If you want to know what the future of streaming looks like, scroll through Netflix.

More than 17 years after the former DVD mail subscription service launched its streaming platform, Netflix is still streaming’s “gold standard,” as Disney CEO Bob Iger put it. Its user interface is a major part of the reason why.

In a world full of more content than we know what to do with, Netflix has seemed to crack the code for keeping its viewers engaged by designing a digital experience that keeps them loyal, logged in and watching. As Steve Johnson, Netflix’s vice president of design, told Fast Company earlier this year, discovery is “the thing that keeps me up at night."

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