Reimagining Netflix User Interface
Overview
Netflix is a subscription based streaming platform that hosts millions of TV shows, movies, documentaries for users all over the world. This case study is about me researching on existing challenges faced by users and my attempts to work on these user problems, leading to a Netflix redesign.
Project Timeline
Tools I used
August 2021 - September 2021
Figma, Sticky Notes, Invision
Background
Although Netflix is one of the leading online video streaming services, users still face ‘roadblocks’ while trying to engage with the product. I love using Netflix, and the user experience is great, but I wanted to take up the challenge to work on these ‘roadblocks’ and make the experience better.
Design Challenge at a glance
“ To understand existing challenges faced by users while using Netflix and craft design solutions to make the experience faster, easier and simply better... ”
The Solution
After conducting user research and discovering existing pain points, I redesigned the current user interface of Netflix.
“My ultimate goal for this challenge was to go through the process of solving a problem and understand how to increase user engagement by introducing new design solutions. “
DISCOVER - THE JOURNEY STARTS HERE
Understanding users through user research
To know how users feel about using Netflix, their surfing and watching experience, frustrations, the rationale behind choosing tv shows/movies, I conducted user research using two primary research methodologies - surveys and interviews. For a broader perspective, I took to Google Play Store to check out the latest reviews given by users.
Primary Research- Survey and Interviews
The user survey began with a few warm-up questions followed by comprehensive ones.
Additionally, I conducted interviews with users on Google Meet asking them questions about their experience with the current interface. I touched upon some of the questions from the user survey as well. Through both primary research methods, I specifically wanted to understand -
Secondary Research
I took to Google Play to analyze the critical reviews and ratings given by Netflix users. Here are some of the user reviews:
DEFINING PAIN POINTS FROM USER RESEARCH
Pain Point #1
‘My List’ is cumbersome and rarely used
The majority of the users do not use My List. They do add movies/tv-shows only to end up completely forgetting about it. Some of them do not find it as useful as expected. The entire experience of using My List is cumbersome and tedious for users.
Pain Point #2
Finding content is time consuming and frustrating
It takes an average of 20-30 minutes for users to look for content on Netflix. Even after browsing for a long time, most users end up shifting from Netflix to another streaming platform. Some users feel that the recommendations on Netflix do not help them in deciding a movie/tv show to watch.
IDEATING USING HMW'S AND WIREFRAMES
Design Opportunity 1
“How might we increase the retention time of users on My List and make the overall experience better for them..?”
Wireframing the Solution
Design Opportunity 2
“How might we decrease the surfing time for users on Netflix and escalate their decision making process..?
Wireframing the Solution
FINAL SCREENS
Solution 1
“How might we increase the retention time of users on My List and make the overall experience better for them..?”
I focused on making MY LIST more personal. When users have free will to arrange movies in 'My List' and create playlists with a name of their choice, they will want to keep coming back here. It is their personal space and they can decorate it however they want. Arranging items in playlists also keeps 'My List' clean and leads to less confusion. Users don't have to keep scrolling or hunting for stuff they want to watch at that very moment. The new 'My List' design also allows users to delete multiple items at the same time.
Solution 2
“How might we decrease the surfing time for users on Netflix and escalate their decision-making process..?
I have added keywords according to users' watch history. The most frequently watched genres are displayed as keywords first, so users can just select their favorite genres without searching or scrolling. They can also be more specific when it comes to genre selection. For example, space-related movies that are animated. Users can also pin My list items on their home page, so it stays in their line of sight and users are aware of movies waiting in their list.
