INTRODUCTION

Users love Netflix but… There is always room for improvement

This solo project explores the idea of adding a new feature to the Netflix UI for content recommendations between family and friends as a new way to discover content on the platform. The project was completed during the month of December 2022.

THE PROBLEM

Users spend a lot of time deciding what to watch

Netflix is a streaming service with many options to choose from; however, users spend a lot of time deciding what to watch after they finish a show. Although Netflix offers top-ranked shows, not all users rely on it since they prefer to check social media reviews or ask friends and family for recommendations. 

HYPOTHESIS

This issue is a common problem across all streaming platforms

It would benefit Netflix to introduce a new feature on its platform that allows users to view friends' recommendations to discover new content easily and spend more time watching shows rather than searching for new ones. Therefore, this can be seen as an opportunity for Netflix to differentiate itself from its competitors and offer its users a new and exciting way to watch its content.

RESEARCH

1. ONLINE RESEARCH

Users’ are repeatedly asking for recommendations to decide what show to watch.

Users on forums like Reddit look for opinions from other users to discover new shows. The most frequently asked question on those types of sites by Netflix’s users is "What can I watch on Netflix", or requests for suggestions for shows related to specific types of content, such as K-Dramas, crime shows, etc. The forums showcase a sense of community in which users can get and provide suggestions; however, not all users use these types of platforms.

Users' opinion gather from Reddit

2. SURVEY PROCESS

It is difficult for users to decide what to watch

35 users were part of a survey to gather information related to the problem. Most of the users reflect that they actively use Netflix and rely upon family and friends’ recommendations to decide what to watch since they find this quite challenging for the number of options.

3. USERS INTERVIEW

Most people decide what to watch next based on recommendations from their friends.

I have conducted interviews with 8 users who actively use the platform to understand their thoughts on it, how they search for new content, how they choose what to watch, etc. The questions asked and insights learned from the interviews are listed below:

MAIN INSIGHTS:

  • Users don’t like to spend more than 10 minutes searching for content.

  • It is common for users to forget their friends' recommendations.

  • People would like to see the rating from IMDB or Rotten Tomatoes on Netflix’s content.

RESEARCH QUESTIONS:

  • How often do users watch Netflix.

  • How users decide what to watch next after finishing a show. 

  • What users would like to see on Netflix’s platform.

  • How users remember what shows their friends have recommended.

4. ANALYZE THE COMPETITION

Other streaming services have the same problem.

Although all of them offer recommendations based on recent content added or suggestions depending on users’ search, none of them provide content recommendations from friends or family or have communities associated with their services. Therefore, Netflix has a unique opportunity to provide a new feature to help users discover content more efficiently and, at the same time, differentiate it from the competition. 

DEFINE

1. USER PERSONAS

To create the user personas, I analyzed the results of the research step, listed all the behavior variables, and identified some trends. The archetypical users that I created represent the goals and needs of the users who can benefit from this project's solution. Understanding the target audience gives more clues about designing considering users' behaviors and having a human-centered approach.

2. EMPATHY MAP

Exploring users behaviors

The empathy map is made based on observations and statements from my interviews with users and the results of the survey I conducted, which aim to explore and develop the personas I have created. I was able to gather a more in-depth understanding of the user's emotional state as a result of this.

IDEATE

1. THE SOLUTION

The project introduces new features that allow users to view friends' recommendations to discover new content.

As a result of the research, the project aims to build the means that will allow Netflix’s users to find content easier by seeing friends' and family's recommendations through their profile or in a group community. This will make it easier for users to choose what movie or show to watch by simply searching movie/show lists created by their friends and families.

2. WIREFRAMES

Brainstorming ideas to find the best approach using the 10 Plus Method.

1- Process of elimination

2 - First evaluation stage with customers

3. TASK FLOW

Users in the center of the navigation

In order to keep the users at the forefront of the design process, the user behavior and need patterns were synthesized. As a result, I developed a task flow to showcase the organization of the design proposal. Therefore, the following diagram shows the options that have been designed.

4. DESIGN EXPLANATION

The design has 3 principal components:

The project has three major components: the Friends’ Activity Section in which users can see what their close friends are watching right now; the Friends & Groups Section to share content with a community that has similar interests; and the Friends’ Profile Section, where users can make content lists and their history of all the shows they have already seen can be displayed.

Friends Activity Section

The Friends Activity Section is a new option that is shown on the main menu of Netflix.

WHAT CAN YOU DO HERE?

  • Discover popular content.

  • Check out your top friends' recommendations.

  • Find out your friends' top 10 shows.

  • Take a look at what your friends are currently watching.

Friends’ Profile Section

A friend's profile is divided into three sections: their content lists, what they are currently watching, and a collection of recommendations where users can search shows and movies using filters.

WHAT CAN YOU DO HERE?

  • See your friends’ list recommendations and like the ones you want.

  • Search their collection using filters to find content faster.

  • Send recommendations to your friend.

Friends & Groups Section

This is a section where users can see their friends and the groups they are a part of. It is divided into two sub-section: Groups and Friends.

WHAT CAN YOU DO HERE?

  • Explore new groups by using filters. 

  • Users can create as many groups as they want.

  • Users can add lists of movies and shows, invite friends, and name them.

  • Add all the friends you want.

  • Take a look at what your friends are currently watching.

5. FINAL SCREENS

Take a look at some of the final screens of the project

PROTOTYPE

Interact with the high-fidelity prototype here:

I created the prototype of the main user flow using Figma. By creating this prototype, I was able to put my designs into practice and do user testing to see how the prototype works and how users perceive the interaction.

CONCLUSION

What I would have done differently? things to improve for the next project!

This was my first UX solo project! 🎉. Being able to experience the entire UX process has given me a greater understanding of how it works. Having said that, let me share a few lessons I've learned:

  • I had a lot of ideas after finishing the research that was very difficult to relate one to another because the topics weren't related. I learned that I need to focus first on solving the problem I'm working on, and after that, I can see if those other ideas can provide benefits to the project I’m working on. 

  • Although I am quite familiar with design tools and that is why Figma is so fun to use for me because I feel it comes naturally, I’m not an expert. During this project, I have to research a lot to see how I can build using Figma some interactions I have in mind. Furthermore, I realized that even though my UI skills are not at their best yet, they can be improved greatly with time and practice. 

  • I finished this UX Case in December, but I went back to it in January 2023 because I think I can improve how I was explaining everything. The first version of this project was full of unnecessary details that didn't contribute to it. Therefore, I decided to explain everything better. Not more is necessarily best. 

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