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Unlock the Full Potential of Netflix: Personalization and Accessibility for All.
Millions of Netflix users struggle with content overload and poor navigation despite its algorithm.
In this project, I explore enhancing mobile app customization to give users greater control over their viewing experience.
Product
Netflix Mobile App
Skills Used
Competitive Audit
Research
Figma Prototyping
Wireframing
My Role
UX Designer / Researcher
Timeline
September 2023 - November 2023
Millions of Netflix users struggle with content overload and poor navigation despite its algorithm.
In this project, I explore enhancing mobile app customization to give users greater control over their viewing experience.
Product
Netflix Mobile App
Skills
Competitive Audit
Figma Prototyping
Wireframing
Research
My Role
UX Designer / Researcher
Timeline
September - November 2023
The Blueprint
Challenge
How can Netflix ensure every user's viewing experience is aligned with their individual tastes?
Ideation
User interviews revealed frustrations with show discovery and content control. I then used personas to visualize these problems.
Recognizing that streaming personalization relies on initial data input, I explored personalization practices from other platforms to inform potential UX improvements for Netflix.
Goals
-
Develop an improved onboarding process that effectively gathers initial user preferences for personalization.
-
Provide users with customizable content filtering and personalization options.
-
Develop customizable display options, including text and poster scaling, for improved accessibility and user control
Research
Meet Midas!
Through Midas's persona, a 27 year old nurse who works long shifts, I highlighted user frustration with content overload & personalization.
"The hunt for a show outlasts the show itself."
Frustrations
-
Content overload & poor categorization
-
Limited appeal to diverse audiences
-
High effort, low reward
-
Not inclusive/lack of accessibility
Needs
-
Relevant new recommendations
-
Faster browsing and improved recommendation accuracy
-
Scalable images and text for user preference
ideation
Project Work Streams
Looking to solve the issues of content overload and lack of personalization, I catered towards developing 3 main flows.
Click to enlarge and examine user flows.
Designing
Netflix's Design System
Using a design system that mirrored Netflix's, I was able to guide my design choices. This system acted as a guide throughout the design process, enabling me to create prototypes and screens that felt native to the app.
Color
Title Cards
Typography
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Logos/Badges
What if...?
Actionable Insight
If I had more time, I would continue to see how to give users maximum control over their content experience by exploring flexible personalization options that still align with the Netflix design system.
An example of this would also begin by furthering the customizable home screen layout by allowing users to rearrange rows of content on their home screen and enable users to create custom rows based on their favorite genres or actors.
Improvements
Refining the Design
Incorporating insights from the usability study, I refined my designs and directly applied the feedback during the creation of high-fidelity mockups.
Onboarding
Content Scaling
Content Selection
Swipe to see before and after
RESULTS
Hover/click to watch the final product of the flow.
Competitive Audit
Because streaming personalization often relies on algorithms that start with no data, I explored how competitions approached personalization.
No onboarding
No content control
No context scaling
_svg.png){kind=logo}
Onboarding options are available on new profiles.
No content control
No context scaling
Onboarding options are available on new profiles.
No content control
No context scaling
No onboarding
No content control
No context scaling
No onboarding
No content control
No context scaling
Starting the design
Low Fidelity Wireframes
After developing the user flows, I began to create low-fidelity wireframes.
Onboarding
Click to expand
Content Scaling
Click to expand
Content Selection
Click to expand
WHAT IF...?
Actionable Insight
If I had more time, I would continue to see how to give users maximum control over their content experience by exploring flexible personalization options that still align with the Netflix design system.
An example of this would also begin by furthering the customizable home screen layout by allowing users to rearrange rows of content on their home screen and enable users to create custom rows based on their favorite genres or actors.
User Testing
Testing the Design
After initial designs were in made, 8 adults participated in a 10-20 minute remote usability study. They answered questions about personalization and overall frustrations.
These are the results that guided me on what to refine:
1
Some participants were confused often spending time ensuring they selected the right box for their homescreen.
2
Participants would have preferred a confirmation screen before locking in on their profile onboarding.
3
Participants would have preferred specific examples rather than broad genres in onboarding.
4
Participants found the settings navigation intuitive and readily engaged with the tasks. But wanted to see if images could increase with the text.
Improvements
Refining the Design
Incorporating insights from the usability study, I refined my designs and directly applied the feedback during the creation of high-fidelity mockups.
Onboarding
Content Scaling
Content Selection
Swipe to see before and after
What if...?
Actionable Insight
If I had more time, I would continue to see how to give users maximum control over their content experience by exploring flexible personalization options that still align with the Netflix design system.
An example of this would also begin by furthering the customizable home screen layout by allowing users to rearrange rows of content on their home screen and enable users to create custom rows based on their favorite genres or actors.
Research
Meet Midas!
Through Midas's persona, a 27 year old nurse who works long shifts, I highlighted user frustration with content overload & personalization.
"The hunt for a show outlasts the show itself."
Frustrations
-
Content overload & poor categorization
-
Limited appeal to diverse audiences
-
High effort, low reward
-
Not inclusive/lack of accessibility
Needs
-
Relevant new recommendations
-
Faster browsing and improved recommendation accuracy
-
Scalable images and text for user preference
"The hunt for a show outlasts the show itself."
Research
Meet Midas!
Through Midas's persona, a 27 year old nurse who works long shifts, I highlighted user frustration with content overload & personalization.
Frustrations
-
Content overload & poor categorization
-
Limited appeal to diverse audiences
-
High effort, low reward
-
Not inclusive/lack of accessibility
Needs
-
Relevant new recommendations
-
Faster browsing and improved recommendation accuracy
-
Scalable images and text for user preference
Competitive Audit
Because streaming personalization often relies on algorithms that start with no data, I explored how competitions approached personalization.
No onboarding
No content control
No context scaling
Onboarding options are available on new profiles.
No content control
No context scaling
Onboarding options are available on new profiles.
No content control
No context scaling
No onboarding
No content control
No context scaling
No onboarding
No content control
No context scaling
Competitive Audit
Because streaming personalization often relies on algorithms that start with no data, I explored how competitions approached personalization.
No onboarding
No content control
No context scaling
Onboarding options are available on new profiles.
No content control
No context scaling
Onboarding options are available on new profiles.
No content control
No context scaling
No onboarding
No content control
No context scaling
No onboarding
No content control
No context scaling
ideation
Project Work Streams
Looking to solve the issues of content overload and lack of personalization, I catered towards developing 3 mains flows.
Click to enlarge and examine user flows.
ideation
Project Work Streams
Looking to solve the issues of content overload and lack of personalization, I catered towards developing 3 mains flows.
Click to enlarge and examine user flows.
1
Some participants were confused often spending time ensuring they selected the right box for their homescreen.
2
Participants would have preferred a confirmation screen before locking in on their profile onboarding.
3
Participants would have preferred specific examples rather than broad genres in onboarding.
4
Participants found the settings navigation intuitive and readily engaged with the tasks. But wanted to see if images could increase with the text.
User Testing
Testing the Design
After initial designs were in made, 8 adults participated in a 10-20 minute remote usability study. They answered questions about personalization and overall frustrations.
These are the results that guided me on what to refine:
DESIGNING
Netflix's Design System
Using a design system that mirrored Netflix's, I was able to guide my design choices. This system acted as a guide throughout the design process, enabling me to create prototypes and screens that felt native to the app.
Color
Title Cards
Typography
Logos/Badges
Improvements
Refining the Design
Incorporating insights from the usability study, I refined my designs and directly applied the feedback during the creation of high-fidelity mockups.
Swipe to see before and after
Onboarding
Content Scaling
Content Selection
Onboarding
Click to expand
Content Scaling
Click to expand
Content Selection
Click to expand
Starting the design
Low Fidelity Wireframes
Looking to solve the issues of content overload and lack of personalization, I catered towards developing 3 mains flows.
Results
Hover/click to watch the final product of the flow.