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Is Cross-Platform Design Consistency Overrated?

Design leaders are often guilty of over-emphasizing consistency across their product experiences. Consistency has its place but it is often an easy, even lazy, message that can take the oxygen out of more important design priorities. One of the defining characteristics of internet TV is catering to a multi-device, multi-screen household. Netflix has pioneered seamless switching among very different experiences. What lessons have been learned about when not to obsess over design consistency? 

Todd yellin
Todd Yellin
VP, Product Innovation

Todd Yellin has enjoyed a career dedicated to film and TV entertainment. He started working at Netflix almost nine years ago. His current role as VP of Product Innovation revolves around changing the way people find great streaming content to watch over the internet on their TVs, computers and mobile devices. He is responsible for inspiring best-in-class user interfaces and design across numerous viewing devices (PCs, smart TVs, tablets, smart phones, game consoles, set top boxes, etc.) that leverage vast amounts of data and sophisticated algorithms to create an easy, compelling way for Netflix members to find something great to watch. He also oversees member acquisition, content tagging, social discovery and messaging.

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