Netflix Redesign
This is a student project.
Duration: 5 weeks
Through this project, I wanted to understand the user psychology and needs and how Netflix has responded to that and how to improve their user experience.
About Netflix
Netflix is the world's leading internet entertainment service with 158 million paid memberships in over 190 countries. The company's primary business is its subscription-based streaming service which offers online streaming of a library of films and television series, including those produced in-house. Netflix released an estimated 126 original series and films in 2016, more than any other network or cable channel. Subscription plans range from Rs 199 to Rs 799. Netflix can be used on multiple devices like phone, laptop, tablet, and tv.
My objectives
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To make the user experience more enriching
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To make the selection of show/movie easier
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To get more satisfied consumers.
Competitor's Study
Brands
Monthly price
content
profiles
pip screen
IMDB rating
Movie recommendation
Amazon Prime
Rs 129
Movies, series, documentaries, cartoons
yes
yes
yes
no
Disney +Hot star
Rs 299
Movies, series, documentaries, news, cartoons
no
no
no
yes
Netflix
Rs 199
Movies, series, documentaries, anime, Korean drama, cartoons
yes
no
no
no
Persona
Bio
She is a student pursuing a bachelor's in English. She loves to watch movies or series when she is free.
Age: 19 years
Gender: female
Frustration
cannot decide which shows/ Movie to watch
Feels confused because of many options
Needs
recommendations
reviews
Motivations
wants to feel entertained
want to feel relaxed by taking a break from studies
Activities
watches youtube vlogs
uses Instagram frequently
Understanding the problems
After interviewing 10 people, 9 of them said they are usually indecisive about what they want to watch. Over choice or choice overload is a cognitive impairment in which people have a difficult time making a decision when faced with many options. Named after British and American psychologists William Edmund Hick and Ray Hyman, the Hick–Hyman law describes the time it takes for a person to decide as a result of the possible choices they have. It states that increasing the number of choices will logarithmically increase the decision time. For example, research shows that when looking for an option in an alphabetical menu, people will take longer to select a particular command if the list is long.
According to the book The Paradox of Choice, Barry Schwartz, these are a few of the steps which can be used to overcome the paradox of choice
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Figure out your goal
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Frame the options
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Evaluate the options
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Pick the winning option
A survey was conducted with 44 participants. They selected the following factors that were important to them while selecting a show.
Opportunities
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Help users to choose a series/ movie easily
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Make show selection process more engaging and fun
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Highlight the attributes of a series / Movie
low fidelity prototypes
Final prototypes
Videos make a stronger impression. one can understand the vibe and feel of the Show/ Movie through videos. Trailer running on the background will help a person decide whether they like it or not while also browsing for other series/movies.
Millennials are the majority of consumers of Netflix. They love to play games and enjoy interactive experiences. Finding a series/ movie through a game will be a fun experience for the users. Swipe n chill is like a dating game where you can select the genres or plot you like by swiping right. Cards with many different attributes will show up. based on the users's initial response, many series/ movie recommendations will show up. This game will also help Netflix in understanding the user preference more effectively especially in terms of genres, storylines, cast, etc. Understanding user behavior and effectively predicting their wants and needs will help netflix create a better experience.
My learnings
To understand and figure out problems I conducted a survey and read Netflix reviews on the app store and google store, I couldn't find any major problems. So I focused on making the user experience better, interactive, and easier. Netflix has an amazing algorithm that suggests the shows/ movies you might like but everything in life is dynamic. People's preference is influenced by experience and many other external factors. The best way to deliver to an indecisive user is to pick up on hints of what they like and dislike.
