PROJECT OVERVIEW
PROBLEM STATEMENT
Netflix is an online media streaming service that streams in over 30 languages in 190 countries.
Although Netflix is a leading service provider in this area, the company needs to keep up with the competition to ensure user retention and new user acquisition.
MY ROLE
User Research | Data Synthesis | UI Design | Prototyping | Usability Testing
PROJECT TYPE AND TIMELINE
User Research and Interface Design- Remote
Length:14 Weeks
CHALLENGE
Evaluating Netflix mobile app to discover the gaps in user experience by conducting research and proposing an enhanced platform for Netflix watchers and streamers with the insights gained.
TOOLS USED
METHODOLOGY
Mid-Fi Prototype
Hi-Fi Prototype
Interview Guide
User Interview
Desk Research
Heuristic Evaluation
Competitive Analysis
SWOT Analysis
Affinity Mapping
Persona
Journey Map
HMW Statement
User Flow
Paper Sketches
Wireframes
Visual Design
Usability Test Guide
Usability Test
UNDERSTAND
SECONDARY RESEARCH
WHAT DID I DO?
I initiated my process by conducting secondary research to discover the present shortcomings in the Netflix App that might be improved to increase user experience, thereby achieving Netflix's aim of becoming the world's largest online entertainment provider.
WHAT METHODS DID I USE?
I identified two main competitors of Netflix which were DisneyPlus and Amazon's PrimeVideo. I used the following methods to uncover product gaps.
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Heuristic Evaluation
SWOT Analysis
Competitor Analysis
INSIGHTS
WHAT DID I UNCOVER?
I worked with the team to assess our separate findings to finalize the problem we intended to investigate further and chose search functionality and account management.
ACCOUNT MANAGEMENT
Weakness: Users are unable to access these features from a mobile app and can only do so through a browser.
Opportunity: Enable the user the flexibility to manage their account from the app.
SEARCH FUNCTIONALITY
Weakness: Current search feature is not the most efficient, with the user experiencing increased cognitive load while finding something to watch.
Opportunity: Enable the user to search for content more efficiently and increase watch time.
EMPATHISE
PRIMARY RESEARCH
WHO DID I INTERVIEW?
To assist us throughout the user interviews, we created a discussion guide. To test our assumption, I performed 10 moderated interviews in a virtual setting based on the questionnaire posed in the guide.
Users recruited for the sessions were screened using a screener to ensure that I acquire an accurate data set from the desired user population.
WHAT WAS THE EXPECTED OUTCOME?
By conducting interviews with users, I would uncover gaps and gain insights into users' pain points and high points while using Netflix App. The data helped me achieve information about users' needs and desires, and I moved ahead along with my team to develop a solution that would meet user goals and needs.
DEFINE
RESEARCH DATA SYNTHESIS
HOW DID I ANALYZE THE DATA?
I utilized the affinity mapping method after performing the interviews. I divided the data into three categories: pain points, behaviours, and motivations. Following that, I and my team members used a silent sort to group together similar data and labelled the themes.
Some of the users said..
"It is endless scrolling on the home page, but sometimes I can't find relevant content."
"It becomes difficult to manage my account while I am travelling"
THEMES
PERSONALIZED EXPERIENCE
Theme refers to the overall individual experience of the user with the app, taking into consideration user satisfaction with Netflix recommendations, degree of user autonomy when sharing the account and ability to navigate the entire application.
ACCESSIBILITY
Theme was identified to club observations on the user's ability to access the account management features and measure its consistency across multiple platforms to provide flexibility.
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ORGANIZATION
Theme refers to the systems preferred by the user to sift through content and select something to watch. It considers the degree to which users can easily digest the information that influences their viewing choices
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TIME MANAGEMENT
Most users would try to regularly accommodate Netflix into their busy schedules as a leisurely activity to unwind and relax. Hence, we identified this theme to track how the app-enabled users meet their goal of watching content quickly and efficiently.
PERSONA
WHO AM I DESIGNING FOR?
After understanding Netflix's current user experience I developed a persona that was directly influenced by the information I obtained from my user research to develop a stronger sense of empathy for my users and inform my design choices,
JOURNEY MAP
IDENTIFYING OPPORTUNITIES
I made a representation of a whole end-to-end process that John generally goes through in to accomplish his objective which helped me to further increase empathy.
HOW MIGHT WE?
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How might we design a more efficient search function that helps John in finding relevant content in a more time effective manner?
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How might we help John in providing easier access to account management features through the app so that he doesn't require extra devices?
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How might we help in categorizing content to help John decrease the time spent searching and increase his watch time?
IDEATE
TASK FLOW
HOW DID I INTEGRATE THE NEW FEATURES?
Using the sitemap, research findings and developed persona, I was then able to chart a task flow. The task flows included the path the user would take to enter and exit the flow for updating account information and filtering content.
ACCOUNT MANAGEMENT FLOW
FILTERING CONTENT FLOW
LOW FIDELITY WIREFRAMES
PAPER AND DIGITAL SKETCHING
After working on the need statements of persona John, our team started on low fidelity paper/ digital sketches. Each one of us ideated and sketched the flows and collaborated as a group to decide which flows/ designs would enhance John's journey on Netflix.
Challenge: Since Netflix is a very popular app with millions of users, it was very critical that the features and designs we sketched were familiar to the users and would not increase cognitive load which would defeat the purpose of this solution.
ACCOUNT MANAGEMENT
Manage Account
Updated Screen
Updated Screen
Change Password
Manage Account
FILTERING CONTENT
Home Screen
Search Screen
Updated Result
Filter Screen
Updated Results
TEST
USABILITY TESTING
HOW DID I EVALUATE THE SOLUTION?
Once the prototypes were finalized and internally tested it was time to test it with real users to evaluate the effectiveness of the solution and also outline any issues pertaining to it. I created a test plan which documented details such as a screener, script, test scenarios and consent form.
OVERVIEW
Number of participants: Ten
Participant Criteria: Frequent streaming services users
Research Tools: Zoom, Screen Recorder, Figma
TEST OBJECTIVES
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User is able to search based on genre/language/mood.
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User is able to search based on actor.
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User is able to revisit search history.
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User is able to manage account via App.
INSIGHTS
SCREEN REVISION
KEY LEARNINGS
WHAT DID I LEARN FROM THIS PROJECT?
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Finding nudges in an existing product with millions of consumers worldwide can be difficult.
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For a seamless user experience, it is essential that the site is easy to navigate and that users can complete tasks with ease in less time.
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Using a mobile device for usability testing instead of a laptop limited the use of gestures that the user might have used for a mobile application.
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Working well with a group necessitates effective communication and coordination in order to achieve desired product outputs on time.
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When adding functionality to an existing platform, our creativity is constrained because the UI patterns have been established, and we must design around this.
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Usability testing was critical in our decision-making process because it established what works and what does not for the users.