Netflix

Adding a Feature

Adding two features to the Netflix app, that research shows is in high demand. This would ultimately fix some quality of life issues for the streaming giant.

PROJECT TYPE

RESPONSIBILITIES

User Research

Wireframing

Prototyping

Usability Testing

Student Project

DURATION

TOOLS

80 Hours

April 2024

Figma

Overview

Netflix is probably the most well-known App/Website for watching movies and television shows. It was established on August 29th, 1997. In it's beginning Netflix was like a digital blockbuster that allowed it's subscribers to pick and ship DVDs directly to their homes. As time went on it, technology and internet speeds allowed streaming to become the dominant form of viewing. Netflix adapted to the changing times. Now, exclusively a streaming site, Netflix creates original content as well as releasing content from other studios through licensing agreements. Although Netflix has a lot of content and features, the app lacks in ease of usability.

The Problem

Netflix has a plethora of features available to it's subscribers, but these abilities are often hard to find, or requires it's audience to search on google or go to it's website to figure out how to access these features. Some features that are on the app are difficult to find, and in some respects, Netflix, seems to have traded usability for aesthetic simplicity. I believe that by adding a few new features to the app it would not only enhance the user experience, but that this could be achieved without sacrificing Netflix's aesthetics.

The Solution

Through my research, and interviews I decided on two key features that I would like to implement.

User history- A complete user history is accessible with Netflix, but it is difficult to find and a user must have access to the website. Making this feature something easy to access would make a world of difference for someone trying to recall a movie or show they had previously enjoyed.

A-Z- Seeing a full list of everything available to watch is a great way to discover something new to watch. Although these lists are available online, a subscriber shouldn't have to look any further than the app in front of them.

Research

Background

Through my own personal usage, and internet sleuthing, I discovered that Netflix has hidden features that can only be accessed by jumping onto the actual website (not on the app). Other features can be so difficult to find, that a user might need to do a google search to figure out what to do. This can be frustrating, and tends to ruin the user experience.

Methodologies

Evaluate the user's needs and wants when it comes to search abilities and user history.

  • Identify any and all pain points the user feels when it comes to these two ideas.

  • Discover any other streaming platforms that the user subscribes to and how they feel about how they handle these ideas.

  • Investigate what they thing these sites do well, and where they could improve when it comes to search abilities.

  • How do they handle user history.

Competitive Analysis

Competitive analysis is used to show the strengths, and weaknesses in different websites, or apps, and to take that information in account so that we might improve upon these designs to enhance our product. The following sites were chosen because they are well known competitors that have proven popularity and have a well-structured design.

Amazon Prime Video

Amazon is very similar to Netflix in that it has both original content as well as content created by other studios. The streaming service is fairly difficult to use. It suffers from quite a few UX/ Ul issues. It is often difficult to tell what is available with your subscription, as opposed to titles they have for rent or purchase. There is a poor attempt at sorting items in any kind of logical way. All and all Prime is a good example of how NOT to do it.

Peacock

NBC's streaming service, Peacock, has a easy to understand interface and everything feels and acts how it is supposed to. It is very similar to Netflix's setup, and it has the same lack of customization and features that could enhance browsing options. It is possible to view everything Peacock has available, but not directly through the app. Visiting the website to view it's catalog seems to be unnecessary and inconvenient. There is also no option to view a list of a users watch history in full.

Disney +

Disney + Steps it up in comparison to the services listed above. It has a very easy to navigate interface that blends simplicity and convenience. All of the titles are organized under corresponding category banners (Marvel, National Geographic, Star Wars, etc.). This aspect relieves the service from looking cluttered and overwhelming. If a user is unsure what category their title goes under, or they want to browse Disney's collection, they can easily find an A-Z section in the search area. A true watch history section is the only area that seems to be missing. Disney + is by far the most user friendly streaming service I found.

User Interviews

These series of interviews are being conducted to determine the needs and wants of Subscribers that use the streaming service, Netflix.

Some, but not all, of the key interview questions went as follows:

  • What are your overall feelings about Netflix?

  • What do you think the company does right when it comes to it's app?

  • Where does the streaming service fall short of your expectations when it comes to it's interface?

  • What other, if any, streaming services do you subscribe to, or use?

  • What do you like and dislike about these services? Is there a streaming service you enjoy more than Netflix? If so, why?

  • Are there any features that these sites have that you wish Netflix had?

  • Are there any features or options that none of these have, that you think could enhance your user experience?

Research Results

The following are the commonalities and pain points that were revealed during my conversations.

A-Z List- Every participant I interviewed was in agreement when it came to an A-Z list for Netflix.

Although some said they would only use it occasionally, other's were far more enthusiastic.

Watch History- A watch history feature, much like to the A-Z list, was universally agreed upon by my interviewees, as being a feature they would like to see added to the Netflix app. About half of my participants said that they have actively tried to locate this list and would use it frequently.

Personas

I created a persona that reflected the pain points, and motivations that presented themselves during my research

The first persona I created focuses on the “watch history” feature, from the perspective of a concerned parent.

I created a second persona for the “A-Z” feature. I wanted to show a perspective of someone that would benefit from better search options.

With my interviews under my belt, and competitive analysis completed, I felt comfortable enough to start mapping out the next part of my plan

SiteMap

Design Process

Components

I collected components and assets from several different sources within the Figma community to build upon, and even found a decent attempt at a Netflix clone.

I started my low-fidelity wireframes with sketches. This helped me visualize the next steps in a loose fun fashion.

A-Z Feature

High-Fidelity

Watch History

Wireframes

Due to the fact that I was dealing with an established brand the rules are a little different. There are constraints on what you are allowed to change, and while I thought this would be a hindrance, I quickly learned that creativity can thrive anywhere. I found this project to be very rewarding.

During this stage of the project I was creating various components and update the gathered components (as they were slightly out of date). I found several solutions when it comes to the placement of the “A-Z feature”, place it in two areas that connect with each other.

When tackling the “Watch History” feature I decided the best tactic would be to use the actual app on my phone. I pretended like the feature existed already and let my intuition guide me. I found myself natural drawn to two areas, and decided that both these spots were ideal candidates.

Final Prototype

My completed features were feeling pretty good. Everything felt I added felt natural and intuitive. This led me to wonder why no one has already added these features.

Usability Testing

With the prototyping complete, and I, feeling confident, knew it was time to stir the pot, and try out some usability testing on some volunteers.

I conducted my usability tests in person which allowed me to not only ask questions, but observe body language and facial expressions more accurately. I took notes and asked follow-up questions. At the end I asked if they would be available at a future date if needed.

Iterations

While everything went pretty well, there were minor struggles in locating the “Watch History” feature here and there. I am not sure they warrant and iterations, but it is hard to tell with such a small testing pool.

Feature locations- It couldn’t hurt to play around with the location. Perhaps there is a better solution that could be discovered.