Optimise titles rather than just "Play Something"
INTRODUCTION
Netflix+ is a personal project that I worked on for Academy Xi. It is the redesign of Netflix with new features such as multi-profile selection to generate titles that fit with everyone's taste.
ROLE
PLATFORM
DATE
Problem
In today’s world, there are so many streaming services available and the titles they provide on their platforms are limitless. We get the luxury to choose whatever we want to watch.
However, things get complicated when it involves with another individual as everyone has their own preferences.
The first assumption that I have is:
Viewers are wasting their valuable time to pick the desired title that fits with everyone's interest.
How might we choose the perfect title so the time of making choices can be reduced? ⏰
Research
In order to prove my assumption, the first step was research. I conducted 6 one-on-one interviews and received 45 responses from my survey questions.
Competitor Analysis
Next step is to look at the competitors in the market. I've found 3 direct competitors and 1 indirect competitor: JustWatch, Lazyday, Netflix Roulette (Reelgood) and Tripadvisor.
Affinity Mapping
After gathering all the data from my research, I started putting an affinity map together and sorted relevant responses into groups.
From the data I've collected, there were 3 main key findings.
Refining the problem
The key findings allowed us to refine the actual problem that we should be focusing on.
Couples are wasting valuable time to select high quality title on Netflix that fits with their interests
How might we help couples to make better decisions on selecting high quality titles that they are both interested in? 💡
Design Principles
I made sure to follow the 6 design principles that I put together from the research insights.
User persona
In order to visualise our target audience clearly, I came up with the following persona.
MVP
Following with the MVP (minimum viable product) where I know what features to prioritise when it comes to design later on in the process.
User flows
Next part I organised all the features and put them into user flows.
Early design
Once I had all the research and ideas ready, I could finally start to work on the wireframe.
Since the majority of the feedback came from couples who watch Netflix on TV, the product that I will be designing is an enhanced version of Netflix for TV users.
User testing
After prototyping the wireframes, I were able to find some users to test and validate my design.
There were a couple of feedback and key insights from the testing sessions. Below are some of the most important feedbacks:
However, I noticed one major flaw for this prototype after the user testing.
By using a mouse to test the prototype, it felt unnatural to users as it cannot replicate the same user experience as a remote control.
In order to combat these issues, this is what I did for the iteration.
Iterate
User flow update
There was a slight update on the user flow, by moving the filter option within the categories.
Platform change
Due to all sorts of limitations, I decided to change the product from TV app to web app, however the overall design remained the same.
Final design
This is what it became after the final iteration.
Learnings
Interview insights
The best way to gain insights for this project was interviews, where I was able to receive valuable information that I couldn't have thought of.
Importance of MVP
MVP helps us to prioritise features, which could be very helpful when you have limited resources or time.
Expectations
Navigating the TV app prototype with a mouse was the worst idea as the behaviour is way too different from a remote control.
Target audience
Having a focused target audience (couples and Netflix users), it helped to understand what they want though it might not apply to other groups.
Future
More features
Continue designing the other features that were mentioned in the MVP.
More testing
Recruit more users for testing in order to solidify the validation of the product even more.
Optimisation
Keep optimising all the current features as they are all in the early stage, there might be better solutions to what we currently have.