Challenge: Creating A Destination Netflix Kids & Parents Adore
Similar to the current Netflix profile transition, we wanted to create a kids-like variant that remained true to the brand but leaned more into the fun nature of kids content.
For the Kids mark, A stroke around the letterforms personifies the special, and safe environment Netflix has created for kids to explore, putting parents at ease. Paired with interpretations of our core identity elements, it feels familiar as Netflix, but tailored to the audience.
Solution: Design for Trust, Safety, and Delight
Following the Netflix Kids redesign, our focus to strengthen trust and safety for parents proved fruitful.
Through iterative testing and parent feedback, we validated that the new identity increased confidence in the Kids experience — resulting in higher engagement & a measurable lift in longer session times.
Outcome: Increased Sense Of Safety With Parents
When applied to the Netflix Kids vertical, our design decisions noticed an uptick in engagement at the Profile Gate. From qualitative research, we learned that parents felt safer allowing their kids to navigate the product once an adult selected the Kids Icon at the start of the experience.
By leaning into a design system that leverages kids-friendlier colors, we were able to create a separate but similar product experience, denoting to parents Netflix Kids was built explicitly with trust & safety in mind.
