Hundreds of Flows.
No Source of Truth.

Senior Product Designer (contract), embedded in Netflix‘s Consumer Lifecycle platform team. The only designer on the team, with full autonomy over the design direction

Hundreds of Flows.
No Source of Truth.

Senior Product Designer (contract), embedded in Netflix‘s Consumer Lifecycle platform team. The only designer on the team, with full autonomy over the design direction

Hundreds of Flows.
No Source of Truth.

Senior Product Designer (contract), embedded in Netflix‘s Consumer Lifecycle platform team. The only designer on the team, with full autonomy over the design direction

Hundreds of Flows.
No Source of Truth.

Senior Product Designer (contract), embedded in Netflix‘s Consumer Lifecycle platform team. The only designer on the team, with full autonomy over the design direction

The core tension

Visible to Customers; Invisible to Netflix.

On a whiteboard, a flow is a happy path: landing page, sign up, pay, done. In reality, every combination of country, language, member state, and platform produces a different journey. Plus the errors and dead ends. There was no tool that gave visibility into all these flows.

+1k

potential versions of just one screen, not including A/B tests or partner variations

3 days

on average just to answer "what does this flow look like?"

Whenever there is a legal claim regarding the UX, having the acurate experinece was needed for evidence.

Before a design team could work on an intiative, an audit would need to be made of what currently exists.

In order to find requested flows, engineers would have to write complex scripts, often a 3 day turn around.

The core tension

Visible to Customers; Invisible to Netflix.

On a whiteboard, a flow is a happy path: landing page, sign up, pay, done. In reality, every combination of country, language, member state, and platform produces a different journey. Plus the errors and dead ends. There was no tool that gave visibility into all these flows.

+1k

potential versions of one screen, not including A/B tests

3 days

on average just to answer "what does this flow look like?"

Whenever there is a legal claim regarding the UX, having the acurate experinece was needed for evidence.

Before a design team could work on an intiative, an audit would need to be made of what currently exists.

In order to find requested flows, engineers would have to write complex scripts, often a 3 day turn around.

The core tension

Visible to Customers; Invisible to Netflix.

On a whiteboard, a flow is a happy path: landing page, sign up, pay, done. In reality, every combination of country, language, member state, and platform produces a different journey. Plus the errors and dead ends. There was no tool that gave visibility into all these flows.

+1k

potential versions of one screen, not including A/B tests or partner variations

3 days

on average just to answer "what does this flow look like?"

Whenever there is a legal claim regarding the UX, having the acurate experinece was needed for evidence.

Before a design team could work on an intiative, an audit would need to be made of what currently exists.

In order to find requested flows, engineers would have to write complex scripts, often a 3 day turn around.

The core tension

Visible to Customers; Invisible to Netflix.

On a whiteboard, a flow is a happy path: landing page, sign up, pay, done. In reality, every combination of country, language, member state, and platform produces a different journey. Plus the errors and dead ends. There was no tool that gave visibility into all these flows.

+1k

potential versions of just one screen, not including A/B tests or partner variations

3 days

on average just to answer "what does this flow look like?"

Whenever there is a legal claim regarding the UX, having the acurate experinece was needed for evidence.

Before a design team could work on an intiative, an audit would need to be made of what currently exists.

In order to find requested flows, engineers would have to write complex scripts, often a 3 day turn around.

Figjam

INITIAL DISCOVERY

Gathering Assumptions

I ran a FigJam workshop with the team, using prompts to draw out their assumptions about the problem, the users, their behaviors, and their needs. Then I turned each assumption into research questions I could validate with real people.

Figjam

INITIAL DISCOVERY

Gathering Assumptions

I ran a FigJam workshop with the team, using prompts to draw out their assumptions about the problem, the users, their behaviors, and their needs. Then I turned each assumption into research questions I could validate with real people.

Figjam

INITIAL DISCOVERY

Gathering Assumptions

I ran a FigJam workshop with the team, using prompts to draw out their assumptions about the problem, the users, their behaviors, and their needs. Then I turned each assumption into research questions I could validate with real people.

Figjam

INITIAL DISCOVERY

Gathering Assumptions

I ran a FigJam workshop with the team, using prompts to draw out their assumptions about the problem, the users, their behaviors, and their needs. Then I turned each assumption into research questions I could validate with real people.

UNCOVERING CONFLICT

User Flows Are Seen Differently

To a designer

A flow is the path you intend: a linear sequence from entry point to success state. Clear start, clear end, clear purpose. The happy path.

To an engineer

A flow is a graph traversal. Nodes connected by conditional logic, no fixed start or end. The path depends entirely on the user's state.

To a customer

A flow is whatever actually happened: errors, back-navigation, dead ends. Two users starting from the same screen may never share a path.

UNCOVERING CONFLICT

User Flows Are Seen Differently

To a designer

A flow is the path you intend: a linear sequence from entry point to success state. Clear start, clear end, clear purpose. The happy path.

To an engineer

A flow is a graph traversal. Nodes connected by conditional logic, no fixed start or end. The path depends entirely on the user's state.

To a customer

A flow is whatever actually happened: errors, back-navigation, dead ends. Two users starting from the same screen may never share a path.

UNCOVERING CONFLICT

User Flows Are Seen Differently

To a designer

A flow is the path you intend: a linear sequence from entry point to success state. Clear start, clear end, clear purpose. The happy path.

To an engineer

A flow is a graph traversal. Nodes connected by conditional logic, no fixed start or end. The path depends entirely on the user's state.

To a customer

A flow is whatever actually happened: errors, back-navigation, dead ends. Two users starting from the same screen may never share a path.

UNCOVERING CONFLICT

User Flows Are Seen Differently

To a designer

A flow is the path you intend: a linear sequence from entry point to success state. Clear start, clear end, clear purpose. The happy path.

To an engineer

A flow is a graph traversal. Nodes connected by conditional logic, no fixed start or end. The path depends entirely on the user's state.

To a customer

A flow is whatever actually happened: errors, back-navigation, dead ends. Two users starting from the same screen may never share a path.

shaping strategy

Different Teams, Same Problems

User Interviews

I ran generative interviews with 20+ subjects across five functions. I wanted to understand their workflow, jobs-to-be-done, gaps in getting work done, and why having flows was valuable to them.

Identifying Gaps

Then, I mapped each function's entire workflow. Spikes in the graph indicated gaps in the flow, ie areas of opportunity. Overlapping each map revealed areas of opportunity which were shared across functions.

Strategic Alignment

I turned those insights into themes that drove strategy. For example, one theme was "Gathering". Essentially, users needed a way to find, organize, and share flows. Proposed features supported this theme.

shaping strategy

Different Teams, Same Problems

User Interviews

I ran generative interviews with 20+ subjects across five functions. I wanted to understand their workflow, jobs-to-be-done, gaps in getting work done, and why having flows was valuable to them.

Identifying Gaps

Then, I mapped each function's entire workflow. Spikes in the graph indicated gaps in the flow, ie areas of opportunity. Overlapping each map revealed areas of opportunity which were shared across functions.

Strategic Alignment

I turned those insights into themes that drove strategy. For example, one theme was "Gathering". Essentially, users needed a way to find, organize, and share flows. Proposed features supported this theme.

shaping strategy

Different Teams, Same Problems

User Interviews

I ran generative interviews with 20+ subjects across five functions. I wanted to understand their workflow, jobs-to-be-done, gaps in getting work done, and why having flows was valuable to them.

Identifying Gaps

Then, I mapped each function's entire workflow. Spikes in the graph indicated gaps in the flow, ie areas of opportunity. Overlapping each map revealed areas of opportunity which were shared across functions.

Strategic Alignment

I turned those insights into themes that drove strategy. For example, one theme was "Gathering". Essentially, users needed a way to find, organize, and share flows. Proposed features supported this theme.

shaping strategy

Different Teams, Same Problems

User Interviews

I ran generative interviews with 20+ subjects across five functions. I wanted to understand their workflow, jobs-to-be-done, gaps in getting work done, and why having flows was valuable to them.

Identifying Gaps

Then, I mapped each function's entire workflow. Spikes in the graph indicated gaps in the flow, ie areas of opportunity. Overlapping each map revealed areas of opportunity which were shared across functions.

Strategic Alignment

I turned those insights into themes that drove strategy. For example, one theme was "Gathering". Essentially, users needed a way to find, organize, and share flows. Proposed features supported this theme.

from deck to design

Product Teams Own & Define Flows

The architecture held a graph of nodes, so somebody had to declare where each flow started, ended, and what it was called. We owned the tool but I argued that product teams own the flow definition, since each one knew its own goals and edge cases far better than we did. The Flow Builder let them compose flows from existing nodes, name them, and own them going forward.

from deck to design

Product Teams Own & Define Flows

The architecture held a graph of nodes, so somebody had to declare where each flow started, ended, and what it was called. We owned the tool but I argued that product teams own the flow definition, since each one knew its own goals and edge cases far better than we did. The Flow Builder let them compose flows from existing nodes, name them, and own them going forward.

from deck to design

Product Teams Own & Define Flows

The architecture held a graph of nodes, so somebody had to declare where each flow started, ended, and what it was called. We owned the tool but I argued that product teams own the flow definition, since each one knew its own goals and edge cases far better than we did. The Flow Builder let them compose flows from existing nodes, name them, and own them going forward.

from deck to design

Product Teams Own & Define Flows

The architecture held a graph of nodes, so somebody had to declare where each flow started, ended, and what it was called. We owned the tool but I argued that product teams own the flow definition, since each one knew its own goals and edge cases far better than we did. The Flow Builder let them compose flows from existing nodes, name them, and own them going forward.

the solution

Finding the Right Flow

So… what exactly does the customer see when they are signing up, in the EU, and they are a former member (2 year lapse and email still on file)? Are there any active A/B tests in this space? This is exactly what the delivered product would provide. Not just logs and node IDs, but a visual representation of the journey.

the solution

Finding the Right Flow

So… what exactly does the customer see when they are signing up, in the EU, and they are a former member (2 year lapse and email still on file)? Are there any active A/B tests in this space? This is exactly what the delivered product would provide. Not just logs and node IDs, but a visual representation of the journey.

the solution

Finding the Right Flow

So… what exactly does the customer see when they are signing up, in the EU, and they are a former member (2 year lapse and email still on file)? Are there any active A/B tests in this space? This is exactly what the delivered product would provide. Not just logs and node IDs, but a visual representation of the journey.

the solution

Finding the Right Flow

So… what exactly does the customer see when they are signing up, in the EU, and they are a former member (2 year lapse and email still on file)? Are there any active A/B tests in this space? This is exactly what the delivered product would provide. Not just logs and node IDs, but a visual representation of the journey.

Testing & Contraints

Using AI in the codebase let me test on real data, surfacing two discoveries. First: flow metadata at the top (country, language, etc) was confusing, users expecting it to act like a dropdown. I moved it to the bottom so it read properly as a reference. Second: I'd designed search as one query across all entities. The backend had no cross-entity filters. I decided to put an entity selector as a required choice next to the search field.

Always Validating

Task-based sessions with designers and PMs from the Netflix Growth org. Users kept reaching for the read-only metadata: changing values, waiting for flows to update. No label fixes a false affordance. The IA had to change.

Future State

Before leaving Netflix, I designed four concept explorations as a north star for the team — showing how Eon could evolve from documentation to intelligence: flow health, dependency mapping, funnel analytics, and no-code copy editing.

Future State

Before leaving Netflix, I designed four concept explorations as a north star for the team — showing how Eon could evolve from documentation to intelligence: flow health, dependency mapping, funnel analytics, and no-code copy editing.

Future State

Before leaving Netflix, I designed four concept explorations as a north star for the team — showing how Eon could evolve from documentation to intelligence: flow health, dependency mapping, funnel analytics, and no-code copy editing.

Future State

Before leaving Netflix, I designed four concept explorations as a north star for the team — showing how Eon could evolve from documentation to intelligence: flow health, dependency mapping, funnel analytics, and no-code copy editing.

Copyright © 2025 Jesse Bones. All Rights Reserved.


All content, designs, and images on this website are the property of Jesse Bones and respective clients. Unauthorized use, reproduction, or distribution of any materials without explicit permission is prohibited.

Copyright © 2025 Jesse Bones. All Rights Reserved.


All content, designs, and images on this website are the property of Jesse Bones and respective clients. Unauthorized use, reproduction, or distribution of any materials without explicit permission is prohibited.

Copyright © 2025 Jesse Bones. All Rights Reserved.


All content, designs, and images on this website are the property of Jesse Bones and respective clients. Unauthorized use, reproduction, or distribution of any materials without explicit permission is prohibited.