Adding a feature to Enhance user control and recommendations
ROLE
UX Designer
DURATION
Jan-Mar 2024
TOOL
Figma
TEAM
Justin Luu
RESPONSIBILITIES
User Research (Competitive Analysis, Interviews, Data Analysis)
UX Design (Ideation, Prototyping, Usability Testing)
Visual Design (UI Design)
Final Screens
Project Overview
Summary
Netflix: Adding a feature to customize content recommendations
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.
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.
Problem
Background
How might we give users faster and more control over their content discovery on Netflix?
With Netflix's ever-growing content library selections, platform subscribers often fall into choice paralysis; being unable to make a selection due to an overwhelming number of titles and a limited filtering system.
Through this project, I aimed to create a solution that simplifies content discovery making Netflix more enjoyable and user-friendly for all viewers.
User Frustrations
Constraints
User Overload, a new feature must keep with or improve Netflix's streamlined process , ease of use.
Research
Competitive Analysis
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.
Such 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.
User Interviews
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.
Key Takeaways
Content Overload
Bad Recommendation
Ideation
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
Design Solution
Design Idea
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.
User Flow
Prototype
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.
User Testing
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 Designs
Final Screens
Personalize "Your Picks" with refined content recommendation based on your preferences
The new Netflix feature takes you through an onboarding process to better understand your current viewing mood.
Your Picks are then shown in a content library separate to Netflix suggestions.
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.
Revise your content library with the Advanced Filters.
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.
Visual Design
Retrospective
Success Metrics
-User Retention in Netflix Subscriptions
-Shorter Content Search to Selection Time
-User Growth and Retention in the Feature
Final User Testing
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.
Project Takeaways
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.
