End-to-end system design, from content management to consumer surfaces.

Launched in 2025, Netflix House is an entertainment concept where fans can play, eat, and shop their favorite shows and movies in real life. I led a small team of flex designers through the MVP launch and the first year of the ticketing site and digital ecosystem. My scope included UI / UX strategy and designs from end-to-end, including consumer touchpoints, internal tooling, and integration with 3rd party platforms.

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The digital experience was optimized to feel like Netflix, while also introducing the unique brand of Netflix House, all built on a foundation connected to the broader Netflix technology ecosystem.

“Netflix House: The World’s Greatest Places of 2026”

– Time Magazine ︎

Product + Brand, working seamlessly together.

Creating a new experience for Netflix is a truly collaborative effort, which requires teams that do not normally overlap to flex new muscles and find ways to collaborate closely with one another. To be successful, we needed to find early alignment between product and brand to ensure we were building towards the same goals and outcomes.

As the look and feel of House evolved, it was essential to ensure assets and imagery designed initially for print could translate successfully across digital product surfaces.

Effective messaging frameworks, from promotion through purchase.

Messaging is supported by multiple platforms — 3rd party systems and internal tools power the end consumer touchpoints — which must all work together seamlessly in order to create a unified user experience. Design systems created collaboratively with teams across engineering, marketing, and CRM established foundational messaging designs and workflows which fit within our specific technical capabilities and user requirements.