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Overview
Netflix is the world's leading internet entertainment service with 158 million paid memberships in over 190 countries enjoying TV series, documentaries, and films. According to my user research, existing users on Netflix have been struggling to enjoy the whole watching experience and complaining about the current features. As a result, the mission of this product is to redesign Netflix to be a more user-friendly web product to increase brand affinity.
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Sprint Duration: 6 weeks
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Team: UX research team: Zihan Yang, Qian Wang, Chiaying Ho, Bingxuan Liang, Xiaoqing Meng. Final design: Individual
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My Role: UX designer
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Key Skills: UX Research, User Journey Map, Affinity Diagram, Low-fi Wireframes, High-fi Prototype, Usability Test
Problem & Opportunity
LEMERS Method
As a Netflix user, I have heard so many complaints from my friends, families and even myself. In this case, I firstly used LEMERS method to discover more about Netflix and its competitors in the market.
It is interesting to note that Netflix performed relatively low in efficiency, errors, and satisfaction. In order to find out the reason, I also collected user voices from the app store, online customer feedback, and below are some insightful quotes:
User needs pyramid
After reviewing the user voices and needs pyramid, I noticed that instead of complaining about the current interface and content navigation, watching privacy can be another heated concern. People are more likely to watch Netflix with family or friends. However, Netflix currently exposes user's personal history in the public view page, which decreases the user's desire to watch shows with others.
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By making this hypothesis, there can be an opportunity here. In order to discover the user's real needs and pain points, we conducted an online survey with over 100 responses received and interviewed 8 people.
Research tells the facts
Synthesis & Define the scope
By compiling feedback from user research, we sketched user storyboard and analyzed the current user journey map to become the basis for the redesign phrase.
By sketching the storyboard, we found that users meet the scenarios in which they want to find a high-score film to watch with a short wait time.
The current journey map shows the vague and redundant selection process the users are facing during the navigating phrase.
Main focus
Users:
People age 25-44, who watch Netflix in leisure time and hate wasting time in searching content. When viewing available shows, they value friends’ opinions more than system-generated recommendations and love to share opinions.
JTBD (Job to be done):
When I get off work and try to find something to watch on Netflix,
I want to quickly decide on a show without spending too much time on IMDB---
So I can spend more time enjoying the most appropriate show.
Design Solution - NetFriends
NetFirends helps target users to spend less time on choosing and more time enjoying the show. The new function allows users to quickly see a friend's recommendations and evaluate a show to optimize the decision-making process.
Initial Sketches
User Flow
New users can build connections with friends on NetFlix by establishing the NetFriends page with NetFriends navigation button.
Current users can build connections with NetFriends function and watch friends recommended trendy shows/movies on NetFlix.
Wireframe
The wireframe shows
How the flow works
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