How can we integrate a feature on the mobile app that will allow viewers to share their suggestions on social?
Client
Netflix
Consumer Entertainment · Concept Sprint
Role
UX Designer
Category
Year
2019
The Opportunity
I saw an opportunity to make streaming discovery more social. While Netflix made it easy to find something to watch, there was no built-in way to discover and share recommendations through the people whose tastes you trust.
As a team of three, we explored that opportunity through NetCliques, a mobile concept that brings social discovery into the existing Netflix experience, allowing members to share recommendations with friends and family who have similar viewing interests.
Process
Research
We screened participants, ran interviews and surveys, and used Instagram as a lightweight research channel to understand how Netflix and social media already overlap in daily habits.
Watch Us Affinity Map !
Through user interviews, we found a correlation with Netflix users that are also active on social media. Users often find new things to watch from word of mouth and what they see on social media.
I am most active on Instagram.
On Instagram, I immediately go to people's stories.
My friends and I share similar interests.
I like receiving recommendations from my friends.
With 67 Participants
Have the Netflix mobile application and uses it
42% Do not use the mobile app
Who don't use the mobile application watch on their laptop or TV
29% Do not have the app downloaded
Enjoy receiving Netflix recommendations from friends via Instagram, Twitter, etc
22% Do not want recommendations
Two archetypes anchored decisions: casual viewers who struggle to pick, and power users who curate and influence.
Indecisive; scrolls through the endless choices on Netflix and usually rewatches shows and movies they are familiar with.
Queuing up shows/movies to watch coming from trusted recommendations to make it easy to pick what to watch next.
The ultimate binge watcher and expert on all of the new and old shows/movies on Netflix.
Creating curated playlist of TV and movie recommendations for friends and family.
MVP
The Minimum Viable Product
The initial user research uncovered an area of opportunity to add a social component to Netflix, including the ability to add comments, and a hashtag integration using Twitter.
However, for the MVP we decided to focus on a recommendation feed, and a new home screen, featuring the Instagram integration.
01
A correlation with Netflix users that are also active on social media
02
Users often find new things to watch from word of mouth and what they see on social media.
Design
Sketching
Based on our user research and obligation to keep within brand guidelines, we sketched ideas to test various recommendation screens that drew from the already existing mobile application interface.
We also pulled from our research to include known design patterns that would make the learnability seamless for the users.
Identifying the Structure
Our initial wireframes focused on identifying Netflix's structure. We integrated a user profile and a recommendation feed that seamlessly abides by Netflix's brand guidelines.
Recommendations
Home
Sign In
Profile
Browsing
While reviewing and testing our wireframes, we came to the consensus that we needed to simplify the recommendations feature. We brought in 3 users in a participatory design studio to contribute their ideas and with those results, conducted a second design studio to iterate our feature with new designs.
User Insights
From the participatory studio
I would like to see a photo, video, or movie poster
What my friends thoughts are about the show/movie
Quick background information about the show/movie
Shortcuts to watch the recommended show/movie
Studio evidence
Sketch + session
NetCliques sits in the main navigation with Stories and Recommendations so the social layer extends Netflix structure instead of competing with Search, Downloads, and My List.
Solution
Final Concept
By focusing on the MVP and developing a TV and movie recommendations feature, we believe that Netflix users will feel a greater sense of community and connection.
After the user watches a movie, or TV show, they have the capability of adding it to their 'watchlist'.
The purpose of the watchlist is for the user to curate as many different list to share with others as recommendations, or to simply organize their own library of TV shows and movies to watch.
After the user watches a movie, or TV show, they have the capability of writing a review and recommending it to their Netflix community.
Once the user writes the review, they will share it to the Netcliques feed where other users will have the opportunity to see and choose to watch and act on the recommendation.
Similar to the functionality on Instagram, users are able to create stories of what they are currently watching and they are able to share watchlists with their Netflix community.
When a user views a story, they are able to swipe up and view the contents of the shared watchlist. While viewing the watchlist, the user can add specific movies and tv show to their own list.
This new feature, 'The Netcliques Feed' is where users can view recommendations and interact the most with their Netflix community.
On this feed, users can see what other users are sharing about what they are currently watching on Netflix. The users are also able to swipe each card for more information and use a shortcut to start watching or add to their own list.
During this project, I had the opportunity to collaborate with a team and develop a viable solution for the business problem presented. I learned the importance of project management, and the value of working with a multidisciplinary team. Because this was a 2 week sprint, our team did not get to develop everything that this new feature needed, for example the capability and process of adding your Netflix community. Below are the additional components that we would address:
Present the feature as a smoke screen to social media users to determine the demand
Explore an integration with Twitter and the use of hashtags
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