Context
- NoteLarge consumer products serve users with very different motivations under the same interface.
Lab
Netflix Segmentation
The work explores how segment logic changes product decisions by moving beyond broad demographics into actual behavior patterns.
01
Segmentation
Segment logic
- NoteBuilt segments around behavior, intent, and consumption rhythm instead of only demographics.
- NoteUsed the segments to ask which product moments matter to whom.
Behavioral differences
- NoteDifferent segments value speed, confidence, novelty, and familiarity in different proportions.
- NoteThe same recommendation system can feel helpful to one segment and noisy to another.
Product implications
- NoteSegmentation becomes useful when it changes onboarding, recommendations, or retention strategy.
- NoteBehavior tells you more about value than labels do.
- NoteProducts feel sharper when they reflect distinct jobs-to-be-done.