NETFLIX
Adding a Feature to Enhance User Control and Recommendations
5 min read
Role
UX Designer
Duration
Jan 2024-March 2024
Tools
Figma
Team
Justin Luu
Responsibilities
Product Design, User Research, Iteration Design, Wireframing, Prototyping, Testing
CONTEXT
More time is spent browsing through titles than watching regular content on Netflix
This project was a case study during my boot camp. The task was to add a feature to an existing app. I focused on enhancing user experiences on the Netflix app with more personalization. Based on my research, I aimed to tackle a common painpoint by creating a feature that gives users more control over their recommendations.
SOLUTION
Netflix: Adding a feature to customize content recommendations
The feature I developed included a new "Your Picks" tab in the existing app that allows users to filter content and even reset their recommendations if they are unsatisfied with Netflix's suggestions. The feature further personalizes the users' content selection, reducing choice paralysis in the limitless library of shows, movies, and games.
PROBLEM
How might we give users faster and more control over their content discovery on Netflix?
Project Constraints
Business Goals, new features must abide by and align with the company values and business objectives.
Platform Design Consistency, new addition must abide by the existing Netflix Design System and Brand Guidelines.
User Overload, a new feature must keep with or improve Netflix's streamlined process , ease of use.
Feasibility; could this work on the real app and how likely is it to be implemented
User Frustrations
RESEARCH
I started my research by conducting a competitive analysis with Netflix, Hulu, Prime Video, and Disney Plus.
I took to comparing and contrasting these 4 streaming platforms, their similarities, differences, and more importantly what each app did well to provide content to subscribers.
This included Hulu's TV show selection, Prime's integration with other Amazon products, and even disadvantages like Disney Plus' limited selection due to licensing.
With these insights, I then went into more detail about how these features have possibly impacted their business goals, company advantages, or even disadvantages.
I then conducted 4 user interviews, frequent and non frequent users of Netflix
The user interview focused on the process of content discovery for each user, and the steps they take to get there. Interview questions also covered what users would like to see or improve about the app.
Affinity Map from the user interviews below.
From this I concluded that…
Content Overload
Users were often overwhelmed by the sheer number of selection of titles, leading to fustration.
More Control
Users expressed a wish for more control over their content experience, how suggestions are shown.
Content Variety
Users value a diverse content library and expressed interest in discovering new genres and formats.
Poor Recommendations
Users were frustrated at the recommendations that Netflix provided, inaccurate and can't change.
IDEATION
Brainstorming and Iteration
Idea Generation
With the key takeaways above, I proceeded with Idea generation by brainstorming solutions to the groupings in the Affinity Map.
I also thought of ideas that would benefit both the User and Business Goals and what individual goals each would have and remain important.
The Solution should be a sharing of these goals which were:
Enhancing overall content consumption and minimizing time spent browsing through the app in frustration
Delivering a user-friendly, intuitive, and effective content discovery solution that enhances the streaming experience
IDEATION
Design Solution: A feature that gives or resets Netflix recommendations and an advanced filter option.
Through creativity and shared user and business goals, I landed on the idea of adding a feature that resets your Netflix Recommendations. This additional feature would give the users options for Netflix to show content that fits their viewing mood and an additional feature to adjust the filters for the content as well.
The concept drives the idea of spending less time searching through the content library and restarting the algorithm to better fit your preferences at the moment.
IDEATION
Low-Mid Fidelity Wireframes
I began with hand sketches following the user flows. Then proceeded to two variations of mid-fidelity wireframes after one round of user testing. The user follows an initial on-boarding content selection process to gauge interest, then shows a personalized viewing content selection based on the onboard.
USER TESTING & DESIGN CHANGES
Quick test on the new feature.
The second round of user testing fixed issues on information architecture, syntax, and labeling errors, as well as UI improvements to the usability of the advanced filters and design of the Your Picks page.
FINAL SCREENS
Netflix: Customized Content Discovery
The new Netflix feature takes you through an onboarding process to better understand your current viewing mood.
The "Your Picks" tab acts as a second content library showing only content you have trained for this session, edit filters to change adjust the picks.
Pop open the advanced filter tab or select "edit filters" for a separate "search" or showing of content. Add or Remove filters to better pinpoint what you are looking for.
IDEATION
Visual Design
REFLECTION
Conclusion
After completing the prototype, I contacted those in the user interviews to conduct one last user test on the feature. Users were delighted with the filtering function and even complimented its efficiency.
However, users also felt it was tedious and clunky at times and would opt out of the process. If I had more time to continue revising and testing the feature, I would conduct more testing and iterate it based on these comments to meet user needs and improve the overall experience.
Success metrics for the new Netflix feature would be evaluated in:
User Retention in Netflix Subscriptions
Shorter Content Search to Selection Time
User Growth and Retention of the new Feature
Always Improving
The research revealed clear opportunities for continuously enhancing Netflix’s interface.
Balance
Highlighted the importance of user and business goals (content vs attention limit when selecting choosing.
Competition
Analyzing competitors showed that Netflix may benefit from adopting features on other platforms.
Testing
Iterative testing and refinement based on user interviews and a/b tests allowed for better tailored solutions.
Next Project
SOUTH WHIDBEY TILTH WEBSITE REDESIGN
COMMUNITY
WEBSITE
UX DESIGN
Web redesign for South Whidbey Tilth improving community engagement. Simplified navigation, enhanced accessibility, and highlighted sustainability efforts.
