ROLE
Product Design Lead
Product Design Lead
CATEGORY
Product
Product
SCOPE
Consumer UI / UX
Tooling UI / UX
Consumer UI / UX
Tooling UI / UX
Meeting Member needs for personalization, while maintaining search authority over time.
Unlike traditional editorial platforms, Netflix Tudum possesses a distinct competitive advantage: the ability to directly connect editorial coverage to actual streaming members based on their specific watch history. However, a fundamental tension existed between Tudum’s SEO strategy (which overwrote existing articles to maintain search ranking) and Netflix’s personalization strategy (which required distinct, season-level tagged articles to match members' individual watch progress).
To solve this, we created Evergreen Collections — a new system and editorial workflow that links seasonal content under a shared evergreen URL authority while preserving separate, season-specific articles for personalized merchandising on the consumer site.
To solve this, we created Evergreen Collections — a new system and editorial workflow that links seasonal content under a shared evergreen URL authority while preserving separate, season-specific articles for personalized merchandising on the consumer site.
An intuitive workflow allowed editorial teams to manage collection slugs, map seasonal articles, set publish dates, and assign statuses without complex technical workarounds.
RESULTS
Successfully connected SEO-driven acquisition with in-service member personalization, eliminating the trade-off between search traffic and user experience.
- Context: Just finished Season 4 and searched Google for "umbrella academy ending explained".
- Intent: Looking for immediate answers
- Experience: Directed via the top search result to the latest Season 4 Ending Explainer hosted within the Evergreen Collection.
- Value: Tudum retains top-tier SEO authority, while dynamically merchandising additional Season 4 content for him.
- Context: Watching at her own pace; just finished Season 2.
- Intent: Continuing her entertainment journey contextually.
- Experience: Opens the Netflix mobile app, navigates through My Netflix > The Umbrella Academy title page.
- Value: Because Season 2 content was preserved as a distinct entity rather than overwritten, Tudum dynamically surfaces the Season 2 Ending Explainer and Season 2 Behind-the-Scenes content — protecting her from Season 3 & 4 spoilers.
