Netflix Feature
ROLE USER RESEARCH · UX/UI · USABILITY TESTINGIntegrating a new social feature within Netflix’s existing platform.
Netflix is a subscription streaming service that allows people to view TV shows, movies, documentaries, and original Netflix content whenever they want. Netflix is primarily focused on discovering content and does not currently have any social features. To improve engagement and retention in the app, Netflix wants to expand on their social capabilities.
Problem
With more responsibility in life, people have less time to get together with friends and family to bond over a shared experience. I observed that people love to share the experience of watching a show or movie together and discussing the content. People seem to connect emotionally to TV shows and movies—myself included—and love to share that experience with others. However, for those who are keeping up with the same show, viewing the content together in real time might not always be an option.
Solution
A shared viewing experience—“Group Theater”—that allows people to simultaneously view the same content with others while in different locations. Additionally, a chat feature that allows people to communicate via the Netflix app while viewing the same content together.
This is a speculative project for educational purposes. I am not affiliated with Netflix.
Research
Netflix is so well known that it has basically become a verb. Although I am familiar with this app, I needed to thoroughly research as much information as I could about its competitors, its subscribers, and its functions. I wanted to understand the social behaviors around Netflix, peoples’ habits around discussing TV/movie content, and peoples’ experiences bonding over TV shows and movies.
The competitor platforms require the user to share the viewing URL externally in order for others to join the shared viewing experience.
User Research: Interviews & Surveys
In order to dive deeper into the research, I conducted interviews with 8 Netflix users and conducted surveys with 40 people who use TV streaming services. I wanted to understand the relationship between their social lives and streaming TV.
Based on my research, I was able to narrow down my target audience to millenials.
Key Findings
How might we seamlessly integrate a new social feature that allows users to connect through a shared experience?
Ideate
Wireframe Sketches
This sketching process was particularly challenging since I needed to visualize how this feature would function within Netflix’s existing structure and interface. I explored different variations of certain screens.
Wireframes
How do I seamlessly integrate a new feature into an existing interface while maintaining the brand identity?
Group Theater
Chat Feature
Design
High-Fidelity UI Designs
Users can create a new Group Theater session for a show, invite friends, and schedule the viewing time.
Users can join the scheduled Group Theater sessions by selecting the thumbnail image of the show under "Upcoming Group Theaters."
Users can message their friends within the Group Theater session while viewing the same show or movie together.
Usability Test
Using my high-fidelity prototype, I conducted remote usability tests with 10 participants within the age range of 23-45 years.
