Netflix Case Study
Mobile App Prototype
Role: UX Researcher and UX Designer
Company: Netflix UI/UX Design Boot Camp
Timeline: ~8 weeks (2021)
Tools: Figma, InVision, Miro, Google Sheets
PROBLEM
Netflix was designed to enable young adults to watch content on-demand. We have observed that our product isn’t giving young adults the ability to save, find, and organize videos, which is causing them to not save any videos to watch later.
THE SOLUTION
We’re developing a feature within the Netflix app to help people of all ages who are binge-watchers be able to create playlists to organize videos and shows to watch later.
1. USER RESEARCH
PROTO-PERSONA
To kick off the user research, I began by creating a proto-persona with my assumptions about the users. This step was crucial to begin understanding what the users' goals could potentially be.
USER RESEARCH PLAN
I wanted to learn about the process that users take when choosing a video to watch, and what factors are responsible for keeping them invested when consuming video content. In order to do this, I conducted 3 interviews with different participants. It allowed me to quickly gather information from a sample of my target audience to understand what their needs within the Netflix app are.
INTERVIEW QUESTIONS AND FINDINGS
One important finding that came up during the interviews was that users were having a hard time searching through previously saved videos, as there was no way of organizing them.
INTERVIEW RECORDINGS AND TRANSCRIPTS
To focus on the input of the interviewees, I recorded the interviews and then created interview transcripts to be able to reference my notes more easily.
USER NEEDS MIND MAP
After conducting interviews and transcribing them, I created a mind map to help visually organize interview findings.
2. DEFINITION
USER PERSONA
After gathering interview findings and compiling notes, I developed the proto-persona into a user persona.
VALUE PROPOSITION
Netflix is developing a streaming service to help people of all ages to solve watching quality movies and shows on-demand. We’re better because our content can be viewed at any time and can be downloaded. We’re believable because we offer video content with no ads.
PROBLEM STATEMENT
Netflix was designed to enable young adults to watch content on-demand. We have observed that our product isn’t giving young adults the ability to save, find, and organize videos, which is causing them to not save any videos to watch later. How might we improve Netflix so that our customers are successful based on increasing the number of returning visits and shared videos?
3. RESEARCH SYNTHESIS & IDEATION
AFFINITY DIAGRAM
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USER INSIGHT DOCUMENTATION
POV Statement
Laura Smith needs a feature that allows them to save and organize movies and shows because of them not being able to find their previously saved videos.
User Insight Statement
During the interviews conducted, we discovered that people were struggling to organize, find, and search through previously saved videos.
Therefore, we believe that people need to organize their saved shows and movies and that we might be able to help if we incorporate customizable features that enable saved shows and movies to be organized.
We might do this by creating a customizable playlist feature that allows videos to be easily and quickly searched through. Doing this will allow our product to increase the number of returning users and videos watched.
IDEATION DOCUMENTATION & FINAL IDEA SELECTION
Final Idea Selection
My final idea involves a combination of both categories: Saving and Organizing Saved Content. We might do this by creating a customizable playlist feature containing saved shows and movies that would allow these to be organized and sorted however the user prefers. This feature is also going to allow for previously saved videos to be quickly and easily searched through.
4. UX STORYTELLING
USER SCENARIO
STORYBOARD
Creating a storyboard allowed me to understand the journey and emotions that the user would experience when using the app. As a result, I was able to understand what priorities the user would have when using the app .
USERFLOW
5. PROTOTYPING
CLICKABLE PAPER PROTOTYPE
I began the design phase by drafting sketches of the screens and creating a clickable paper prototype using InVision.
USABILITY TESTING PLAN AND ANALYSIS
I conducted usability tests to observe if the newly implemented playlist feature was intuitive to users. I created a user testing plan and gathered the results into a usability testing analysis.
CLICKABLE DIGITAL PROTOTYPE
5. NEXT STEPS
By completing user research early on in the process of design thinking, I was able to integrate a feature that presented itself as a prominent user need during the interviews. Possible areas of improvement would be to complete additional rounds of user testing to confirm if the iterations of prototypes have improved the process of creating playlists.
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