The opportunity

How might we make watching feel more

intentional, while supporting Netflix’s growth?

Netflix Autoplay looks like this right now:

Netflix Autoplay looks like this right now:

Hard to disable

Autoplay settings are hidden behind multiple menus, making it inaccessible

Promotes overuse

Autoplay encourages excessive watching habits, leading to fatigue and time loss

And this is what I want to do:

And this is what I want to do:

Choice builds trust, and trust builds retention

Choice builds trust, and trust builds retention

Explore & Relax Mode offers on/off control over Netflix's autoplay. It gives users transparency and control in their viewing experience while lifting Netflix’s goals

Explore & Relax Mode offers on/off control over Netflix's autoplay. It gives users transparency and control in their viewing experience while lifting Netflix’s goals

Concept testing and feedback

Testing showed the need for viewing control

Testing showed the need for viewing control

Testing Netflix's original autoplay

I asked 5 participants to choose any show and watch uninterrupted until they decided to stop (minimum two episodes).

Only after their viewing session did I ask if they were aware of Netflix’s autoplay feature.

Blurred for confidentiality.

My observations and what I took away:

Noticed, but kept watching

Users saw the episode end, but let autoplay run. One watched six episodes in a row

Didn’t know autoplay could be off

They weren’t aware autoplay settings existed

Wanted more clarity

All participants expressed that Netflix should make autoplay clearer

A bitter aftertaste, and a need to rebuild trust

Some users felt Netflix cared more about watch-time than their experience

These takeaways inspired my design strategy

The solution

Designing a clearer choice that gives viewers back control

How do I turn insights into a test-ready concept?

I analyzed my participants' responses, then mapped out the baseline flow & optimized flow

Then I began rapid prototyping for a concept ready to test

I landed here as a starting point

Testing the prototype

I asked 5 participants to interact with the prototype as they would with Netflix.

Then gathered their thoughts and compared their feedback to their experience with the original autoplay.

Blurred for confidentiality.

What wasn't working

Users skimmed past it in a few seconds, it didn’t feel important

Too simple/basic for Netflix’s standards

“What’s your mood?” created some confusion (“Why is this here?”)

Testers felt the choice might get annoying if shown often

What was working

Users immediately understood there were two different modes

The mood-based framing felt playful and approachable

It sparked curiosity and got quick interactions

Iteration

Designing language as part of the experience

Naming with intention: Balancing brand voice and user choice

Naming with intention: Balancing brand voice and user choice

The final name options

Try & Stay

Explore & Relax

Search & Stream

Browse & Flow

Staying brand-aligned

Had to feel simple, familiar, and aligned with Netflix’s straightforward brand voice

Each mode feels like a true choice

Explore & Relax. Both sound positive without implying either is “better”

Two choices. "How are we watching today?" You could relax or you could explore.

For those who already know their choice. No repetition fatigue

Explore mode. Discover new and different content immediately after your show ends

Relax mode. Watch your favorite show with no interruptions or reaching for the remote

Demo video

Now the fun part ↓

Demo video

Now the fun part ↓

Demo video

Now the fun part ↓

The result

Transformed passive browsing into purposeful viewing

A simple choice that helps users watch intentionally, and helps Netflix sustain trust and retention

Explore mode. Discover new and different content immediately after your show ends

Relax mode. Watch your favorite show with no interruptions or reaching for the remote

Two choices. Relax by having autoplay on, or explore something new.

For those who already know their choice. No
repitition fatigue

Testimonials

Some reactions to Netflix: Explore and Relax Mode

Some reactions to Netflix: Explore and Relax Mode

Driving more brand trust drives a second chance, more long-term engagement, and loyalty

Driving more brand trust drives a second chance, more long-term engagement, and loyalty

  • "If this was added it would be nice. Like Netflix actually cares if I keep watching or not. It’s like saying, ‘Hey, you can chill or have a life,’ which is something I respect"

  • "Wait this is actually so smart?? I’d actually use Explore Mode when I’m trying not to bedrot. This feels more respectful, like it’s letting me choose."

  • "It looks real. I feel like Netflix would actually have something like this"

    "I’d probably still use Relax the most, but it’s nice knowing I can switch"

  • "If this was added it would be nice. Like Netflix actually cares if I keep watching or not. It’s like saying, ‘Hey, you can chill or have a life,’ which is something I respect"

    "Wait this is actually so smart?? I’d actually use Explore Mode when I’m trying not to bedrot. This feels more respectful, like it’s letting me choose."

  • "It looks real. I feel like Netflix would actually have something like this"

    "I’d probably still use Relax the most, but it’s nice knowing I can switch"

Interviewed 5 participants. All participants said they can see a feature like this on Netflix, and had positive impressions of the feature

The outcome

Autonomy becomes a feature instead of an afterthought

Autonomy becomes a feature instead of an afterthought

Control creates satisfaction

Clear choices let users feel in charge

Healthy habits made easy

Users build healthier watching patterns naturally through a visible choice

Engagement becomes more diverse

Nudges viewers to discover new shows, which could broaden viewing patterns

Next steps

What I'd do moving forward

Refine Explore Mode's purpose

Integrate more intentional discovery features; reframe to feel rewarding, not just a “stop watching” action

Extend the mode choices

Expand mode system e.g. “Focus Mode” for learning content, “Social Mode” for watch parties

Test long-term habits

Measure perceived balance between discovery, bingeing, and wellbeing

Refine Explore Mode's purpose

Integrate more intentional discovery features; reframe to feel rewarding, not just a “stop watching” action

Extend the mode choices

Expand mode system e.g. “Focus Mode” for learning content, “Social Mode” for watch parties

Test long-term habits

Measure perceived balance between discovery, bingeing, and wellbeing

Credits and special thanks

A huge thank you to everyone who was interviewed and participated in concept testing!

Note: Participants are kept confidential. Research took place in Washington Square Park and Bobst Library.

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Résumé

LinkedIn

© 2025 Olivia Suki Wu

Made with enough lattes

Probably in Stars Hollow

Résumé

LinkedIn

© 2025 Olivia Suki Wu

Made with enough lattes

Probably in Stars Hollow

Résumé

LinkedIn

© 2025 Olivia Suki Wu

Made with enough lattes

Probably in Stars Hollow