The Development of Netflix INTERACT
(the interactive feature for your viewing pleasure)
I’m always intentional when I design. From navigation to new features, I want to ensure that what I’m creating has a positive impact and makes life a little more convenient.
01 The Opportunity
The way we view content has drastically changed over the years. Streaming has become widley popular as you can browse thousands of content in the comfort of your own home. From movies to documentaries, Netflix has been at the top of the streaming industry.
Netflix success has grown immensely over the past few years, although one problems seems to reoccur: subscription cancellations. With today’s economy, it’s normal for some to downsize their monthly subscriptions. But as a subscription brand, how do you maintain success through turbulent times?
The answer is simple.
Provide value consumers didn’t think they would need.
“Value is a perception, not a calculation. Value is something people feel, not something we tell them to get.”
Simon Sinek
Discovery
02
To solve a problem, you must discover why it started in the first place.
Subscription cancellations are a problem brands face. Netflix has increased its pricing over the years allowing consumers to cancel or utilize another streaming platform.
When consumers find another brand that fulfills their needs at a cheaper price, it’s understandable why they would cancel.
Consumers keep subscriptions or services based off what they offer; they remain loyal to brands who can provide what others cannot.
Competitor Analysis
The Power of
Consumers may have difficulty choosing which subscription service to keep. The following research assisted in pinpointing the similarities and differences each competitor offers.
Although the question still remains:
Providing the convenience of connection allows the brand to stand out from competitors while growing the fanbase of popular series or movies. In return, this can increase subscription loyalty and enhance the streaming experience.
how can we differentiate?
This made me realize the opportunity at hand. Create a feature for simultaneous streaming while providing the capability to join fandom groups across the world.
User Interview
Debrief
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The participants discover new content to stream by multiple channels. Social media platforms like Tiktok and Instagram influence pop culture and increase popularity for movies and series. Participants also stated they get recommendations from friends or family.
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Over half of the participants stated they watch mainstream content, mainly on Netflix. One participant said they only watch Hulu Live TV for news and current shows.
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Over half of the participants stated like prefer Netflix because of the large library of content offered. They also like how easy and familiar the interface is to navigate. Participants also enjoy you can watch subtitles in multiple languages.
All participants
stated they would keep a subscription even with a price increase only if the platform offered a special feature that other streaming services don’t have.
03
Symbols are in Netflix brand standard red, while the N symbol is branded in dark red. The Wordmark should appear in Netflix brand standard Red, except when limited by production.
Visual Identity
The Word Mark
As the essential identifier of the brand, the Wordmark ensures brand recognition within low-awareness markets or if production limits the use of color.
The N Symbol
Within high-awareness markets, the company leads with the N symbol. The N is universal and instantly identifiable to the brand. It always appears in its signature color. Without including the color, the symbol is not recognizable as Netflix.
Wireframes
04
The main goal of the feature was to provide additional value to Netflix’s platform and in return, fewer subscription cancellations.
Low Fidelity Wireframes
Flow 1: Activation
Click the image to expand
Flow 2:
Turn on Commentary
Click the image to expand
High Fidelity Wireframes
Flow 1: Activation
Click to Try Prototype
Activation steps became simpler, as users can connect quickly through adding their mobile phone number and receive a connection code
Users can connect with friends through their mobile number as well, making it easier than trying to remember a connection’s email address
Connections can easily accept invitations by clicking the link sent to their device
This provides ease and accessibility when signing up for a new feature, allowing users to not be overwhelmed with sign up steps
Changes Made:
Flow 2: Turn on Commentary
Click to Try Prototype
INTERACT toggle is now seen on navigation on the left, allowing users to easily find it compared to previously having it within pages
When toggle is turned on, all accounts that have an INTERACT account are now on
When choosing a viewing option, a confirmation button appears to notify the user of their selection choice
Button was added to navigate users to home page of Netflix instead of automatically bringing them to the home page without confirmation.
This showcases clarity within the users journey throughout activating the commentary feature
Changes Made:
Flow 3: Join a Fandom
Click to Try Prototype
This feature wasn’t originally planned, but throughout developing the project I thought this addition would help Netflix stand out even more
Creating a sense of community over a streaming service is something that others do not offer. When watching your favorite shows or movies, you can chat with others across the world
Connecting with others by joining fandoms also helps promote shows, movies, and documentaries
Meeting others with the same interests as you can be fulfilling, especially all under one platform
The feature involves fandoms set up similar to Reddit communities, allowing familiarity on the interface and easy navigation
Changes Made:
05
Usability Test Results
Feedback from conducting usability testing is key when developing apps, features, and websites. Gaining perspectives from avid streaming viewers assited in finding pain points and ways to improve the experience on the protoype
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Recommends adding a price increase notification similar to when you upgrade a plan, on the second screen
Place the activate button in a different part of the screen instead of dropdown
Some images and icons need to be aligned
Find a simpler way to add connections other than email, as a user mentioned they wouldn’t know their friend’s email right away (barrier)
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Add the toggle to the left navigation in settings as a user mentioned it is hard to find within preferences. (too hidden)
One screen needs to show a blank option prior to the first commentary view option to showcase direction (user was confused why the first option was already highlighted before clicking)
Need to add a confirmation screen and final preview of viewing options before returning to homepage
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Add preview info such as number of members, ranking, or brief sentence about the fandom group (similar to a reddit community preview)
Recommends modules for community and fandoms on the Netflix interact homepage be in line with Netflix original branding
Recommends to make “join a fandom” an actual button for it to stand out on the page
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All users found the feature interesting and valuable
All users found the feature exciting, especially if they can connect with fandoms and stream with others long distance
4 out of the 5 users said they would keep the subscription with the price increase because other platforms don’t provide it
One user specifically liked users can choose to turn on and off the interact feature
All users enjoyed how simple the activation task was
2 users mentioned they liked the feature because it would all be under the Netflix platform instead of having to add another third party to steam simultaneously
The test involved 5 participants who are all current Netflix subscribers and frequently steam content
3 of the 5 interviews were done over FaceTime
2 interviews were done in person
Interviews lasted about 20 minutes
Method:
Feedback:
Conclusion
Roll the credits:
In today’s day and age, community is important more than ever.
Developing an additional feature to Netflix allowed me to step out of my normal design process. Netflix is one of the most successful companies in the world, which can be daunting as one may think what else could they do? What are they missing?
Throughout the process, I thought about how social media allows people to connect - users follow creators that they relate to, whether that’s Instagram, LinkedIn, TikTok, or Reddit. By combining the community aspect social media provides along with streaming capabilities, users can have the best of both worlds all under one platform.
In my 27 years of living, I realized challenges can be rewarding. This is something I take into my professional life as well. By understanding the pain points of a platform, you can find new ways to fill the gap. Stepping into a user’s perspective is a key component of design.
While popular T.V series and movies build fanbases, Netflix can use that to their advantage by connecting others with the same interest, and in return users will be less willing to cancel subscriptions even with a price increase.
Own your strengths, and suddenly challenges turn into chances — you’re more capable than you think.