creating a social platform within the media interface

 

challenge

Investigate issues that current users have with the Netflix's sharing features, and executed a redesign that will engage both existing users as well as new users.

 

my role

UX Designer on a team of 3 designers

Leading user survey, information architecture, sketching, information hierarchy, personas, user flows, hi-fidelity final mockup

 

methods

Research

  • To approach this case, we surveyed and interviewed users with a series of behavioral questions. From the results, we discovered key insights that helped us develop an MVP for the redesign that would be both incrementally useful and easy to learn. 
  • Discovered that the paramount concern for the current experience was privacy. Since currently people cannot opt out of sharing their viewing activity, the  social media integration drives users away from connecting their accounts to Facebook.
  • Users want to be able to see videos that friends and family love to watch, and share their favorites with friends and family quickly, easily, and without disruption.

 

Information Hierarchy

  • In combination with user research, we developed personas, card sorts, affinity diagrams, user flows, as well as task flow analysis to understand the mental models of users. I utilized these tools to prioritize information as well as set-up an intuitive user flow.

 

Sketching/Wireframing

  • Quick paper prototyping and mobile prototyping to be able to get the improvements in front of the user quickly to test hypotheses.

 

Testing/Iterating

  • Multiple tests and walkthroughs showed gaps in understanding and learnability. I documented each test to show the continued refinement and design process from sketch to hi-fidelity prototype.

 

current

Connecting to Facebook immediately broadcasts your entire watched history without a clear option to opt out.
 

improved

The redesign gives the users control over their privacy and creates a more open community where users feel more willing to participate. The result was a complete integration of social sharing within Netflix's app in a separate Friends tab. We were able to not only provide an engaging experience for existing users, but also expand Netflix's ability to draw new business.
 

improvements

  • Clear copy in a one-page tutorial guides the users through what happens when Netflix connects to Facebook

  • All changes are highlighted by tooltips on-screen

  • Words are used in place of confusing icons

  • Recently watched is turned off by default and can be changed on per video basis

  • You can select friends to follow which will add them to your top friends list

  • You can send a set number of videos to friends who don't have Facebook

  • Social sharing links have been added to the end of videos

 

capabilities

  • Allow people to see what friends have recently favorited and/or watched

  • Allow people to follow specific friends

  • Ability to share videos to non-Netflix / Netflix users during video playback