in different age groups (e.g., 3–6, 7–9, 10–12) may interact differently with Netflix Kids Mode, the research will categorize findings by age group. This will help tailor potential solutions to the unique needs of each age segment.
RESEARCH FINDINGS
Conducted interviews with parents and usability tests with children aged 3–12 to understand their frustrations and preferences.
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Key Findings:
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Younger children found side-scrolling unintuitive.
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Younger kids found the amount of content on screen overwhelming.
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Parents wanted more control and simpler navigation tools.
TEAM REFLECTION & BRAINSTORMING
PROTOTYPING
Our study synthesis on the Netflix Kids UI highlights the need for a simplified and age-specific interface, especially for children aged 3-5. The current UI’s top menu, side-scrolling, and multiple rows create cognitive complexity that overwhelms young users. We’ve chosen to move forward with a design prototype that focuses on simplified navigation, larger visuals, and clear section icons. By removing the top menu, unnecessary “More Info” buttons, and side-scrolling elements, the new UI aims to create a more intuitive experience. Vertical scrolling with distinct icons (like a Christmas tree or car) enhances content recognition and makes it easier for young viewers to engage with content independently. This approach aligns with our user research, where parents and kids expressed frustration with the current layout. By addressing these pain points, our team believes this simplified, icon-driven interface will improve engagement, reduce navigation issues, and better suit the developmental needs of younger children.
PRODUCT REQUIREMENTS DOCUMENT (PRD)
HIGH LEVEL SOLUTION
The redesign of Netflix Kids Mode aims to be age-appropriate and intuitive for children aged 3-6, making it easier for them to recognize and select content independently. By simplifying interactions and reducing cognitive overload, the new interface will provide a more user-friendly and engaging experience tailored to young viewers’ needs.
USER STORIES
User Story 1: As a young child (3-6 years old), I want to find shows I recognize easily, so that I can start watching something I like without needing help from my parents.
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User Story 2: As a young child (3-6 years old), I want the interface to be simple and not overwhelming, so that I don’t feel confused or frustrated when trying to choose what to watch.
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User Story 3: As a young child (3-6 years old), I want to be able to select content without struggling, so that I can watch something quickly and without getting lost.
REQUIREMENTS
UX Requirements
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Large, Recognizable Visuals: Use big, colorful icons and familiar character thumbnails to make content easily identifiable.
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Simplified Navigation: Implement vertical scrolling to reduce complexity and make browsing more intuitive.
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Minimal Content Choices: Display a limited number of highly engaging content options to reduce cognitive load and make decision-making easier.
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Reduced UI Complexity: Remove unnecessary elements like the “More Info” button for this age group and make key actions, such as the “Play” button, more prominent.
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Age-Appropriate Design: Create a playful and visually engaging interface that aligns with the cognitive abilities of 3-6 year olds.
Engineering Requirements
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Optimized Visuals and Performance: Ensure high-quality images and animations load efficiently, even on older devices.
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Backend Content Categorization: Adjust the backend to support simplified categorization and display the most relevant content first.
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Conditional UI Rendering: Implement logic to render a simplified version of the interface specifically for children aged 3-6.
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Responsive Design: Use a responsive grid layout that maintains visual clarity and consistency across different screen sizes.
GOALS & NON-GOALS
Goals:
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Goal: Increase engagement by 15% among children aged 3-6 within the first six months post-launch.
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Metric: This can be measured by Daily Active Users (DAU) and Monthly Active Users (MAU) specific to Kids Mode. An increase in DAU/MAU would indicate that children are using the platform more frequently, reflecting higher engagement.
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Goal: Reduce bounce rate in Kids Mode by 20%.
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Metric: A reduction in bounce rate would show that kids are engaging with content more effectively right after logging in, likely due to easier navigation and more relevant recommendations.
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Goal: Enhance parent satisfaction with Netflix Kids Mode, aiming for a 4+ satisfaction rating.
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Metric: This goal aligns with the Parent Satisfaction Score, which would directly measure parent feedback on the updates. Improved satisfaction scores could indicate that changes like simplified navigation and content organization have positively impacted parents’ experience.
Non-Goals:
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This project will not introduce new content or remove existing content from Netflix Kids Mode.
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The redesign will not impact the main Netflix interface used by older children, teens, or adults.
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No new parental control features will be developed as part of this redesign.
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There will be no major overhaul of the recommendation algorithms, but minor adjustments may be made to better align with age-specific content needs.
RISKS & MITIGATIONS
Risk: Icons and visual elements may not be intuitive enough for all young children, causing confusion.
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Mitigation: Conduct extensive usability testing with children from diverse backgrounds to validate design choices, and iterate based on feedback.
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Risk: The redesigned UI might be unfamiliar to current young users, leading to temporary disengagement.
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Mitigation: Introduce the new interface gradually, providing simple tutorials or onboarding experiences to help young users adjust.
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Risk: High-quality visuals and animations may slow down performance on older devices.
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Mitigation: Optimize all visual assets to ensure they perform efficiently across a wide range of devices, and thoroughly test for performance consistency.
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Risk: Parents may feel concerned about the reduced need for their assistance, fearing a lack of oversight.
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Mitigation: Clearly communicate the available parental control features and highlight options for content management to reassure parents about the safety of Kids Mode.
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DOWNLOADABLE FINAL - CAPSTONE PROJECT PRESENTATION
