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Netflix has begun rolling out the first major update to its TV app in a decade. The proposed interface changes are intended to help viewers quickly decide what they want to watch.
The streaming service is looking to increase the time viewers spend on the app to retain customers and attract subscribers to its new cheaper ad-supported plans.
The company's research showed that users were performing so-called “eye gymnastics” ─ directing their gaze to different parts of the Netflix home screen, trying to find content that interested them. Consequently, when developing the new interface, the designers tried to eliminate the need to frequently move the gaze.
“We really wanted to make it simpler, more intuitive, easier to navigate throughout,” said Netflix CEO Pat Flemming.
Home page changes included enlarging headings, reorganizing information, and highlighting easy-to-read tidbits such as TV shows or movies that “spent 8 weeks in the top 10.”
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Among other changes to the TV app ─ the menu button has been moved from the left to the top of the screen. A new My Netflix tab has been added with shows or movies that the user has started watching or saved to watch later.
At the same time, Netflix will continue to provide personalized offers to each user. The service is not making any changes to its recommendation algorithm as part of the redesign, Flemming said.
The updated version of the Netflix interface has already begun rolling out to a subset of nearly 270 million users worldwide. The company will gather feedback and possibly make changes before implementing the changes more widely.
Netflix emphasizes engagement time as a key metric, telling investors it is the “best indicator of customer satisfaction.”
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