For Netflix, the concept of personalization doesn’t just apply to what movies or television shows tickle your fancy. It also applies to the way you watch video, especially when it comes to mobile.

People watch video differently on their smart phones than TV, explained Netflix Design Director Dantley Davis onstage at Gigaom’s Roadmap conference, so the design and user interface has to reflect that.

Mobile users tend to check their phones about 150 times a day and spend around 10 minutes tops watching video streams, which is obviously not conducive to the roughly hour-long episodes of Orange is the New Black.

To address this, Netflix is experimenting with “bite-sized content,” meaning specialized versions of TV shows cut down to five minutes to satisfy those mobile viewers. The difficulty is making sure that the show is “contextually relevant” to the viewer and shows something compelling.

Netflix also…