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Design
Consistency
Todd Yellin VP of Product Innovation
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Consistency
Matters
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Drives home
the power of
the brand
Digital companies create visual
languages by using consistent
branding, logos, colors & calls to
action.
NI CKELODEON
Visual consistency done
well
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Drives home
the power of
the brand
Digital companies create visual
languages by using consistent
branding, logos, colors & calls to
action.
DI SNEY
Visual consistency done
poorly
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Original UI
Consistency gives
experiences more
polish
Visually scattered from OS to
Apps
Consistency sends the message
that pride went into the creation
of a product.
M etro UI
Consistent from OS to device to
apps
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Web Player
Consistency
flattens the
learning curve
Desktop Player
Consistency means no surprises.
A user can find the functionality
they want and can be assured that
an affordance does what it always
does.
Phone Application
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Interview
Question
The biggest contribution you can
make when leading design for
Netflix?
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“
Consistency is the
last refuge of the
unimaginative.
“
Oscar Wilde Irish Writer & Poet
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Consistency is
a secondary
concern
An uninspired product that
employs consistency aspires to
be consistently mediocre.
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Different interaction
models demand
different designs
Mouse & Keyboard vs. Touch
vs. LRUD. Netflix is
intentionally inconsistent to
deliver the best possible
experience for each.
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Platform
consistency vs.
app consistency
Adhere to Xbox’s device –level
Metro design or adhere to Netflix’s
latest TV design used on other
devices?
X-Box
Standard UI Template
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Platform
consistency
vs. app
consistency
Adhere to Xbox’s device –level
Metro design or adhere to Netflix’s
latest TV design used on other
devices?
X-Box
Netflix in Standard UI
Template
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Platform
consistency vs.
app consistency
Netflix A/B tested its TV UI against
many other designs.
X-Box
Netflix consistent &
optimized UI
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Innovation can
be hampered by
consistency
“Mountain testing” at Netflix is the
way we avoid becoming overly
incremental. Bold multi-variable
testing has increasingly become
our modus operandi.
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“
Consistency is
contrary to nature,
contrary to life. The
only completely
consistent people
are dead.
“
Aldous Huxley English Novelist
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Consistency
sets up
inconsistency.
And, used creatively, inconsistency
can be a source of great delight.
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Consistency
sets up
inconsistency.
And, used creatively, inconsistency
can be a source of great delight.
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Consistency
sets up
inconsistency.
And, used creatively, inconsistency
can be a source of great delight.
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Consistency
sets up
inconsistency.
And, used creatively, inconsistency
can be a source of great delight.
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Conclusion:
Consistency
takes a back
seat to…
• Innovation
• Context
• Delight
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Thank You
QUESTIONS???