Netflix - Extras Feature
A new in-built feature that increases the engagement between Netflix users and Netflix Original titles by supplying extra content to fans.
❋ Project TypeUX / UI / App / Website
❋ My RoleUX/UI Designer
❋ ToolsFigma, Miro, Illustrator, Photoshop
❋ Timeline8 weeks
Netflix Originals current viewing experience stems from the overwhelming lack of fan + cast and crew interaction of movies and shows.
"How might we redesign the Netflix experience on both Desktop and Mobile to be more immersive and improve the user interaction"
The Problem
This project looks to investigate the potentiality of further developing Netflix's interface to allow a higher standard of engagement between users and Netflix's Original's titles. We are looking at putting together an experience that enhances the overall environment of Netflix by providing content that will allow better interaction and engagement. The feature will look to endeavour the possibilities of enhancing the overall immersive experience of Netflix by providing attributes that will allow better interaction between shows and their fans. This will include but is not limited to, character profiles, cast profiles, behind the scenes content and interviews with the cast + crew.
The Goal
Research
User Interviews + Surveys + Competitive Analysis
For context, we've conducted an online survey involving 30 participants and 3 one on one interviews, consisting of friends and family ranging in age from 15-79 who are all users of different streaming platforms and for varying reasons.
The questions in the survey covered the following topics:
Which streaming service do you enjoy the most?
How long do you spend on said streaming services per week?
What do you want to see more of from these streaming services?
Key findings from interviews and surveys
The survey results showed that people do find the use of any movie/TV streaming services to be highly beneficial. In addition, the survey also tells us that TV is the most popular medium to consume shows and films on streaming sites. Out of the platforms we listed on the survey (Netflix, Amazon Prime, Disney Plus, HBO and Crunchyroll) it turns out that Netflix is still the most popular out of the lot.
The interviews gave us a closer insight into what users want from a streaming service, With a variety of options such as being able to leave reviews and comments and read other reviews as part of the Netflix experience. People are looking for content and features, a bit of background to what they are watching and more information in general about the movie or tv show they are watching. All these concepts provide the viewers with more options keeping Netflix the number 1 streaming service.
Additionally, since Netflix has a fair competition between streaming platforms, we wanted to analyse the 4 most popular platforms surrounding this to see what features which we could improve.
Key Takeaways
Netflix is lacking in content compared to its competitors (e.g Disney +Amazon prime)
Users want more features to be able to review and comment on what they are watching
Users want that extra content e.g Making of movies and actor insight.
People are watching more contentnow than ever before due to thelockdown
Analysis
Breaking down and visualising
This stage of the design is the part where we want to understand and highlight the problem and begin the journey around viewing Netflix from the target audience perspective and note down any design solutions to resolve any issues
Key Development
Ideation 6-8-5
What is 6-8-5?
6-8-5 is intended to help players generate many ideas in succession, without worrying about the details or implementation of any particular idea. It’s designed to keep players on task by limiting them to sketch in small boxes and work fast in a limited amount of time.
Paper Prototyping
Designing user flows
We drew up some prototypes with pen on paper to explore ideas of potential features and screens. For this paper prototype, we mainly focused on the Desktop/TV versions of Netflix since aesthetically they are the same with minor adjustments. From the findings of our survey, we found that these two platforms were among the most popular out of the lot.
We decided to make the prototypes to mimic the features and functionality of the current Netflix UI adding in our new features without creating an entirely new UI but simply adding in our new feature seamlessly. We also took into account legibility and the feature set due to the variances between the two platforms.
This stage of the project was the most important part, as it gives us the journey that the user will take when using our new feature. This allows for the designer the opportunity to evaluate and enhance the user experience and make adjustments.
Design
Lo-Fi Prototype
After working out user flows, we then mocked up a few screens on Figma to prepare it for initial testing and user feedback.
Usability testing with high-fidelity prototype
3 major improvements in the design
Horizontal Scrolling
USER 1:When watching the show the extra button should be on the left of the play screen. Because all the extras content is already on the left, so it would make more sense.Could maybe move the search button to the top.Icons should show which account you are on even when you're not hovering on the menu bar so you can see which account you are on all the time.
USER 2:Looks good with the solid bar on the left, I don't like how you can get rid of it by clicking off it.Switch profiles I like the transitions.The red annoys me a little with the new branding but I can live with it.‘More Info’ I like, I like how it's broken up by this middle part. I like how it scrolls horizontally but I think it needs an arrow or something cause I didn't notice it.
USER 3:User icon doesn't change when switching users.Couldn’t tell that there was a horizontal scroll on extras features. Maybe add something to indicate it.The transition from ‘More Info’ to ‘Extras’o is a bit jarring. Not sure about the new colour. Maybe I don't like change.Extras-> trailers and more weird transitions. Glitch with overview/trailers and more, also a weird transition.Like the home menu bar, how it extends out.
Based on the feedback received we were able to make 3 major improvements to the design to improve the usability through the course of the project.
An issue we faced with our user testing was that our testers could not tell if one asset was scrollable or not. With the ‘Cast & Crew’ feature of our redesign for example, some users could not tell it was meant to be scrolled horizontally. This has led to confusion over the user experience of our redesign and needs to be addressed. This may be due to using more mobile design practices on a desktop/TV platform.
During use testing, we found users' react in the following ways:
Clicked on the ‘Extras’ or ‘More Info’ button on a show
Try to browse the feature
Could not locate horizontal scrolling
Figures it out eventually but flustered overuse.
We hope that these changes allow users to easily navigate the feature and extend their curiosities about the show/film that they are watching.
Testing + Improvements
Outcome & Reflection
The UX project this semester was really interesting, getting a brief to a very well-known and popular company. It really helped to develop my skills as a designer getting to work with a company brief and giving me the opportunity to conduct a design project and take on this challenge. The area I have enjoyed the most was seeing the design come to life from wireframe to high fidelity. Learning the process of how to add interactions to the design on Figma and seeing the design usable for people to enjoy.
What I have learnt from this project and the user experience is that all is done through research, we conduct this in methods through surveys and interviews. The whole process is about improving the experience of the user, this is the starting point for all projects. Conducting tests and validating ideas is one of the best ways to measure the success of test results, this gives us the information we would not necessarily have if not by this method. It also allowed me to build my skills and confidence in these areas over the number of weeks we were involved in the project. The core step I learned in the UX process and methods is that research is the centre to gain a clear and effective picture of what users think and why they do what they do. I can conclude, upon reflecting on what I have learnt whilst undertaking this project, that a great deal has been learnt, experienced and confronted in all aspects of this project.
Want to work together?
If you like what you see and want to work together, get in touch!