Product Design
Netflix Watch Together
One of the most memorable projects I had the privilege of working on was in my ITD 170 Upstream: Design/New Media class. This course provided a unique opportunity for me to collaborate with design professionals from Netflix and delve into the realm of enhancing the excitement level for Netflix members.
Under the guidance of these industry experts, our class embarked on a comprehensive exploration of different strategies to captivate and engage Netflix users on a deeper level. We focused specifically on studying their viewing habits and experiences, aiming to uncover valuable insights that could inform our design decisions.
GOAL
Adding watch together feature
TIMELINE
Sept 2022- October 2022
TOOLS
Figma, Figjam, Excel
design process
〰️
design process 〰️
We were given a task…
In the beginning of the course, our professors assigned us to teams and tasked us with selecting a specific genre on Netflix to concentrate our efforts. Our primary objective was to discover key features and experiences for users before, during, and after the discovery of their entertainment content. Through user research, we aimed to formulate a problem statement that would address the challenge of enhancing viewer interest and engagement with a series.
After engaging in numerous brainstorming sessions and discussions, our team arrived at a unanimous decision to concentrate on the comedy genre. Drawing from our collective experiences, we recognized the inherent difficulties in connecting with and fully appreciating certain comedic content, particularly when watching with friends. This realization sparked our motivation to delve deeper into understanding the underlying factors that hindered seamless enjoyment of comedy shows, paving the way for our problem statement formulation.
Then we started researching and interviewing
To gain diverse perspectives and deepen our understanding of the comedy genre, we conducted interviews with avid comedy viewers. Using a carefully curated interview questions guide, based on research and input from our professors, we explored their viewing habits and behaviors. The insights gathered from these interviews shaped our design decisions, guiding us in creating a problem statement and solution that addressed viewers' needs and enhanced their comedic viewing experiences.
Insights:
“I want to spend time with friends even if I don’t like it. ”
“It’s more fun to watch comedy with friends, have other people to laugh and share funny points with.”
“I find it hard to share my preferences in a group setting.”
Upon collecting the research from our interviews with comedy viewers, we embarked on the process of synthesizing the data to identify recurring themes and pain points. Through careful analysis, we utilized affinity diagrams to categorize the gathered insights into four distinct themes, allowing us to pinpoint common challenges and areas of improvement. By organizing the research in this manner, we gained a comprehensive understanding of the key pain points experienced by viewers, providing a solid foundation for our subsequent design decisions. This synthesis process played a crucial role in informing the development of targeted solutions that directly addressed the identified pain points and enhanced the overall comedic viewing experience.
What are we trying to solve?
After carefully analyzing and distilling the insights gathered from our user interviews and conducting a comprehensive examination of the four distinct user groups, we actively engaged in team discussions and sought valuable feedback from our professors. Through this collaborative process, we made the deliberate decision to concentrate our efforts on the "before" phase of the viewing experience. As a result, we crafted a focused problem statement that precisely articulates the challenge we aimed to address within this specific phase.
How might we help users create an ideal environment from watching with friends?
Ideation & Initial Concepts
To kickstart our ideation process, we initiated rapid brainstorming sessions using both traditional paper-based methods and the collaborative digital platform Figjam. During these sessions, our team generated a wide range of ideas and potential solutions. Subsequently, we organized and grouped similar ideas together to identify patterns and themes.
After careful consideration, we conducted a team vote and decided to pursue a gamified decision-making approach. With this direction in mind, we proceeded to create three distinct low-fidelity prototypes. These prototypes included a voting system using GIFs, a word voting game, and watch history-based recommendations. Each prototype was developed to provide a unique take on the solution, allowing us to assess their effectiveness and gather valuable feedback for further refinement.
Word voting game
Voting using gifs & comments
Watch history-based recommendations
Usability Testing & Decision
we proceeded to conduct usability testing for each prototype. With curated scripts tailored to each prototype, we aimed to understand the pain points associated with each design. Following these interviews, we carefully analyzed the feedback received to inform our final decision.
After thorough evaluation, we reached a consensus and selected the third prototype, watch history-based recommendations, as our ultimate solution. This choice was driven by the prototype's ability to address the users' pain points effectively while also requiring minimal setup compared to the other approaches. As a result, we anticipate a lower dropout rate and a higher likelihood of user adoption.
Refinement
Based on user feedback from previous and subsequent usability testing sessions, we made significant feature changes to the product. These updates were driven by the goal of enhancing user experience and addressing pain points. By actively listening to user perspectives, we refined the product to better align with their needs and preferences. This includes adding new and crucial features & rearranging layouts.
Feedback
Refinements
Final Prototype
Homepage
Add-a-Friend
Recommendations
Final Show
