Industry
Entertainment
Company
Netflix (Concept)
Personalizing Netflix for groups
Why I explored it
Netflix has built one of the world's most sophisticated personalization experiences, but choosing what to watch becomes a shared problem when several people are watching together. I explored how Netflix could move beyond recommendations for a single profile and help groups find common ground without the usual searching, debating, and compromise.
Built With:
Claude
Codex
Figma
Notion
The Opportunity
Netflix's recommendations are designed around a single viewer. Circles introduces an optional group context that combines individual tastes while preserving each member's personal profile.
The Experience
Circles extends Netflix's existing personalization system into a shared viewing experience without changing how individual profiles work.
• Private Circles • Preference Matching • Circle Match
• Match Clarity • Shared Watchlist • Cross-Device Participation
Explore the interactive concept below to see how shared personalization could fit naturally into the Netflix experience.
Measuring Success
Measure how quickly groups begin watching compared to standard browsing.
Match Quality
Percentage of sessions that select a top recommendation without returning to browse.
Discovery
How frequently Circles introduce groups to content they wouldn't have selected individually.
Retention
Percentage of Circles that return for another group session within 30 days.
What I learned
Designing Circles reinforced that meaningful product innovation doesn't always require inventing a new core capability. Sometimes the greatest opportunity comes from extending an existing advantage into an underserved context. The challenge wasn't combining viewing histories. It was designing a system that balanced different preferences, explained why recommendations worked for the group, and made participation feel effortless across TV and mobile.
Independent Concept