experience design

a user friendly netflix


when users go on Netflix, their goal is to be able to decide on a title and watch it. however, not all users are always satisfied with the suggested title from Netflix. my annoyance with the limitation to the selection of content led me to a reinvention of Netflix’s browsing experience.


solution
reinventing the way we experience netflix through warmth and accessibility. 

🔎️ For this project, we focus on the mobile app interface as considering the focus user group leads a fast pace lifestyle and do not usually have the time to sit down and watch a show. 

View In-depth Case Study ︎︎︎
View Prototype ︎︎︎
role
user research, creative sprint, behavioural insights, prototyping

final year project, 2021




problems & opportunities
When users go on Netflix, their goal is to be able to decide on a title and watch it. However, not all users are always satisfied with the suggested title from Netflix. My annoyance with the limitation to the selection of content led me to a reinvention of Netflix’s browsing experience.

To understand, a research plan was created to address the following research objectives:
  • Understand users habits on browsing and selecting a title
  • Uncover user’s challenges and pain points while using Netflix
  • Reveal gaps in existing (digital) platform
  • Defining “personalised experience” from a user’s point of view



research
︎︎︎Heuristic Evaluation
After conducting a heuristic evaluation on the existing platform, it is shown that Netflix Recommender System curates exclusive content for individual users with machine learning algorithms and users subconsciously become reliant on the type of content that is shown to them.


︎︎︎Competitor Audit
Within Singapore, there are a few other TV & Movies online streaming platform that many are subscribed to or know about. I have short listed 3 other services that are more recognised locally.

︎︎︎User Research
Browsing experience varies with the type of users on it and how active they are on the platform.

As I dig deeper into users' need, I decided to focus on young adult users ages 21 to 35 as their consumption habit is more similar where they lead a fast pace lifestyle and do not have time to sit in front of the television to watch, thus they will usually sacrifice their sleep or watch on the go to binge watch their favourite show.

These research are all done virtually due to COVID-19 measures and challenges were faced as some participants are not comfortable with audio/video recording during sessions due to privacy reasons.





strategy


︎︎︎Opportunity Areas
Opportunities areas were prioritized based on business outcomes and connectivity to other technology solutions to focus on immediate next steps.



wireframing

Wireframe for mobile view were designed based on the opportunity areas that was identified. Apart from the wireframes, content writing was also designed to ensure the content was purposeful and understandable across different user segments.



solution
A personlised browsing experience on Netflix.

📎️


Dominate
Your Playlist

🧹️


Declutter
the Chaos

🔎


Discover
New Titles

🪄


Dive into a
New Experience


As Marie Kondo said, “Discard everything that does not spark joy!”. 





results
There are still a lot that can be done for the Netflix experience to have a more competitive edge against its competitors in the market. Focusing on improving technical infrastructure can support the complex operational requirements of curating a more personalised content and it could significantly reduce decision paralysis that is causing abandonment rates.

Joanne Goh