Adding a Feature to Netflix!
Overview
Netflix is a subscription-based streaming service that offers a vast library of movies, TV shows, documentaries, and original content. Users can access this extensive catalog on various devices, including smart TVs, computers, and mobile devices, by paying a monthly fee. Known for its user-friendly interface and personalized recommendations, Netflix has become a leading platform in the global entertainment industry.
As a Product Researcher, my main focus was to implement sharable screens to Netflix’s platform.
According to research findings, this enhancement promises to enrich user experiences through engaging interactions among users. Positioned as a cornerstone, it aims to support user retention and interest by facilitating meaningful connections with loved ones from afar, thereby offering a distinct and competitive advantage in the streaming industry.
Design Challenge Brief
When working in-house, you are likely going to be working on adding onto an existing product rather than designing a full product end-to-end.
The goal of this project is to add a feature to an existing website or application.
The Problem
Netflix does not have a screen-sharing feature or a simultaneous streaming with other across the world. This can be limiting for virtual users, as it can set back the platform’s ability to connect global users.
Product Goal
Netflix’s primary goal when implementing sharable screens should be to enhance the overall user experience by cultivating interaction between users. This feature would keep users retained and interested but more importantly feeling together, giving them a unique and competitive edge in the streaming market.
Competitive Analysis
Netflix
Strengths
Discovery Research
Brief summary
Based on our interviews, User’s seek a streaming platform with diverse categories and community-building features. They enjoy shows throughout the week and movies on weekends. They tend to rotate subscriptions for variety. Although the motivations, users find it difficult to search for specific shows or movies and the platform crashing.
User Motivations:
Find a streaming platform with diverse categories.
Would love to build a community of like-minded individuals interested in similar shows/movies.
Enjoys watching shows throughout the week and movies on weekends.
Rotates subscriptions to enhance his viewing experience.
Relies heavily on streaming platform algorithms.
Interested in joining groups dedicated to specific shows or movies.
Loves to watch Netflix with friends
Affinity Map
Welcome to Affinity mapping! We were able to successfully interview our 3 candidates. Each interview was 10 minutes and we saw 4 key similarities in Pain Point, Pricing, Binge watching and Watching TV with others.. This are the pillars in the TV streaming industry.
UI Kit
High-Fidelity Wireframes
Here is a flow of Netflix's Watch Party feature, which allows subscribers to synchronize playback and watch movies or series simultaneously with friends and family, regardless of physical distance.
Usability Testing
Usability Test - Results
Netflix Prototype Motivators
Straight forward idea
Community idea is like Reddit but the user does not have to leave the platform
Student hub within Community is a great way to meet others with like-minded interests
Shared screen and chat is visible and easy to access
High Fidelity wireframes - Re-iteration
Final thoughts
Through my experience collaborating with an authentic streaming platform, I've gained invaluable insights. It's been an enriching journey where I've had the opportunity to refine and enhance Netflix by developing practical tools for fostering connectivity. I'm confident that the innovations introduced through this project have the potential to revolutionize the user experience, transforming the way individuals engage with streaming content. Ultimately, this endeavor aims to empower users nationwide, facilitating meaningful connections with others.
Thank you for your attention and consideration!
Timeline
November - December, 2023
MAX
Role
Product Designer
Product Researcher
Amazon Prime Video
Netflix - subscription based model and a large library of original content provide a competitive advantage by fostering customer loyalty and attracting a diverse audience across the world.
Max - The advantage as a business lies in its combination of premium content, including exclusive access to HBO's programming, alongside a diverse range of movies, series, and original productions from various entertainment networks under the WarnerMedia umbrella.
Disney+ - possesses a distinct business advantage through its extensive portfolio of beloved franchises, iconic characters, and family-friendly content, attracting a wide demographic of subscribers.
Amazon Prime Video - A business advantage stems from its diverse ecosystem, leveraging its e-commerce platform, cloud services, and entertainment offerings like Amazon Prime Video, creating a comprehensive and interconnected customer experience.
Weaknesses
Netflix - Can refine their content recommendation algorithm for more of a personalized experience. While Netflix does emphasize original content, they haven’t been cautious of live TV integration.
Max - Lacks the extensive library of iconic franchises and which impacts its ability to attract certain audiences. Additionally, sustaining high-quality original content production while balancing quantity could face challenges for the platform.
Disney+ - Should consider expanding their content library, particularly in terms of original programming. This would maintain long-term subscriber engagement and attract a wider audience.
Amazon Prime Video - could benefit from a more intuitive and user-friendly interface to enhance content discovery and navigation, this would ensure a smoother and more engaging viewing experience for subscribers.
Research plan
Methodologies
User Interviews
Competitive SWOT Analysis
Key questions to ask our Candidates
Are you currently subscribed to any streaming websites?
What's a recent show or movie you watched that you really enjoyed?
How do you usually decide what to watch?
Do you ever find yourself binge-watching?
How often do you watch movies/tv shows with friends or family?
Do you have friends or family that live in different locations?
Disney+
Research Objectives
Determine what goals users have when they sign up.
Understand which category of shows/movies users watch with others.
Understand if users know how to screen-share.
If there was a feature like screen-sharing, would they use it.
Research Goal
We aim to understand how often users would use the screen-share feature in Netflix.
User Interview Candidates
We were fortunate to interview 3 candidates at random. They all expressed pain points and similarities that they all feel with Netflix.
We were able to ask them about 6 questions each and the interviews on average were 10 minutes long. Each interviewee has and surveyor has used a streaming platform. Their age group was 26-40. Their ethnicities and gender were mixed.
User Persona
Key findings about Alex
User Pain Points:
Struggles to connect with people in different locations.
Streaming as a way to keep in touch with distant friends and family.
“Group channel" feature for connecting with new individuals who share similar interests would be great to have.
Chat or interaction feature during viewing
Hates that algorithms can be wrong sometimes.
Plateform crashes randomly.
Charlotte Davis, an engineer from Austin, Texas, pursues innovative AI advancements fueled by her deep passion for technology. Despite the distance from her husband Marcus, a marine biologist in the Pacific, their love remains strong, bonding over Netflix despite the ocean between them. Each shared moment on screen symbolizes the resilience of their love and the ability of technology to bridge their separation across vast distances.
Brilliant Engineer: Charlotte is highly skilled and accomplished in the field of engineering, particularly in artificial intelligence. Her passion for technology drives her to pursue groundbreaking innovations and contribute to advancements in her field.
Resilient in Long-Distance Relationship: Despite the geographical distance between her and her husband Marcus, a marine biologist, Charlotte's love remains unwavering. She finds joy in maintaining their connection through shared activities like screen-sharing on Netflix, demonstrating her resilience and commitment to their relationship.
Passionate Environmentalist: Charlotte is deeply passionate about environmental conservation, inspired in part by Marcus's work as a marine biologist. She actively seeks opportunities to contribute to sustainability efforts and protect the planet for future generations.
Balanced and Driven: Charlotte strives for a healthy work-life balance, prioritizing personal growth and fulfillment alongside her professional ambitions. Despite the challenges she faces, she remains motivated by her love for Marcus, her dedication to her career, and her commitment to making a positive impact on the world.
POV:
Subscribers need personalized content discovery to make sure that their viewing experience aligns with individual preferences
Netflix users need social features to foster a community within Netflix
Netflix users need a feature that easily invites friends to their watch party because its a great way to stay connected with loved one and meeting new friends
Netflix users need a real time interaction feature while screen sharing so they can have a meaningful avenue to communicate while streaming
Wireframing
Low-Fidelity Wireframes
How Might We…
How might we leverage user social features to foster a community within Netflix platform?
How might we develop a feature on Netflix that allows users to easily invite friends and organize virtual watch parties?
How might we incorporate real time interaction into Netflix's shareable screens to facilitate meaningful conversations during group viewing?
Task-flows
Below is an example of Netflix’s key Task-flows. This is a visual representation of how users will Screen-share, Interact and Join Communities.
The research goal is to implement sharable screens to Netflix’s platform to enhance the overall user experience. This feature would help keep users retained and interested but more importantly feeling together, giving them a unique and competitive edge in the streaming market.
Netflix Correction Notes
Interactions go beyond mere chatting by offering engaging activities that enrich the viewing experience.
Will there be a profile page?
How and where would people get the notification to join screen share?
After analyzing user usability data, we concluded that integrating ‘Reactions’ rather than a traditional ‘Chat’ feature would significantly enhance the user experience on Netflix. This approach offers users a streamlined means of expressing themselves quickly and efficiently, particularly beneficial when navigating content on television screens. By adopting this approach, we aim to simplify communication through universally recognized emojis, promoting inclusivity and ease of interaction for all users.
Implementing an invite notification directly within the user's profile represents a prime strategy, ensuring instant visibility and minimizing the risk of overlooking or missing the invitation. This direct notification mechanism within the platform fosters a seamless user experience, enabling prompt responses without the need to navigate away to check email or other external channels. Furthermore, profile-based notifications serve to centralize communication, consolidating interactions and maintaining a cohesive user interface.
Methodologies
Remote testing
Recorded inrterviews
clickable prototype