• Netflix launched mobile games in November 2021; cloud gaming had zero existing content design foundation when work began
• The executive and product decision to design for non-gamers first — not hardcore gaming audiences — shaped every content and terminology decision made across the platform
• Netflix's existing voice and tone guidance didn't map 1:1 to gaming; a games-specific content system had to be built in parallel with the product itself
• Research showed only a small percentage of Netflix's user base identified as gamers, and that members had strong feelings about privacy and the separation of watching and gaming behaviors
• Game studio partners eventually became key stakeholders, requiring content decisions to be documented and shared externally as well as internally
• The platform launched as a beta in the US, UK, and Canada first, then scaled gradually to 20 countries and 12 languages as Netflix expanded global infrastructure

Built the games platform content system incrementally, starting with the foundational taxonomy and terminology, then scaling into feature-specific patterns and principles that balanced the main two stakeholder: Netlfix end users and game studio partners.

Built it by:

• Co-leading the creation of a games-specific style guide early in the platform's development, establishing voice, tone, and content principles distinct from Netflix's streaming identity
• Writing a dedicated errors style guide for games that was adopted across Netflix as a standard reference for error writers platform-wide
• Building and owning a controller terminology wiki — a living reference document that started as a content resource, grew to include design components, and was eventually adopted by engineering as their primary source of truth as the controller team scaled
• Establishing a QR code style guide based on games controller work that became a Netflix-wide reference, still actively used three years after creation
• Acting as the primary product designer for errors across the games platform — creating new error screens directly in Figma using existing components, fielding requests from PMs and engineers, and pushing back when user-facing errors weren't needed and better back-end tracking was the right solution instead
• Consistently advocating for non-gamer-first language across product, product marketing, brand, and editorial teams — ensuring that as gaming features expanded, the content always reflected Netflix's broader member base rather than assumed gaming fluency
• Owning platform content design end-to-end across the full Netflix games experience for four years, including touch points with game developer-facing tools and documentation