Netflix: UX Case Study
Netflix is an incredible streaming media and in fact a go-to platform to watch Movies and Tv-series.The company is best known for its best quality content.
Introduction
Main Goal
To identify the pain points and to improve the user experience.
Country
India
Team
Nandana Nair
Sristi Shetty
Scope
Mobile App
Tools
Like everyone knows, Netflix has a flawless user interface; the challenge was to pinpoint the problem and provide a solution. We focused on having a thorough understanding of users to enhance the experience and empower users to go on a quest to learn something new.
01 / Empathize - Exploring the User's Needs
User Survey
We asked the users how they feel when the already watched content pops up in their recommendations. Then we asked them if they would like a separate section for that content.
Surprisingly, 34 out of 39 testers felt frustrated and almost everyone wanted a separate section for the same.
For more insights of this user survey, click here.
Comparing various media streaming apps the
insights we got are as follows:
We can conclude that along with Netflix, users prefer Amazon Prime Video and YouTube more than other streaming media.
However people find the Netflix recommendations less helpful as the TV shows/Movies that they have already watched keep popping up on their recommendations which is frustrating.
02 / Define - Identifying user needs and issues
We summarised the most frequent reviews and responses that we came across while scrolling through the review section of Netflix.
Users usually say :
“It would be great if we could mark something as seen”
03 / Ideate - Designing the outline
We articulated a scenario, to understand the problem in a better way.
We can possibly solve the problem in the following way:
Till now we have tried to understand the problem and now we’ll ideate it into solutions. We have defined 2 possible solutions which will help us to build the prototypes.
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To give a separate section for the watched content.
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To grey out the watched content in the recommendations.
After organising the insights from the above phase, we began to sketch a basic user flow of the concept.
04 / Prototype - Let's put the design together
Keeping the above possible solutions in mind, we turned our Lo-fi design into a High-Fidelity prototype
Being an active Netflix user, we really enjoyed working on this project. As everyone knows, Netflix has a nearly perfect user interface, the challenge was to find the problem and provide a solution for the same.We focused on having a deep understanding of users to enhance the experience and enable users to go on a quest to learn something new.
This was a demanding and time-consuming but very insightful journey. We gained plenty of knowledge throughout the whole process. We believe there is still a lot of room for improvement and many things to learn.