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Summary:

Kids don’t need to be able to read to navigate Netflix’s website, thanks to a new and much simplified section with children’s content. The new UI isn’t available to everyone yet, but Netfix has looked into making its site more appealing to kids for some time.

netflix characters

Netflix has started to test a separate section for children’s content on its website with a UI that is optimized to be used by kids themselves. Select Netflix members have been getting a new tab labeled “Just For Kids” in the main menu of the Netflix website that takes them to the section, but the page has been inaccessible for others.

The first visible difference between the new kids section and you average genre page on Netflix.com is a horizontal scroll bar that displays various kids characters from Hello Kitty to Shaun the Sheep.

A click on one of those characters opens a new page that offers access to TV show episodes and movies starring that character. Each episode is previewed with a screenshot, and there is barely any text at all. Everything is optimized for instant playback of the episodes displayed.

We reported just two weeks ago that Netflix was looking to hire a Senior User Experience Designer for Kids & Family to make its site more kids-friendly. A job opening posted on the company’s website said at the time that potential candidates for that job should be able to “envision kids’ interfaces that are friendlier, simpler (and) more fun” as well as be “passionate about creating fun, easy-to-understand interfaces that communicate with kids on their level.”

It’s unclear whether the current kids page design will be rolled out to all Netflix members or whether it’s still part of a limited test. Netflix is famous for its A/B testing, a process that the company uses for almost every design decision. That means it’s entirely possible that there are other versions of kids pages being tested at this very moment.

We’ve asked Netflix about the scope of this feature and will update this article as soon as we get an answer.

  1. They better do something because the streaming catalog sucks and keeps getting worse every day!!!!!

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  2. Plus with the price increase Netflix just isn’t worth the money for year old content.

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  3. They should consider getting the adult UI halfway functional before moving on to something as needless as a childrens UI.

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    1. HaHa, “needless”! You must not have any kids, the only reason we have Netflix is for our kids!

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  4. Shaun the Sheep! he even mucks about with those who cannot bleat!

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  5. I don’t understand the hatred towards Netflix. It is the media companies that are jacking up the costs causing Netflix to limit content. Look at Netflix’s earnings reports, they aren’t ripping you off. Do you realize that at $8 unlimited streaming, the margins are so tight that there is no one else that can provide competition. If you’ve subscribed to Hulu+, you will know what I mean. Those who ditched Netflix will come back in. At $8 a month, it is less than 1 movie ticket… what more do you expect.

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  6. Now they need the children’s UI to not affect my suggested videos? Not only that, but there needs to be a way to default to “kids view”, then allow pop out into regular UI by a password or something.

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  7. This is nice and all, but what Netflix really needs is some form of parental controls so that I can limit what my kids can do and watch. I don’t particularly want my kids seeing my queue or what movies I’ve watched on streaming, and I know many parents would like to be able to limit what types of movies their kids can watch either by genre or rating. This is so painfully obvious to me and many parents I know, yet I have given up ever hoping Netflix will do this. They are effectively a monopoly in home video streaming, and seem to have no incentive to innovate.

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  8. Question – will there be a barney block feature?

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  9. Come netflix you can be better then hulu and other service pay and pay and pay more money on family and kids contact because thats everyone wants. We dont want to pay money for stupid dumb movies we looking for indiana in cardboard or mouse hunt or jumaji or old disney tv movies.

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  10. Noor Almtowaq Friday, August 12, 2011

    Netflix needs to bring the netflix setting back on roku 2 devices or make a new channel where we can put 500 queue for adult and kids same thing so when we log in netflix channel we clicks kids and family or my instant queue.

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