Approach & Key Decisions

The problem was framed as a behavioural and system challenge rather than a purely visual one — how multiple people could share a single device while still feeling ownership over their experience.

Benchmarking against platforms such as Netflix helped establish patterns for profile management, switching behaviour, and setup friction.

Key decisions included:

• Designing profiles as an enabler rather than a gate, allowing fast access to content without mandatory setup

• Keeping profile switching lightweight to suit living-room usage

• Structuring the system to support future features such as parental controls and content restrictions

These decisions were shared and reviewed with product and engineering to ensure alignment and feasibility.

Collaboration

Worked closely with product and engineering partners throughout the process and shared concepts with international stakeholders, including teams in Germany. Feedback sessions were used to challenge assumptions and refine the approach.

Outcome

The concept was well received by stakeholders and validated as a clear solution to household-level personalisation.

Due to shifting organisational priorities, the feature was not progressed to build. However, the work informed internal discussions around personalisation and was documented as a reference for future initiatives.

Impact & Learnings

• Established a shared understanding of personalisation in a multi-user environment

• Provided a reusable framework for future profile-based features

• Reinforced the importance of clear decision-making and adaptability when priorities change