Improving the browsing experience on the Netflix mobile Application
Netflix’s primary business is its subscription-based streaming service which offers online streaming of a library of films and television programs, including those produced in-house. The vast collection of content, the intuitive UI, and flexible subscription models have made Netflix a sought-after video provider in not only the US but across the globe. It was among the first online video streaming services and has an ever-expanding quantum of originals and licensed collection.
With the increase in the number of streaming services entering the market, Netflix wants to stay ahead of the game. A new study reveals that Netflix users spend 17.8 minutes browsing for what to watch on Netflix. A lot of surveys have revealed that users find a hard time choosing videos to watch.
To help improve the browsing experience of the daily user, Netflix seeks to introduce features that can help assist the user search for content faster and produce a more satisfactory search result.
NOTE: This is a fictional project and not officially associated with Netflix
GOALS AND OBJECTIVES
Design features such that embed within the current Netflix platform for an iPhone. Make sure it embeds well and smoothly with the rest of the app.
Design features within the application will assist the user make a quick and informed decision about selecting the show to watch.
Explore features like ‘advanced filters’, in-built reviews/ratings, and others that assist the user in narrowing the search options.
Design additional features that might arise through user interviews and incorporate them within the app.
ROLE UX Research, UX/UI Design
TOOLS Figma | Miro
TIMELINE 4 Weeks
How might we make the overall browsing experience of a Netflix user more efficient and satisfactory?
Based on the analysis from the secondary research:
"The average user takes more time to search for content to view with not a very satisfactory result. He/she is looking for features that will make the browsing experience more efficient with a more acceptable result."
The user interviews concluded that 60% of users spent a lot of time searching for content to view and end up being frustrated through this process.
A few interesting takeaways:
The user wanted the ability to filter out content using multiple parameters and search results that are closer to viewers interests.
The user wanted these features to be optional, which they could use only when unsure of what to view.
The user wants to have control over which search input can be blocked/allowed to influence future Netflix recommendations.
Users with limited time in hand had a higher desire to use these features. The younger users did not mind spending more time to explore.
INSIGHTS FOR INNOVATION
After conducting user interviews, contextual inquiry and analyzing the gathered data, four common insights emerged.
Based on the secondary and primary research findings, the results were used to create a persona to better understand and empathize with our users.
Sarah - represents a certain portion of Netflix's user base who is extremely busy juggling between her work and family responsibilities, but sees watching films and shows as a way to unwind, relax, and learn.
USER JOURNEY MAP
A sitemap was created to show the relationship between the content on the app. Using the product Roadmap as the reference I started visualizing the content, its hierarchy, and its placement.
USER AND TASK FLOWS
Created User Flows helped visualize how Sarah, and eventually the target user audience, might interact with the application to complete various tasks based on different scenarios.
At this point in the design process, I began creating low-fidelity to mid-fidelity wireframes for the additional screens to be incorporated into the existing Netflix app - primarily 'additional filters' and a 'Help Me decide' feature.
Once the wireframes were created it was then time to create the UI kit for the Netflix mobile application. Keeping the existing Netflix UI elements as the base, I created a few new elements that would blend well into the design systems fo the existing app.
HIGH-FIDELITY WIREFRAMES AND PROTOTYPES
After creating high - fidelity wireframes, I create a prototype in Figma for the user to accomplish a defined task.
Scenario: Sarah has an evening free for herself. She has to drop her kids to a birthday party and John has a few meetings scheduled with global teams. Juggling between work, home, and kids, Sarah rarely gets some time for herself. She decided to spend 2 hours watching a movie and unwind. She wants to watch a comedy movie that is relatively new. She is not very satisfied with the search results, hence uses the 'help me decide' feature.
Features to make the browsing experience of a Netflix user more efficient and satisfactory
Help Me Decide
Once the interactive prototype was designed, we conducted usability testing to study how people respond and interact with the design.
Individual data points gathered were categorized as seen in the image. Based on the insights gathered from the affinity map, the highest priority revisions were incorporated in the prototype attached above.