Overview
Personalisation algorithms have diminished the human element in decision making, creating a gap between our interests and suggested content. This is a reinvention of Netflix for users who struggle with decision paralysis.
To understand more about the project:
Read Case Study / Test Prototype
**Links above will lead you to open a new window to view. Prototype is not suitable to be viewed on mobile.
Personalisation algorithms have diminished the human element in decision making, creating a gap between our interests and suggested content. This is a reinvention of Netflix for users who struggle with decision paralysis.
To understand more about the project:
Read Case Study / Test Prototype
**Links above will lead you to open a new window to view. Prototype is not suitable to be viewed on mobile.
Role
user research, creative sprint, behavioural insights, prototyping
**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.
user research, creative sprint, behavioural insights, prototyping
**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.
Background
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.
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 POV
Heuristic Evaluation Insights
After conducting a heuristic evaluation on the service design of 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.
After conducting a heuristic evaluation on the service design of 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.
Competitors 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 and compare the features provided for users.
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 and compare the features provided for users.
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 have more similarity in terms of the fast pace lifestyle they lead, thus they will usually sacrifice their sleep to watch or binge watch on the go.
Following research plan were conducted to understand from user’s POV:
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.
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 have more similarity in terms of the fast pace lifestyle they lead, thus they will usually sacrifice their sleep to watch or binge watch on the go.
Following research plan were conducted to understand from user’s POV:
- Online Reviews
- Quantitative Interview
- Qualitative Survey
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
For all the time spent binge-watching, users are hooked with the non-stop stream of content. With the backed up research have shown above, we now know that users are struggling to find the "right" title to watch. Moreover, with the Recommender System showing similar content, it is hard to discover new content. Thus, the reinvention of the browsing experience should focus on those who struggle with decision paralysis from the overwhelming choices presented on the platform.
For all the time spent binge-watching, users are hooked with the non-stop stream of content. With the backed up research have shown above, we now know that users are struggling to find the "right" title to watch. Moreover, with the Recommender System showing similar content, it is hard to discover new content. Thus, the reinvention of the browsing experience should focus on those who struggle with decision paralysis from the overwhelming choices presented on the platform.
Solution
As Marie Kondo said, “Discard everything that does not spark joy!”. A personalised browsing experience on Netflix with features that cut down the time for those who struggle with decision paralysis from the overwhelming choices presented on the platform. Ultimately, when user go on Netflix, their goal is to be able to decide on a title and watch it.
As Marie Kondo said, “Discard everything that does not spark joy!”. A personalised browsing experience on Netflix with features that cut down the time for those who struggle with decision paralysis from the overwhelming choices presented on the platform. Ultimately, when user go on Netflix, their goal is to be able to decide on a title and watch it.
To understand more about the project:
Read Case Study ︎︎︎
Test Prototype ︎︎︎
Links above will lead you to open a new window to view. Prototype is not suitable to be viewed on mobile.
Read Case Study ︎︎︎
Test Prototype ︎︎︎
Links above will lead you to open a new window to view. Prototype is not suitable to be viewed on mobile.