Netflix testing redesign with separate categories for movies, TV

By Ben Fritz

June 13, 2012 12 AM PT

Netflix is testing a redesign of its website that would for the first time separate movies and television shows into separate tabs, each with dozens of subcategories to help users sort through their thousands of options.

The potential redesign is currently being tested with a small number of users. If the video subscription company finds that the design increases overall usage, it could deploy the new look to all 23.4 million of its Internet streaming customers in the U.S.

Currently, users can find movies and television shows to watch on Netflix’s website by searching or via suggestions the company makes based on content the user previously watched. The only subcategory currently featured in a tap on the top is “Just for Kids.”

The possible redesign, pictured above, features separate “TV” and “Movies” categories alongside “Just for Kids.” By hovering a mouse over either category, users can then select from subcategories such as “‘70s TV,” “Reality TV,” “Documentaries” and “Thrillers.”

The new look could make it easier for customers to search for specific types of content. For example, if you know you want to watch a horror movie but don’t know which one, the redesign would provide a way to browse Netflix’s entire offering. Within a subcategory, customers can slice and dice even further. On the horror films landing page, there are listings for “Zombie Movies,” “Cult Horror Movies” and “Supernatural Horror Movies.”

The company’s well-known recommendations based on algorithms remain for users who scroll down the home page. If you recently watched “Teen Mom,” Netflix thinks you might like “Keeping Up With the Kardashians” or “Basketball Wives.”

A spokesman for Netflix declined to discuss whether and when the new design might be rolled out to all users. “At Netflix we always work hard to improve the instant click and watch experience for our members,” he said. “That includes testing new features on our service to see if results in increased viewing.”

Customers who watch more video, Netflix has found, are less likely to cancel their subscriptions, making more user-friendly redesigns one of the easiest ways for the company to maintain its revenue.

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