Netflix
Enhanced the user experience for a leading streaming service, making it more enjoyable, which contributed to business growth.
Role
UX Designer
Timeline
December-January 2023
Tools Used
Figma, MS Word, Maze
Business Problem Statement
Netflix is facing a significant challenge its user engagement is on the decline, and this is negatively impacting its business. The decreasing interest is not good for business, and we need to understand why users are not as engaged as before.
Design Process
EPISODE 1 - UNDERSTAND
Desk research
I began by conducting secondary research to gain a deeper understanding of the problem and its context.
User research
Then to find the root causes of the problem and gain insights into the users, I conducted primary research focusing on their behavior on the platform, the issues they face, and their specific needs related to Netflix.
User Interview Questions
1. Which Netflix plan are you currently subscribed to?
2. How would you rate your overall experience using the Netflix platform?
3. How easy do you find it to navigate through the Netflix interface?
4. Can you share your experience in finding new content to watch on Netflix? How do you usually discover movies or TV shows, and what challenges do you face in this process?
5. How well do you think Netflix's content recommendations align with your preferences in terms of user experience?
6. Do you ever feel like the suggestions for what to watch on Netflix sometimes get in the way or don't match what you want to watch?
7. How satisfied are you with the overall user experience on Netflix?
Key Observations
1. Lots of people on Netflix feel a bit lost because there are so many shows and movies. They're not sure what to watch, and the suggestions Netflix gives them aren't very helpful.
2. Some people think Netflix is a bit expensive, and they're not getting as many cool features as other streaming services that cost less. This makes them a bit unhappy.
3. It's hard for people to remember what shows or movies they already watched on Netflix, and sometimes the suggestions Netflix gives them are for things they've already seen.
4. People say other streaming services do a better job suggesting things they'd like to watch compared to Netflix. Netflix is struggling to keep up with these better suggestions.
5. People think they're not getting enough for the money they pay for Netflix, especially when they see other services offering more features for less money. This makes them think about canceling Netflix.
6. Netflix is starting to feel a bit messy and confusing for users, and they're not happy about it.
EPISODE 2 - DEFINE
User Journey Map
This is an experience map of users when they watch particular content on Netflix.
Pain Points
1. Users find it hard to choose from the overwhelming number of shows and movies on Netflix.
2. Netflix suggests shows or movies users have already watched or don't want to watch.
3. It's hard for users to find certain types of shows or genres when they are searching for content on Netflix.
4. Users face challenges in organizing and managing their watchlists efficiently.
EPISODE 3 - IDEATE
How Might We?
1. How might we simplify the process for users to make choices from the vast array of shows and movies on Netflix, reducing the feeling of being overwhelmed?
2. How might we implement recommendation algorithms that accurately predict users' preferences and avoid suggesting previously watched or irrelevant content?
3. How might we enhance the search experience on Netflix, making it easier for users to find specific types of shows or genres?
4. How might we optimize the My list feature on Netflix, addressing challenges users face in organizing and efficiently managing their lists of shows to watch?
EPISODE 4 - DESIGN
User Flows
I created user flows for every solution I suggested.
Low-Fidelity Screens
These screens are low-fidelity representations of my solutions, giving a basic and simple overview.
High-Fidelity Screens
Category preference setup
- Select your preferred categories to enhance your watching experience.
- Allow users to adjust preferences on the "My Netflix" page when revisiting a profile.
- Aim to enhance user experience by ensuring personalized content recommendations based on favorite categories.
Already watched content
- Create a "Feeling Nostalgic" row for previously watched content.
- Exclude watched content from future recommendations.
- Recommend new shows based on previously enjoyed content.
Search results page
- Introduce category filters for search results.
- Provide options to filter between TV shows and movies.
- Simplify the search process for users.
My list feature
- Improved "My List" page with genre categories.
- Easily find desired content with genre filters.
- Option to rearrange the list order based on user preference.
Prototype
For testing with real users, I created a prototype of my solutions.
EPISODE 5 - TEST
Usability Testing
I conducted a usability test with the help of Maze.
Results
1. The category preference setup helps Netflix to better understand specific users preferences and suggest content that matches their preferences.
2. The "Feeling Nostalgic" row was helpful because sometimes people prefer to rewatch content they've enjoyed before, which puts them in a comfortable state.
3. The search filter based on various factors helped narrow down what to watch.
4. Categorization aided discoverability
Final Design
I make some changes in “My list” section for improve user experience.
Next steps
Key takeaways
1. The key takeaway from this project is gaining the knowledge and skills to identify deficiencies in our product, understand the underlying reasons, and develop effective strategies to address and tackle these challenges.
2. A notable takeaway from this project is my newfound ability as a UX designer to analyze data and extract meaningful insights, marking a valuable skill development in my professional journey.
3. A significant challenge in this project was establishing consistency in the product while designing the user interface solution. To overcome this, I delved deeply into Netflix's products, gaining valuable insights and a wealth of learning on effective design principles.
4. A takeaway from this project is adopting a strategy of generating two to three solutions for a single problem, allowing me the flexibility to choose the most effective and suitable option. This approach proves beneficial in creating solutions that are not only good but also highly useful. Additionally, when faced with challenges in problem-solving, I successfully applied the "worst idea" technique, to stimulate creativity and generate more innovative ideas.