On Netflix, Collections are rows of content organized by genre, format, origin and other traits. There are thousands of them. Prior to each country launch, collection headers are exported and localized in large batches. For Latam, the job size and urgency resulted in long, very descriptive copy. We saw an opportunity to achieve more natural and evocative language. We hypothesized that a review of key terms for the top 500 collections would increase collection clickthrough rates, drive more engagement and view hours. We were also looking to nail the best term to describe teenage and young adult content: teen, teenager, youth?

Working with Consumer Insights, we sourced mock collections and ran qualitative surveys. Results validated our hypothesis and provided valuable information on user preferences from different regions and age groups.

Implementing the findings on existing collections was the next challenge. After briefing the team, we worked on updating glossaries, translation memories and guidelines. Instead of renaming the top collections immediately, we worked in the backend and adopted a 2-step plan to ease changes and avoid “Where did you put my collection” member complaints.

The revised collections felt fresh and aligned with member preferences. Results were encouraging and led to the next step: working the new terminology into the remaining thousands of collections. We simply leveraged insights from the original CI study, exponentially extending its benefits.