Netflix · 02
Logged-Out Collection Pages
Following the win on Netflix’s redesigned Logged-Out Display Pages, I carried that same design language to the Logged-Out Collection Pages (LOCP), the genre pages search traffic lands on. After testing the new experience against a five-year-old legacy design, results confirmed that the modern canvas kept key metrics flat, which was enough to retire the legacy system for good and complete visual parity across one of Netflix’s key non-member discovery surfaces.
What a collection page is
LOCPs are the pages anyone searching the web for a Netflix genre or category lands on: searches like “Horror Movies on Netflix,” “Netflix Reality TV Shows,” or “Shows for Teens on Netflix.” A few personal favorites:
- Geeked Week (Netflix fandoms)
- Action with a Side of Romance
- Competition Reality TV
- Bollywood Movies Dubbed in English
Before / After
One page, every genre
The Documentaries page above is one of dozens of collection pages running on the same system: the same components and backend serve every genre, each adapted with its own title, imagery, and catalog.
Working across countries
Beyond genre, the same system runs across regions and languages: the Hindi Movies & TV page above serves an entirely different catalog and locale from the same underlying pages. Adjusting the data pipeline so collection and catalog data stayed correct per country, without one-off pages per market, was a core part of the migration off the legacy backend.
Notable improvements
- Acquisitive tactics
- Added pricing modules directly into the collection for a better browsing experience, plus email capture for bot detection.
- Visual consistency
- Updated the UI to feel modern and polished, moving off a legacy framework onto our newer design principles.
- Tech debt
- Retired the majority of remaining non-member calls to the legacy Groovy/Next service.
- SEO
- Optimizations aimed at real users, not just crawlers.