ENTERTAINMENT
Extra Member Upsell
Year
2026
Company
Netflix
Role
Product Design
Background
Extra Members is a paid add-on that enables Standard and Premium Netflix members to share their subscription with someone outside their household. Each extra member receives their own Netflix account and login while remaining connected to the account owner’s membership.
The experience spans purchasing an Extra Member slot, sending an invitation, and guiding the invited member through account creation. This project focused on making that end-to-end flow easier to understand, reducing confusion, and building trust throughout the experience.
Owner Adds an Extra Member
Current Experience
A TV upsell prompts the account owner to add an Extra Member when Netflix detects streaming outside their household. Because users are focused on watching content, the experience must quickly communicate pricing, plan details, and what happens after purchase.
Extra Member Accepts an Invite
In ad-supported markets, Extra Members are automatically placed on the Extra Member with Ads plan after accepting an invitation, which can be surprising when the account owner has Premium.
Because switching plans requires canceling the add-on and waiting until the next billing cycle, users lose access before they can move to the correct plan. This unnecessary friction creates confusion, breaks trust, and drives Customer Service contacts.
Phase 01: Improve Existing Experience
Goal: Improve clarity throughout the purchase journey so members understand what they’re buying before they commit. Rather than redesigning the flow, this phase focused on reducing confusion and increasing confidence ahead of a global launch.
Lead with clarity
Use problem-first messaging to set expectations early and help members make informed purchase decisions.
Strengthen confirmation
Simplify content, improve visual hierarchy, and redesign the confirmation screen so members clearly understand pricing, plan details, and what happens after purchase.
Outcome
The experience was validated through a 4–5 week usability study and selected for global launch.
Design Approach
Phase 02: Increase Transparency
Goal: Give account owners greater control by introducing access selection before purchase. This phase focused on making plan differences clear, helping members understand pricing and features before completing their purchase.
Design Approach
Introduce access selection
Allow members to choose between Ad-Supported and Ad-Free access before purchase instead of assigning a default plan.
Improve comparison
Represent access options with a card-based layout that clearly compares pricing, features, and tradeoffs while aligning with existing Netflix design patterns.
Create a guided purchase flow
Refine the end-to-end journey into three simple steps: introduce the decision, select an access type, and review details before confirming the purchase.
Outcome
The flow was refined through design exploration and cross-functional collaboration, resulting in an engineering-ready experience.
Phase 03: Extend the Experience
Goal: Expand the Extra Member journey beyond the initial TV purchase, creating a more connected and consistent experience across touchpoints. This phase explored opportunities to improve engagement before, during, and after purchase.
Design Approach
Modernize the TV experience
Introduce richer visuals and clearer content hierarchy to make the purchase flow more approachable while aligning with Netflix’s evolving Identity design language.
Re-engage after exit
Explore email experiences that encourage members to return and complete their purchase, testing different messaging strategies to balance clarity and simplicity.
Think beyond a single surface
Extend the experience across TV, web, mobile, and email to create a seamless journey—from purchase and activation to invitation sharing and ongoing account management.
Outcome
Established a long-term vision for a connected, cross-platform Extra Member experience, identifying opportunities to improve engagement, reduce friction, and strengthen consistency across the ecosystem.
Outcome
Project Summary: Completed over 1.5 months, this work evolved from improving an existing purchase flow into shaping a broader product visionbalancing immediate business needs with longer-term opportunities to increase transparency, user control, and trust across the Extra Member experience.
Phase 01 — Improve the Existing Experience: Shipped globally and currently under performance evaluation.
Phase 02 — Increase Transparency & User Control: Designed, approved, and prepared for engineering implementation.
Phase 03 — Extend the Experience: Established a future vision for a more connected, cross-platform Extra Member experience.