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.

The power of

Competitor Analysis

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

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.
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.
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.