Add a feature to Netflix
In this case study, we explore the design and implementation of an enhanced recommendation system for Netflix, aimed at improving user engagement and satisfaction. As a leader in the streaming industry, Netflix has over 230 million subscribers who seek personalized content that resonates with their viewing preferences and also subscription tier models.
Problem Statement
Netflix's current subscription model presents challenges for users due to its rigid tier structure. Many subscribers feel restricted by the limitations of their chosen plan, such as access to certain content, streaming quality, or the number of simultaneous screens. This rigidity can lead to user frustration and dissatisfaction, particularly for families or individuals with varying viewing habits. As a result, some users may opt to cancel their subscriptions or switch to competitors that offer more flexible plans tailored to diverse viewing needs.
Possible Solution
To address the limitations of the existing subscription tiers, we propose the introduction of Flexible Subscription Plans that allow users to customize their viewing experience based on individual preferences.
Project Duration
4 weeks
Tools Used
Design Process
As the designer for this project, I was responsible for the research, strategies, and visual design.
DISCOVER
User Interviews
User Research
POV & HMW’s
Competitive Analysis
DEFINE
Personas
Empathy Map
Affinity Map
Feature Matrix
IDEATE
User Flow
Sitemap
Information Architecture
DESIGN
Wireframes
Visual Design
TEST
Usability Testing
Prototyping
Implementing Feedback
Qualitative Research
I interviewed 5 potential users ranging from ages 18 years and up, over Zoom, to understand the pain points they face when interacting with Netflix’s subscription tiers. A few sample questions and competitive analysis are listed below:
What specific new features could enhance the Netflix user experience?
How do users discover new content on Netflix, and what would improve this
process?
Why do some users subscribe temporarily and not permanently?
What factors lead users to cancel their Netflix subscriptions after the trial period?
How do subscription pricing models (ex: ad-supported, tiered pricing) impact
users' willingness to subscribe or renew?
How does the perceived value of Netflix compared to competitors influence
subscribers’ decisions to stay or leave?
Competitive Analysis
Netflix users rely on personalized and varied content recommendations to enhance their viewing experience. However, they face challenges with overwhelming random suggestions and a lack of genre-specific recommendations.
While users appreciate the wide range of content available on Netflix, many express concerns about the high cost of subscriptions, opting for shared accounts or bundling services to manage expenses.
Many viewers enjoy discussing Netflix content with friends and family but seek improved social features that facilitate content sharing and enhance connections through the platform.
POV & HMW’s
How might we develop a more sophisticated recommendation system that offers personalized and diverse content suggestions tailored to the unique preferences of users?
How might we create more flexible and affordable subscription models, such as ad-supported tiers, to accommodate financial concerns and varying usage habits?
How might we design interactive features that allow users to seamlessly share recommendations and engage in discussions about shows and movies?
Key Insights derived from User Interviews, Competitive Analysis and POV & HMW’s:
Prioritizing user feedback is essential for creating features that meet actual needs and enhance satisfaction on the Netflix platform.
Customizable subscription tiers can improve user retention by accommodating diverse viewing habits and preferences.
Implementing a system that adapts recommendations based on real-time user feedback can significantly enhance the relevance of content suggestions.
Leveraging social features, such as recommendations from friends, can drive deeper engagement and facilitate content discovery amount users.
QUANTITATIVE Research
I created a Business and User Goals venn diagram using FigJam, to gain insights on the Netflix subscription tier model. This assisted me in conducting my user interviews and gain a better understanding of the users needs.
Business and User Goals
Key Insights derived from Business and User Goals:
Highlights the overlap between user needs, business goals and common goals, emphasizing the importance of creating features that enhance user satisfaction while driving subscription growth for Netflix.
Indicate that features designed with user preferences in mind are likely to increase engagement and loyalty, underscoring the need for a user-first approach in feature development.
A clear understanding of both user desires and business objectives reveals opportunities for Netflix to differentiate itself in a competitive market, suggesting that targeted features can address niche user segments effectively.
Illustrates the value of establishing feedback mechanisms where user insights can inform business strategies, ensuring that Netflix adapts to changing viewer preferences and remains relevant in the streaming landscape.
Personas
With the data collected from the user interviews and quantitative research, I created user personas representing an ideal user of the application. The persona helped me arrive at better solutions as it gave an in-depth understanding of the user goals, pain points and overall personality.
Empathy Map
This process was done to define the target audience with more clarity, as well as illustrate their needs and actions. Empathy mapping helped me gain perspective on their thoughts and feelings. The data in the empathy map are based on insights from the user interviews.
Affinity Map
I created an affinity map that highlights identifying patterns, themes and user needs from raw data, enabling me to translate complex insights into actionable opportunities.
Feature Matrix
I created a feature matrix to showcase my ability to analyze and compare features in my application in a structured and strategic way. This tool highlights my skills in identifying gaps and prioritizing feature based on user needs.
Information Architecture / User Flow
I made a visual representation of my user flow chart across all touchpoints of my application to understand where I can improve the user experience.
usability Testing
After the visual design was complete, I tested a prototype with 5 representative users to see how user friendly the application was. The test was conducted over Zoom video calls where the participants were given the following tasks while I observed how they navigated through the application.
Explore the navigation flow and provided feedback on user experience.
Reflection
The usability test affirmed that the new Netflix feature significantly improves user experience for managing subscriptions and membership tiers. While the feedback was largely positive, addressing minor navigational confusions and display order of options can enhance clarity further. Continued iteration and testing will ensure continued satisfaction as additional features are developed.
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Prototyping
High-Fidelity Wireframes
First, I digitally drafted the low-fidelity wireframes on Figma. After making corrections, I moved on to designing these high-fidelity wireframes also using Figma.
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#9
The participants were able to navigate through the app fairly easily. They appreciated the interface and visual design and gave the following inputs:
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Navigate the subscription management page and evaluate the clarity of the options presented.
Change membership tier with a clear understanding of the differences.
Assess transitions and text fields for legibility and ease of use.
Implementing Feedback
The suggestions from usability testing were considered and the following changes were made:
Thank you for your time :)
Key Insights and Suggestions to make experience better:
Some users were confused because the premium subscription option appeared first, leading them to initially overlook the standard ad-supported tier.
Ensure the default presentation of subscription options does not cause confusion by highlighting the standard tier before the premium.
