Company
Netflix
Role
Product Designer
Time Frame
5 day sprint
Challenge #1
Identifying an issue for Netflix was the biggest challenge I faced. I often wondered what issues a large company like Netflix could encounter.
Challenge #2
I made this project more challenging by not researching existing design systems for Netflix. As a result, I had to design components from scratch, adding to the complexity of the project.
Solution
The introduction of a social feature on Netflix represents a significant enhancement to the user experience. This feature allows users to seamlessly connect with their friends, enriching their viewing choices. By providing access to a curated list of their friends' most-watched movies and shows, Netflix fosters a sense of community and engagement within its platform.
This curated list acts as a personalized recommendation system, offering valuable insights into the preferences and tastes of one's social circle. Users can easily discover new content aligned with their interests while enjoying shared experiences with their friends. This social aspect not only enhances the overall entertainment experience but also cultivates a stronger sense of belonging and interaction among Netflix subscribers.
Brief
During this 5-day sprint, I conducted research on Netflix competitors and their position in the market. I performed both quantitative and qualitative research, gathering information on user pain points and needs. Based on this research, I concluded what Netflix needed to differentiate itself in the entertainment industry. I defined the MVP through user testing and feedback.
Research
Entering the research phase with a strategic focus on identifying areas for potential enhancement within Netflix, I initially felt somewhat apprehensive about taking on this project, considering Netflix's already established success. However, as I delved deeper into the analysis, I unearthed common issues experienced by users and identified a notable gap in the entertainment industry.
Market Analysis
Upon conducting an extensive market analysis, I observed a densely populated landscape within the entertainment industry. Numerous streaming platforms offer exclusive content, intensifying competition in this space.
Notably, when I extended my analysis to include indirect competitors, YouTube stood out for its distinct social aspect within the entertainment realm. This observation revealed a promising market gap, leading to the objective of introducing social features to streaming platforms, with Netflix aiming to incorporate such aspects into its user experience as a strategic focus following this project.
User Research
To gain deeper insights into user preferences, I initiated user research activities. This involved distributing surveys across platforms like Reddit and Slack, coupled with in-depth interviews with Netflix users. The primary objective was to discern the factors influencing users' choice of Netflix as their preferred entertainment platform.
User #1
"I frequently receive show and movie recommendations from my friends"
User #2
"I usually turn to Netflix when I have some downtime"
Finding #1
80% of respondents maintain subscriptions with other streaming platforms.
Finding #2
60% rely on friends for content recommendations.
Define
In the process of narrowing the scope of issues during this phase, I identified three primary concerns within the user experience of Netflix. This entailed a comprehensive analysis of essential artifacts to gain a profound understanding of user objectives when selecting Netflix as their entertainment platform. These artifacts also played a pivotal role in enhancing my comprehension of the user's journey when making decisions regarding movies or shows.
Customer Profile
In order to further my understanding of the user, I utilize the information collected in the previous phase to complete the customer profile chart, which consists of three key components: 'Job to be Done,' 'Pains,' and 'Gains.'
Users are essentially 'hiring' Netflix to alleviate their boredom following a long day of work or other activities. Their primary goal is to achieve relaxation and entertainment.
Journey Map
Based on my research, I have identified three distinct phases that users traverse when engaging with Netflix. Through the creation of a journey map that delves into users' experiences and emotions at each stage, I have pinpointed areas of user frustration, denoting these as pain points, while also cataloging opportunities for design improvement.
How Might We #1
How might we help viewers delete movies and shows they will not watch now?
How Might We #2
How might we give more selection of movies and shows to viewers more to their taste?
How Might We #3
How can we customize the time when the pop-up shows so the viewer doesn’t have to be interrupted when watching?
Develop
Brainstorming ideas for three main issues is always enjoyable. After generating ideas, I use the Moscow method to decide on the Minimal Viable Product (MVP) and organize solutions in a chart. Once the MVP is chosen, I move on to testing the solution using a value proposition canvas for services and products, along with a user flow chart. This structured approach ensures that the proposed solutions are not only practical but also align with user needs, making the problem-solving process both systematic and insightful.
Minimal Viable Product
After coming up with ideas, I used an MVP + effort vs. impact chart to decide what to include in the prototype. This helped me avoid going overboard with solutions that would take a lot of effort. By balancing the potential impact with the required effort, I focused on integrating the most effective and feasible features into the prototype, making the development process efficient and impactful.
Product and Services
Putting the Minimal Viable Product (MVP) into the products and services chart is crucial. This means testing how the MVP helps users by relieving their challenges (pain points) and adding value to their experience. By examining its impact in the context of the chart, I learn how well the MVP meets user needs, ensuring it contributes effectively to the overall value of the product or service.
User Flow Chart
By testing the user journey with the Minimal Viable Product (MVP), I aim to find out what screens and information are missing in the prototype. This helps ensure a smooth user experience throughout all phases of the journey map.
Develop
Prior to presenting the final prototype, I engaged in multiple iterations of the Minimal Viable Product (MVP) development. These iterations encompass both low-fidelity (lo-fi) and mid-fidelity (mid-fi) phases, with a primary emphasis on assessing viability and feasibility. Drawing insights from these preliminary iterations through usability testing, I subsequently deliver the high-fidelity (hi-fi) prototype.
Lo-Fi Mock-ups
After coming up with ideas, I used an MVP + effort vs. impact chart to decide what to include in the prototype. This helped me avoid going overboard with solutions that would take a lot of effort. By balancing the potential impact with the required effort, I focused on integrating the most effective and feasible features into the prototype, making the development process efficient and impactful.
Mid-fi Mock-ups
Building upon the feedback received from the low-fidelity (lo-fi) mockups, I transition to the design phase using Figma. In Figma, I leverage Netflix UI kits, integrating the fonts and color schemes into my design system within the file. I then proceed to craft the layout and structure of the new feature, ensuring it aligns with the established design principles and user experience standards.
Hi-fi Mock-ups
During this 5-day design sprint, I achieved significant milestones. By the 4th day, I had finished crafting screens for the 'add friends' and 'view profiles' functionalities. On the 5th and final day, I dedicated my efforts to refining the onboarding process, ensuring a seamless introduction of the new feature to users. Additionally, I simultaneously worked on preparing a presentation to showcase the project's progress and outcomes to the class.
Key Features
in-app friend list
View friends most watched shows/movies
Get recomondations from friends in-app
Friends list view, friend profile, and customized show/movie list
Add friends by sending a email invite or Link from your contacts