Netflix - New feature
Friend & Watch party feature
Introduction
The goal is to design and prototype a new feature for an existing mobile app. The feature that are develop should solve a pain point by discovering through research. I chose Netflix and made a new community feature to solve user needs.
User Research
User Testing
UI Design
DURATION
8 Week
TEAM
Solo Project
My Role
Explore solutions that could solve the key problems through research and interview process with global Netflix users.
Challenges
Research & Round 1 interview
Target audience
Netflix caters a broad spectrum of age groups from child to elders. Their target is global, aiming to create diverse user base around the world.
Insights
-Netflix had around 247.2 million paid subscribers worldwide as of the third quarter of 2023. “
-Age 25 to 54 has more user using Netflix than other age group.
-70% of content on Netflix is streamed on a TV.
Competitors research
*Netflix has the most subscribers over 200 million users, also owns most of global steaming subscribers.
First round test plan
Sample size:
Age: 20-40
Global users
-Has used Netflix in the past or is actively using them now
-Has access to internet & a desktop computer & mobile & TV
-Interviewees are all from different countries.
Affinity mapped notes
Finding:
Research indicates that social interaction significantly enhances the viewing experience. Most participants expressed a preference for integrating social elements, such as friend recommendations and innovative ways to discover shows, which also facilitate stronger connections among viewers.
Quick sketch based on HMW
Second round interview
Direction 1: Watch Party
Direction 2: Social sharing
Second round insights
-User really value privacy and the ability to control over certain mode or behavior.
-Combined watch party and add friends feature together as a whole social system could be a better option because they are closely related to build a community.
A social feature where people can connect/ share/ Watch shows together
Get the best experience of new sharing feature! With a simple tap on phone to add and connect with other’s account. Now you can share your favorite show to others easily and also hold a watch party between you and your family & friends! We support voice call, floating comment, and all fun interaction.
Feature 1 - Friends
In order to establish the whole social system, I started with friends feature so that user can check others profiles and recommendations by searching.
User have control over public & private of their profile page.
Feature 2 - Watch party
Hold a watch party between you and your family & friends.
While waiting in the watch party room, the group members can add things they want to watch and vote together for the best.
If the user already found the show they want to watch, they can skip the voting process by directly go to the show, and click watch party button.
Feature 2 - Watch party (Cast)
The chat and interaction can be casting on TV while typing on the phone. You can also call, send reactions, and manage playback on the mobile end.
