Netflix · 01
Logged Out Live Event Pages
To support Acquisition’s 2025 priority of optimizing the sign-up journey around live events, I led the redesign of Netflix’s Logged-Out Display Pages for Live titles on mobile and desktop web, carrying our winning LODP redesign forward into a dedicated experience for the lead-up, broadcast, and aftermath of a live event.
Context
This update also served Netflix’s broader Live strategy: helping both non-members and current members discover and understand Netflix’s live content offerings on the web, and turning that awareness into sign-ups. The redesign needed to address a few distinct problems at once:
- User education: surface time and date, language availability, plan availability, and title availability up front.
- Improve conversion: a dedicated experience for non-members interested in joining Netflix specifically to watch a live title.
- Increase sign-up urgency: a countdown timer and a live pulse animation as the broadcast approaches and begins.
- Component reusability: build the Live Badge and countdown once, so future live title pages could reuse them directly.
Before / After
One page, every state
A live event page can’t be captured in a single screenshot: the same page looks different pre-launch, counting down, live, post-live, and, as this event ended up proving out, canceled. These captures are from Jake Paul vs. Tank Davis, the live boxing event this redesign first shipped against, and stand in as placeholders until a future event runs through its full lifecycle for a cleaner set.
Testing approach
Hypothesis: timely messaging and a countdown ahead of a live title’s launch would drive incremental sign-ups in the window roughly three to seven days before it airs.
Goals: drive incremental acquisition during a live event, and understand how landing page design affects acquisition sensitivity around live events.
The test ran at full allocation for the week leading into Jake Paul vs. Tank Davis (Nov 14, 2025), across organic, anonymous, never-member, and former-member traffic.
Outcome
When the fight itself was canceled, allocation was paused, exercising the “canceled” state above in production rather than in a mock. The team planned to resume testing for the rescheduled fight and for upcoming Q4 live events.
“It’s timely to see this innovation and the thoughtful approach to supporting the changing states, from pre-promotion and leading up to the event, to the actual live broadcast, and beyond. This will undoubtedly enhance the user experience and address unmet consumer problems with live awareness.”