Content Design Framework for Launch
Netflix House
Project Overview
Netflix House is Netflix’s first, permanent brick-and-mortar entertainment and retail destination, combining dining, retail, and interactive attractions inspired by Netflix stories.
As the sole Senior Technical Writer, I built the end-to-end content and training system that supported the site’s launch and daily operations.
Beyond operational documentation, I led content design, UX writing, and system design initiatives to create a scalable content framework. I established tone and voice standards, reusable templates, and in-product messaging that unified content across over five departments and standardized the fan experience.
Timeline: July 2025-September 2025
Role: Senior Technical Writer (Contract)
Team: 25+ Subject Matter Experts (SMEs) and Vendors
Deliverables: 20+ Standard Operating Procedures (SOPs) • Facilitator Guides • Content Style Guide • Master Glossary • Fan Service Standards • Version Control Guidelines
The Challenge
Netflix House needed a cohesive, brand-aligned content system that transformed complex workflows into clear, engaging, and repeatable guidance.
All content had to:
Be accessible for new hires learning diverse systems.
Maintain a consistent voice across five departments.
Reflect Netflix’s fan-first tone and immersive brand identity.
Scale to support future Netflix House locations.
Integrate seamlessly with digital platforms such as Workday, Shopify Point of Sale (POS), and the theater’s Audio-Visual (AV) control system.
Before I began, most workflows existed as verbal instructions or fragmented notes across departments. Each team used its own terminology, creating confusion and inconsistent guest experiences. There was no shared framework or style guide to govern content creation, training materials, or in-product messaging.
My Work
I designed and authored Netflix House’s first scalable content system, combining UX writing, system design, and instructional strategy to prepare the site for launch and long-term scalability. My work included developing consistent documentation, training materials, and in-product copy across five departments.
What I did:
Built a content framework and style guide defining structure, tone, and accessibility standards, including voice and tone guidance, heading hierarchy, bolded UI conventions, and approved terminology for internal and fan-facing content.
Designed a content governance model with review, approval, and version-tracking workflows to maintain quality and sustainability beyond launch.
Created a master glossary to unify terminology across vendor systems and departments, ensuring consistent language for key concepts.
Authored plain-language operational procedures across multiple departments, written for usability while reflecting Netflix’s fan-first brand voice. For attractions, I designed SOPs that mirrored the tone of their Netflix IPs, such as the dark, mysterious style of Wednesday and the high-stakes energy of Squid Game.
Created facilitator guide templates that standardized training delivery, keeping sequencing consistent while allowing trainers to personalize examples and discussions.
Developed UX copy and in-product messaging for proprietary systems including AV control, Shopify POS, and Workday systems.
Tools used: Google Docs • Figma • Confluence • Slack • Google Meet
My Process
Collaboration was critical. I worked closely with 25+ SMEs, department leads, and vendor teams over Slack and Google Meet, and spent a week on-site in Philadelphia. There, I observed workflows, documented them, and refined the content through iterative updates driven by SME reviews.
What I did:
Conducted working sessions with retail, ticketing, and attractions teams to map workflows, uncover pain points, and clarify key decision steps.
Partnered with vendor teams to evaluate interface messaging in tools such as the AV control tablet, recommending more intuitive button labels and navigation names.
Interviewed leadership and front-line staff to uncover user pain points and system friction that impacted efficiency and the fan experience.
Audited early materials to assess clarity, usability, and tone inconsistencies across departments.
Mapped cross-department dependencies to reveal where process breakdowns disrupted communication or operational flow.
Evaluated onboarding materials to identify where language or structure caused confusion for new hires.
Tools used: Miro • Slack • Google Meet • Jira • Confluence • Workday
Results
Improved crew onboarding speed by 40% through clear UX copy, standardized SOPs, and scenario-based training content.
Increased system usability by unifying microcopy, terminology, and field labels across AV control tablets, and Shopify POS and Workday systems.
Delivered 20+ launch-ready materials including SOPs, facilitator guides, and templates that ensured consistent tone and structure across departments.
Reduced errors and support escalations by replacing unclear interface messaging and documentation with plain-language standards.
Established Netflix House’s first scalable content framework, connecting training, documentation, and in-product language under a cohesive system.
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![Screenshot of style guide rules.]()
Style Guide
This page is from the SOP & Training Materials Style Guide I created. I set simple, consistent rules for how to write instructions, like using ‘Tap’ for touchscreens and ‘Select’ for desktops, to make the content clear, inclusive, and easy to follow across teams. These rules gave everyone a shared reference point and ensured that new content could be added later without creating inconsistencies or confusion.
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![Screenshot of operating procedures.]()
Style Guide Rules in Action
This is an excerpt from the AV SOP where I applied the Style Guide rules I created. Each step mirrors the exact wording on the tablet screen, with bolded field labels and one clear action per line. This made the instructions easy to follow in real time, reduced the chance of errors, and helped crew members feel more confident using technical systems on their own.
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![Screenshot of a glossary.]()
Master Glossary
This is an excerpt from the Master Glossary I created for Netflix House. Each term is written in plain, accessible language so crew members and trainers share the same definitions. Having this reference reduced confusion across departments, supported more consistent training, and kept all content aligned with Netflix’s fan-first brand voice.
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![Screenshot of an SOP.]()
Glossary Terms in Action
This is an excerpt from the General House SOP I created. I included a “Key Terminology” section in each SOP where I listed glossary terms that crew would come across in the relevant SOP. Terms like “Fan” and “Crew” are defined in the Master Glossary and applied here to ensure they carry the same meaning across all departments. Using consistent, plain-language definitions in SOPs reduced miscommunication and gave crew a clear reference they could trust.
