Netflix: Reimagining the iOS App (Featuring Marvel Cinematic Universe)
Reshaping content organization and the watching experience in the Netflix mobile app.
Roles:
User Research, Market Research, User Flows, Wireframes, and Prototypes
Duration:
May 2023 - July 2023
Tools:
Figma, FigJam, Google Forms, Xtensio
Team:
Myself
Netflix is a popular streaming platform that offers a wide range of movies, TV shows, documentaries, and original content to its subscribers.
It provides a convenient and flexible way for users to access a vast library of content, allowing them to watch their favorite shows and movies at their own pace and on various devices. Netflix stands out with its personalized recommendation algorithm, which suggests content based on users' viewing history and preferences, enhancing the overall user experience. Moreover, Netflix's seamless streaming experience, user-friendly interface, and high-quality original productions have contributed to its widespread popularity. When compared to other streaming platforms, Netflix has a strong advantage in terms of content variety, original programming, and user-friendly interface, making it one of the leading choices for streaming entertainment worldwide. However, Netflix still faces competition from other popular streaming platforms, most notably because it lacks features shared by these platforms.
How might I design a more versatile app with multipurpose features that facilitates user needs and meets the competition of other streaming platforms?
RESEARCH
First, I needed to know more about Netflix.
Netflix was created in 1997 by Reed Hastings and Marc Randolph. Netflix has established itself as the market leader in the streaming industry, with a substantial subscriber base and a global reach. As of 2023, Netflix has over 232 million paid subscribers worldwide, making it the largest streaming service globally.
Netflix is characterized by innovation and a commitment to delivering high-quality and diverse entertainment content to its subscribers. The platform's user interface is designed to be intuitive and user-friendly, allowing for easy navigation and content discovery. In addition, Netflix offers a vast library of TV shows, movies, documentaries, and stand-up specials across multiple genres, catering to diverse viewer preferences.
But despite its popularity, Netflix has 2 main competitors: Amazon Prime Video and Disney+.
To know more about the market and Netflix’s competitors, I conducted a Feature Analysis. The major advantage Amazon Prime Video and Disney+ both have over Netflix is the groupwatch feature, which allows users to watch programs with their friends and family remotely. Additionally, Amazon Prime Video includes ratings for its movies, yet none of them have options for users to write their own reviews in the app.
Netflix
232 million subscribers
$31.6 billion in revenue
Launched in January 2007
STRENGTHS
Caters to a wide range of interest and genres
Provides personalized content recommendations based on user preferences
Offers a user-friendly interface with intuitive navigation
WEAKNESSES
Faces challenges in acquiring content licenses and has limited content availability
Does not have the most up-to-date content and has an inconsistent release schedule
Lacks an integrated review section
FEATURES
Categories
Amazon Prime Video
265 million subscribers
$25.2 billion in revenue
Launched in September 2006
STRENGTHS
Has exclusive deals on additional content
Allows users to watch content simultaneously with friends and family
Integrates user reviews within the platform
WEAKNESSES
Less user-friendly and more cluttered
Content discoverability is limited to content categorization and search functionalities
Has limited original content
FEATURES
Categories
Group watch
Reviews
Disney+
157 million subscribers
$7.4 billion in revenue
Launched in November 2019
STRENGTHS
Appeals to fans of all ages
Expands its content offering to original series and movies
Focuses on family-oriented content
WEAKNESSES
Has a more limited variety of non-Disney content
Does not cater to more mature or niche audiences
Lacks an integrated review system
FEATURES
Categories
Group watch
I now shifted my focus to understanding Netflix's target audience.
I constructed a set of online questions for Netflix users aged 18-24, the primary target audience. I wanted to know their habits with Netflix, how often they use the app, what they enjoy, dislike, and what they would love to see there. These are the main takeaways I gathered:
How often do you use Netflix, and which features encourage you to keep using it?
7 out of 12 interviewees said they use Netflix almost every day, and even if they don’t end up watching anything, they go on the app.
60% of the interviewees use the 'My List' feature on Netflix, and while they commended Netflix's categorization options, they wished this personalized experience was also available for the entertainment they add to their list.
What factors influence your watching habits or content selection?
Over 80% of the interviewees reported that they frequently search selection ratings externally before watching a movie or TV show, and an integrated review option was even suggested by 4 of them.
Finally, about half of the interviewees said they watched movies frequently with their friends or family across various locations.
When asked what features users would find helpful to add into the app, one user replied:
"I always leave the app just to see how the general public has reviewed something. It doesn’t affect whether or not I’ll watch the show but it’s helpful to know what I’m getting into. It’d be convenient if there was a feature for that within Netflix."
I then synthesized these insights to develop a detailed user persona to better reflect their needs and frustrations.
Meet Emily.
Emily values her work-life balance, and after a long day at work, she loves exploring Netflix's collection of shows and movies. She also enjoys catching up with her friends and seeks a way to both socialize and relax at the same time. Ideally, she envisions being able to quickly find content she enjoys and having the option to watch movies and TV shows on Netflix collectively with her friends.
After researching Emily's background and experiences, I was able to clearly define and identify the issues that needed to be addressed. This helped me define the project’s main objectives further to learn how Netflix can meet user needs.
01
Create a way for users to sort entertainment by genre, among other categories, in the 'My List' feature.
01
Create a way for users to sort entertainment by genre, among other categories, in the 'My List' feature.
01
Create a way for users to sort entertainment by genre, among other categories, in the 'My List' feature.
02
Design a 'Ratings & Reviews' section within the app so users can gauge their level of interest with a selection quickly before they begin watching.
02
Design a 'Ratings & Reviews' section within the app so users can gauge their level of interest with a selection quickly before they begin watching.
02
Design a 'Ratings & Reviews' section within the app so users can gauge their level of interest with a selection quickly before they begin watching.
03
Implement a Netflix groupwatch feature so users can stream and react to content simultaneously with their friends or family.
03
Implement a Netflix groupwatch feature so users can stream and react to content simultaneously with their friends or family.
03
Implement a Netflix groupwatch feature so users can stream and react to content simultaneously with their friends or family.
IDEATIon
With my objectives in mind, I then brainstormed ideas of the best practices to include among the new features.
Then I designed a user flow from opening the app to closing the app, including all the steps the user will have to go through to sort and customize their watchlist, invite people to join a watch party, and view and interact with reviews for each program.
This really helped me see more clearly what screens and functionalities I needed to come up with to make these features on the app as user-friendly as possible.
DESIGN
Now I needed to visualize and refine these ideas to test with users, following the user flow.
I started with creating a low-fidelity wireframe that I tested with 5 users. I performed concept testing on three of our target users, asking them to observe the low-fidelity sketch and provide input on accessibility and ease.
After receiving feedback, I noticed a pain point among each of the three features I was implementing.
01
The method of sorting genres in the 'My List' feature that I designed could only sort one topic at a time. This made almost no difference from Netflix's original limited sorted content, so I needed a way to sort by multiple topics at once.
01
The method of sorting genres in the 'My List' feature that I designed could only sort one topic at a time. This made almost no difference from Netflix's original limited sorted content, so I needed a way to sort by multiple topics at once.
01
The method of sorting genres in the 'My List' feature that I designed could only sort one topic at a time. This made almost no difference from Netflix's original limited sorted content, so I needed a way to sort by multiple topics at once.
02
While reviews could now be added on a page directly in the app, there was no visual indication of verified or credible reviews. With no restrictions, anyone would be able to add their ratings, which could lead to unhelpful or unnecessary comments. I needed to add a way to guarantee a system of credibility for reviewers.
02
While reviews could now be added on a page directly in the app, there was no visual indication of verified or credible reviews. With no restrictions, anyone would be able to add their ratings, which could lead to unhelpful or unnecessary comments. I needed to add a way to guarantee a system of credibility for reviewers.
02
While reviews could now be added on a page directly in the app, there was no visual indication of verified or credible reviews. With no restrictions, anyone would be able to add their ratings, which could lead to unhelpful or unnecessary comments. I needed to add a way to guarantee a system of credibility for reviewers.
03
The groupwatch feature could only be used for profiles under the same account, limiting access to all friends and family that could join. I needed to implement a way to share the invite externally with anyone, regardless of their Netflix account status.
03
The groupwatch feature could only be used for profiles under the same account, limiting access to all friends and family that could join. I needed to implement a way to share the invite externally with anyone, regardless of their Netflix account status.
03
The groupwatch feature could only be used for profiles under the same account, limiting access to all friends and family that could join. I needed to implement a way to share the invite externally with anyone, regardless of their Netflix account status.
I addressed these pain points in my mid-fidelity designs, taking into account the feedback from the user testing.
I also made sure to implement the original Netflix branding in the color theme, icons, typography, and layout. For the new features, I found it helpful to look at other apps with a 'Ratings & Review' feature and a groupwatch feature for guidance.
Finally, I am happy to share the high-fidelity prototype I created for my Netflix redesign app. I’ve kept my decisions based on the original Netflix style so that the new features would fit perfectly into the app.
You can view the final product here at Netflix Redesign App.
And here is a walkthrough of my final product:
Final Thoughts
Being the sole contributor to the project allowed me to take complete ownership and accountability for all the design decisions and outcomes, from the initial ideation and wireframing to the final design and implementation.
For this project, it was my first time working alone. This experience reinforced the importance of thorough research, clear communication, and meticulous attention to detail. I also learned to manage my time effectively, prioritize tasks, and adapt to unexpected challenges that arose during the process.
As the sole team member, I had to rely on my own skills and problem-solving abilities. This pushed me to seek out resources, explore new tools, and find creative solutions independently, fostering a sense of self-reliance and resourcefulness. I also found myself googling a lot, and I am so thankful to be continually learning new things as a part of the UI/UX community.
And although I worked alone, I actively sought feedback from peers and potential users throughout the design process. This taught me the importance of collaboration, receiving constructive criticism, and incorporating diverse perspectives to refine the design and address blind spots.
I really enjoyed the process, as it challenged me to step out of my comfort zone, make independent decisions, and trust in my design instincts. I can't wait to see where my next curiosity takes me!
Netflix: Reimagining the iOS App (Featuring Marvel Cinematic Universe)
Reshaping content organization and the watching experience in the Netflix mobile app.
Roles:
User Research, Market Research, User Flows, Wireframes, and Prototypes
Duration:
May 2023 - July 2023
Tools:
Figma, FigJam, Google Forms, Xtensio
Team:
Myself
Netflix is a popular streaming platform that offers a wide range of movies, TV shows, documentaries, and original content to its subscribers.
It provides a convenient and flexible way for users to access a vast library of content, allowing them to watch their favorite shows and movies at their own pace and on various devices. Netflix stands out with its personalized recommendation algorithm, which suggests content based on users' viewing history and preferences, enhancing the overall user experience. Moreover, Netflix's seamless streaming experience, user-friendly interface, and high-quality original productions have contributed to its widespread popularity. When compared to other streaming platforms, Netflix has a strong advantage in terms of content variety, original programming, and user-friendly interface, making it one of the leading choices for streaming entertainment worldwide. However, Netflix still faces competition from other popular streaming platforms, most notably because it lacks features shared by these platforms.
How might I design a more versatile app with multipurpose features that facilitates user needs and meets the competition of other streaming platforms?
RESEARCH
First, I needed to know more about Netflix.
Netflix was created in 1997 by Reed Hastings and Marc Randolph. Netflix has established itself as the market leader in the streaming industry, with a substantial subscriber base and a global reach. As of 2023, Netflix has over 232 million paid subscribers worldwide, making it the largest streaming service globally.
Netflix is characterized by innovation and a commitment to delivering high-quality and diverse entertainment content to its subscribers. The platform's user interface is designed to be intuitive and user-friendly, allowing for easy navigation and content discovery. In addition, Netflix offers a vast library of TV shows, movies, documentaries, and stand-up specials across multiple genres, catering to diverse viewer preferences.
But despite its popularity, Netflix has 2 main competitors: Amazon Prime Video and Disney+.
To know more about the market and Netflix’s competitors, I conducted a Feature Analysis. The major advantage Amazon Prime Video and Disney+ both have over Netflix is the groupwatch feature, which allows users to watch programs with their friends and family remotely. Additionally, Amazon Prime Video includes ratings for its movies, yet none of them have options for users to write their own reviews in the app.
Netflix
232 million subscribers
$31.6 billion in revenue
Launched in January 2007
STRENGTHS
Caters to a wide range of interest and genres
Provides personalized content recommendations based on user preferences
Offers a user-friendly interface with intuitive navigation
WEAKNESSES
Faces challenges in acquiring content licenses and has limited content availability
Does not have the most up-to-date content and has an inconsistent release schedule
Lacks an integrated review section
FEATURES
Categories
Amazon Prime Video
265 million subscribers
$25.2 billion in revenue
Launched in September 2006
STRENGTHS
Has exclusive deals on additional content
Allows users to watch content simultaneously with friends and family
Integrates user reviews within the platform
WEAKNESSES
Less user-friendly and more cluttered
Content discoverability is limited to content categorization and search functionalities
Has limited original content
FEATURES
Categories
Group watch
Reviews
Disney+
157 million subscribers
$7.4 billion in revenue
Launched in November 2019
STRENGTHS
Appeals to fans of all ages
Expands its content offering to original series and movies
Focuses on family-oriented content
WEAKNESSES
Has a more limited variety of non-Disney content
Does not cater to more mature or niche audiences
Lacks an integrated review system
FEATURES
Categories
Group watch
I now shifted my focus to understanding Netflix's target audience.
I constructed a set of online questions for Netflix users aged 18-24, the primary target audience. I wanted to know their habits with Netflix, how often they use the app, what they enjoy, dislike, and what they would love to see there. These are the main takeaways I gathered:
How often do you use Netflix, and which features encourage you to keep using it?
7 out of 12 interviewees said they use Netflix almost every day, and even if they don’t end up watching anything, they go on the app.
60% of the interviewees use the 'My List' feature on Netflix, and while they commended Netflix's categorization options, they wished this personalized experience was also available for the entertainment they add to their list.
What factors influence your watching habits or content selection?
Over 80% of the interviewees reported that they frequently search selection ratings externally before watching a movie or TV show, and an integrated review option was even suggested by 4 of them.
Finally, about half of the interviewees said they watched movies frequently with their friends or family across various locations.
When asked what features users would find helpful to add into the app, one user replied:
"I always leave the app just to see how the general public has reviewed something. It doesn’t affect whether or not I’ll watch the show but it’s helpful to know what I’m getting into. It’d be convenient if there was a feature for that within Netflix."
I then synthesized these insights to develop a detailed user persona to better reflect their needs and frustrations.
Meet Emily.
Emily values her work-life balance, and after a long day at work, she loves exploring Netflix's collection of shows and movies. She also enjoys catching up with her friends and seeks a way to both socialize and relax at the same time. Ideally, she envisions being able to quickly find content she enjoys and having the option to watch movies and TV shows on Netflix collectively with her friends.
After researching Emily's background and experiences, I was able to clearly define and identify the issues that needed to be addressed. This helped me define the project’s main objectives further to learn how Netflix can meet user needs.
01
Create a way for users to sort entertainment by genre, among other categories, in the 'My List' feature.
01
Create a way for users to sort entertainment by genre, among other categories, in the 'My List' feature.
01
Create a way for users to sort entertainment by genre, among other categories, in the 'My List' feature.
02
Design a 'Ratings & Reviews' section within the app so users can gauge their level of interest with a selection quickly before they begin watching.
02
Design a 'Ratings & Reviews' section within the app so users can gauge their level of interest with a selection quickly before they begin watching.
02
Design a 'Ratings & Reviews' section within the app so users can gauge their level of interest with a selection quickly before they begin watching.
03
Implement a Netflix groupwatch feature so users can stream and react to content simultaneously with their friends or family.
03
Implement a Netflix groupwatch feature so users can stream and react to content simultaneously with their friends or family.
03
Implement a Netflix groupwatch feature so users can stream and react to content simultaneously with their friends or family.
IDEATIon
With my objectives in mind, I then brainstormed ideas of the best practices to include among the new features.
Then I designed a user flow from opening the app to closing the app, including all the steps the user will have to go through to sort and customize their watchlist, invite people to join a watch party, and view and interact with reviews for each program.
This really helped me see more clearly what screens and functionalities I needed to come up with to make these features on the app as user-friendly as possible.
DESIGN
Now I needed to visualize and refine these ideas to test with users, following the user flow.
I started with creating a low-fidelity wireframe that I tested with 5 users. I performed concept testing on three of our target users, asking them to observe the low-fidelity sketch and provide input on accessibility and ease.
After receiving feedback, I noticed a pain point among each of the three features I was implementing.
01
The method of sorting genres in the 'My List' feature that I designed could only sort one topic at a time. This made almost no difference from Netflix's original limited sorted content, so I needed a way to sort by multiple topics at once.
01
The method of sorting genres in the 'My List' feature that I designed could only sort one topic at a time. This made almost no difference from Netflix's original limited sorted content, so I needed a way to sort by multiple topics at once.
01
The method of sorting genres in the 'My List' feature that I designed could only sort one topic at a time. This made almost no difference from Netflix's original limited sorted content, so I needed a way to sort by multiple topics at once.
02
While reviews could now be added on a page directly in the app, there was no visual indication of verified or credible reviews. With no restrictions, anyone would be able to add their ratings, which could lead to unhelpful or unnecessary comments. I needed to add a way to guarantee a system of credibility for reviewers.
02
While reviews could now be added on a page directly in the app, there was no visual indication of verified or credible reviews. With no restrictions, anyone would be able to add their ratings, which could lead to unhelpful or unnecessary comments. I needed to add a way to guarantee a system of credibility for reviewers.
02
While reviews could now be added on a page directly in the app, there was no visual indication of verified or credible reviews. With no restrictions, anyone would be able to add their ratings, which could lead to unhelpful or unnecessary comments. I needed to add a way to guarantee a system of credibility for reviewers.
03
The groupwatch feature could only be used for profiles under the same account, limiting access to all friends and family that could join. I needed to implement a way to share the invite externally with anyone, regardless of their Netflix account status.
03
The groupwatch feature could only be used for profiles under the same account, limiting access to all friends and family that could join. I needed to implement a way to share the invite externally with anyone, regardless of their Netflix account status.
03
The groupwatch feature could only be used for profiles under the same account, limiting access to all friends and family that could join. I needed to implement a way to share the invite externally with anyone, regardless of their Netflix account status.
I addressed these pain points in my mid-fidelity designs, taking into account the feedback from the user testing.
I also made sure to implement the original Netflix branding in the color theme, icons, typography, and layout. For the new features, I found it helpful to look at other apps with a 'Ratings & Review' feature and a groupwatch feature for guidance.
Finally, I am happy to share the high-fidelity prototype I created for my Netflix redesign app. I’ve kept my decisions based on the original Netflix style so that the new features would fit perfectly into the app.
You can view the final product here at Netflix Redesign App.
And here is a walkthrough of my final product:
Final Thoughts
Being the sole contributor to the project allowed me to take complete ownership and accountability for all the design decisions and outcomes, from the initial ideation and wireframing to the final design and implementation.
For this project, it was my first time working alone. This experience reinforced the importance of thorough research, clear communication, and meticulous attention to detail. I also learned to manage my time effectively, prioritize tasks, and adapt to unexpected challenges that arose during the process.
As the sole team member, I had to rely on my own skills and problem-solving abilities. This pushed me to seek out resources, explore new tools, and find creative solutions independently, fostering a sense of self-reliance and resourcefulness. I also found myself googling a lot, and I am so thankful to be continually learning new things as a part of the UI/UX community.
And although I worked alone, I actively sought feedback from peers and potential users throughout the design process. This taught me the importance of collaboration, receiving constructive criticism, and incorporating diverse perspectives to refine the design and address blind spots.
I really enjoyed the process, as it challenged me to step out of my comfort zone, make independent decisions, and trust in my design instincts. I can't wait to see where my next curiosity takes me!
Netflix: Reimagining the iOS App (Featuring Marvel Cinematic Universe)
Reshaping content organization and the watching experience in the Netflix mobile app.
Roles:
User Research, Market Research, User Flows, Wireframes, and Prototypes
Duration:
May 2023 - July 2023
Tools:
Figma, FigJam, Google Forms, Xtensio
Team:
Myself
Netflix is a popular streaming platform that offers a wide range of movies, TV shows, documentaries, and original content to its subscribers.
It provides a convenient and flexible way for users to access a vast library of content, allowing them to watch their favorite shows and movies at their own pace and on various devices. Netflix stands out with its personalized recommendation algorithm, which suggests content based on users' viewing history and preferences, enhancing the overall user experience. Moreover, Netflix's seamless streaming experience, user-friendly interface, and high-quality original productions have contributed to its widespread popularity. When compared to other streaming platforms, Netflix has a strong advantage in terms of content variety, original programming, and user-friendly interface, making it one of the leading choices for streaming entertainment worldwide. However, Netflix still faces competition from other popular streaming platforms, most notably because it lacks features shared by these platforms.
How might I design a more versatile app with multipurpose features that facilitates user needs and meets the competition of other streaming platforms?
RESEARCH
First, I needed to know more about Netflix.
Netflix was created in 1997 by Reed Hastings and Marc Randolph. Netflix has established itself as the market leader in the streaming industry, with a substantial subscriber base and a global reach. As of 2023, Netflix has over 232 million paid subscribers worldwide, making it the largest streaming service globally.
Netflix is characterized by innovation and a commitment to delivering high-quality and diverse entertainment content to its subscribers. The platform's user interface is designed to be intuitive and user-friendly, allowing for easy navigation and content discovery. In addition, Netflix offers a vast library of TV shows, movies, documentaries, and stand-up specials across multiple genres, catering to diverse viewer preferences.
But despite its popularity, Netflix has 2 main competitors: Amazon Prime Video and Disney+.
To know more about the market and Netflix’s competitors, I conducted a Feature Analysis. The major advantage Amazon Prime Video and Disney+ both have over Netflix is the groupwatch feature, which allows users to watch programs with their friends and family remotely. Additionally, Amazon Prime Video includes ratings for its movies, yet none of them have options for users to write their own reviews in the app.
Netflix
232 million subscribers
$31.6 billion in revenue
Launched in January 2007
STRENGTHS
Caters to a wide range of interest and genres
Provides personalized content recommendations based on user preferences
Offers a user-friendly interface with intuitive navigation
WEAKNESSES
Faces challenges in acquiring content licenses and has limited content availability
Does not have the most up-to-date content and has an inconsistent release schedule
Lacks an integrated review section
FEATURES
Categories
Amazon Prime Video
265 million subscribers
$25.2 billion in revenue
Launched in September 2006
STRENGTHS
Has exclusive deals on additional content
Allows users to watch content simultaneously with friends and family
Integrates user reviews within the platform
WEAKNESSES
Less user-friendly and more cluttered
Content discoverability is limited to content categorization and search functionalities
Has limited original content
FEATURES
Categories
Group watch
Reviews
Disney+
157 million subscribers
$7.4 billion in revenue
Launched in November 2019
STRENGTHS
Appeals to fans of all ages
Expands its content offering to original series and movies
Focuses on family-oriented content
WEAKNESSES
Has a more limited variety of non-Disney content
Does not cater to more mature or niche audiences
Lacks an integrated review system
FEATURES
Categories
Group watch
I now shifted my focus to understanding Netflix's target audience.
I constructed a set of online questions for Netflix users aged 18-24, the primary target audience. I wanted to know their habits with Netflix, how often they use the app, what they enjoy, dislike, and what they would love to see there. These are the main takeaways I gathered:
How often do you use Netflix, and which features encourage you to keep using it?
7 out of 12 interviewees said they use Netflix almost every day, and even if they don’t end up watching anything, they go on the app.
60% of the interviewees use the 'My List' feature on Netflix, and while they commended Netflix's categorization options, they wished this personalized experience was also available for the entertainment they add to their list.
What factors influence your watching habits or content selection?
Over 80% of the interviewees reported that they frequently search selection ratings externally before watching a movie or TV show, and an integrated review option was even suggested by 4 of them.
Finally, about half of the interviewees said they watched movies frequently with their friends or family across various locations.
When asked what features users would find helpful to add into the app, one user replied:
"I always leave the app just to see how the general public has reviewed something. It doesn’t affect whether or not I’ll watch the show but it’s helpful to know what I’m getting into. It’d be convenient if there was a feature for that within Netflix."
I then synthesized these insights to develop a detailed user persona to better reflect their needs and frustrations.
Meet Emily.
Emily values her work-life balance, and after a long day at work, she loves exploring Netflix's collection of shows and movies. She also enjoys catching up with her friends and seeks a way to both socialize and relax at the same time. Ideally, she envisions being able to quickly find content she enjoys and having the option to watch movies and TV shows on Netflix collectively with her friends.
After researching Emily's background and experiences, I was able to clearly define and identify the issues that needed to be addressed. This helped me define the project’s main objectives further to learn how Netflix can meet user needs.
01
Create a way for users to sort entertainment by genre, among other categories, in the 'My List' feature.
01
Create a way for users to sort entertainment by genre, among other categories, in the 'My List' feature.
01
Create a way for users to sort entertainment by genre, among other categories, in the 'My List' feature.
02
Design a 'Ratings & Reviews' section within the app so users can gauge their level of interest with a selection quickly before they begin watching.
02
Design a 'Ratings & Reviews' section within the app so users can gauge their level of interest with a selection quickly before they begin watching.
02
Design a 'Ratings & Reviews' section within the app so users can gauge their level of interest with a selection quickly before they begin watching.
03
Implement a Netflix groupwatch feature so users can stream and react to content simultaneously with their friends or family.
03
Implement a Netflix groupwatch feature so users can stream and react to content simultaneously with their friends or family.
03
Implement a Netflix groupwatch feature so users can stream and react to content simultaneously with their friends or family.
IDEATIon
With my objectives in mind, I then brainstormed ideas of the best practices to include among the new features.
Then I designed a user flow from opening the app to closing the app, including all the steps the user will have to go through to sort and customize their watchlist, invite people to join a watch party, and view and interact with reviews for each program.
This really helped me see more clearly what screens and functionalities I needed to come up with to make these features on the app as user-friendly as possible.
DESIGN
Now I needed to visualize and refine these ideas to test with users, following the user flow.
I started with creating a low-fidelity wireframe that I tested with 5 users. I performed concept testing on three of our target users, asking them to observe the low-fidelity sketch and provide input on accessibility and ease.
After receiving feedback, I noticed a pain point among each of the three features I was implementing.
01
The method of sorting genres in the 'My List' feature that I designed could only sort one topic at a time. This made almost no difference from Netflix's original limited sorted content, so I needed a way to sort by multiple topics at once.
01
The method of sorting genres in the 'My List' feature that I designed could only sort one topic at a time. This made almost no difference from Netflix's original limited sorted content, so I needed a way to sort by multiple topics at once.
01
The method of sorting genres in the 'My List' feature that I designed could only sort one topic at a time. This made almost no difference from Netflix's original limited sorted content, so I needed a way to sort by multiple topics at once.
02
While reviews could now be added on a page directly in the app, there was no visual indication of verified or credible reviews. With no restrictions, anyone would be able to add their ratings, which could lead to unhelpful or unnecessary comments. I needed to add a way to guarantee a system of credibility for reviewers.
02
While reviews could now be added on a page directly in the app, there was no visual indication of verified or credible reviews. With no restrictions, anyone would be able to add their ratings, which could lead to unhelpful or unnecessary comments. I needed to add a way to guarantee a system of credibility for reviewers.
02
While reviews could now be added on a page directly in the app, there was no visual indication of verified or credible reviews. With no restrictions, anyone would be able to add their ratings, which could lead to unhelpful or unnecessary comments. I needed to add a way to guarantee a system of credibility for reviewers.
03
The groupwatch feature could only be used for profiles under the same account, limiting access to all friends and family that could join. I needed to implement a way to share the invite externally with anyone, regardless of their Netflix account status.
03
The groupwatch feature could only be used for profiles under the same account, limiting access to all friends and family that could join. I needed to implement a way to share the invite externally with anyone, regardless of their Netflix account status.
03
The groupwatch feature could only be used for profiles under the same account, limiting access to all friends and family that could join. I needed to implement a way to share the invite externally with anyone, regardless of their Netflix account status.
I addressed these pain points in my mid-fidelity designs, taking into account the feedback from the user testing.
I also made sure to implement the original Netflix branding in the color theme, icons, typography, and layout. For the new features, I found it helpful to look at other apps with a 'Ratings & Review' feature and a groupwatch feature for guidance.
Finally, I am happy to share the high-fidelity prototype I created for my Netflix redesign app. I’ve kept my decisions based on the original Netflix style so that the new features would fit perfectly into the app.
You can view the final product here at Netflix Redesign App.
And here is a walkthrough of my final product:
Final Thoughts
Being the sole contributor to the project allowed me to take complete ownership and accountability for all the design decisions and outcomes, from the initial ideation and wireframing to the final design and implementation.
For this project, it was my first time working alone. This experience reinforced the importance of thorough research, clear communication, and meticulous attention to detail. I also learned to manage my time effectively, prioritize tasks, and adapt to unexpected challenges that arose during the process.
As the sole team member, I had to rely on my own skills and problem-solving abilities. This pushed me to seek out resources, explore new tools, and find creative solutions independently, fostering a sense of self-reliance and resourcefulness. I also found myself googling a lot, and I am so thankful to be continually learning new things as a part of the UI/UX community.
And although I worked alone, I actively sought feedback from peers and potential users throughout the design process. This taught me the importance of collaboration, receiving constructive criticism, and incorporating diverse perspectives to refine the design and address blind spots.
I really enjoyed the process, as it challenged me to step out of my comfort zone, make independent decisions, and trust in my design instincts. I can't wait to see where my next curiosity takes me!