The making of the NYT’s Netflix graphic

Kevin Quealy, a graphic editor at the New York Times, reveals the method to the radness of the interactive Netflix queue graphic that went up on the Times’ website last week. His discussion of their primary design considerations hits upon precisely what makes the map a popular success:

the hardest part about this graphic was designing the interface. We wanted readers to be able to find a given movie quickly, but a search box didn’t really work visually. We also wanted to give readers an idea which movies were most popular and which were most critically acclaimed.

I mocked up at least ten versions. None were any good. The challenge was navigation. As a user, I wanted to be able to see one movie in a bunch of different cities, fast, or I wanted to see a bunch of movies in one city just as fast. So there are two major navigation elements – cities and movies – but the map itself still needed to be the visual focal point of the graphic.

The ability to jump from city to city without worrying about the formalities of zooms in and out makes playing with it plenty pleasant. Not mentioned but nearly as important is the second sentence of the two sentence summary, just below the map title (the bolding is mine):

Examine Netflix rental patterns, neighborhood by neighborhood, in a dozen cities. Some titles with distinct patterns are Mad Men, Obsessed and Last Chance Harvey.

A statement as intriguing as that is like a sheet of bubble wrap left in your path on the way to work: it’s not a clear invitation to play, but you’ll pop it anyway.