It’s not just high-quality content that sets a streaming service apart from its competitors. Improving the user experience is still an integral part of the fight to reduce churn. On Monday, Netflix rolled out updates to its iPhone app that introduced a revamped interface with a new billboard layout, new map transitions, new animation for both the home and profile screens, updated haptics, and more.
“We recently updated the Netflix iOS app with better visuals, more responsive interactions, and motion design. This latest global update includes features such as a new style to promote what you can watch, thematic background information about your favorite shows and movies, new profile animations and more,” a Netflix spokesperson told TechCrunch.
Former Netflix product designer Janum Trivedi tweeted about the update along with a video showing off the new version of the app. Trivedi wanted the app to “feel smoother, more enjoyable and more polished,” he wrote.
When iPhone users open the Netflix app, they see a large map of a movie or TV show that takes up most of the screen. This billboard layout is done to promote a suggested title available on the streaming service. What’s interesting about the update is that the map now uses the parallax effect, which is when the background moves or shifts slightly when an iPhone user tilts the device from side to side. Also, the title cards are now surrounded by a colored border, which is the main color in the movie/TV artwork.
It also appears that the “Info” tab at the bottom of the map has been removed. Instead, users can simply click on the card, which takes them to a separate page with information about the show or movie.
Previously, the map transition was less smooth in the app. When a title has been selected, the info area simply scrolls up. The new map transition shows the map getting bigger and then the information opens in a full screen version.
Another interesting update is the animation on the profile screen. Instead of the classic lateral shift that occurred when a user switched profiles in the old app, users will see the profile icon expand as it snaps to the center, then shrink to normal size and bounce to the top-right corner of the screen. the page.
Netflix subscribers will likely enjoy the iPhone app refresh, as navigation feels more fun and interactive.
Updated 1/17/23 at 5:52 PM ET with statement from a Netflix spokesperson.