Case Study : Netflix Mobile App
- IoanaT
- Dec 10, 2021
- 4 min read
A discovery case study for Netflix mobile application. My goal for this exercise was to discover new features that can be implemented in the platform. I’ve created this case study to sample how I would approach new features in existing application. All designs are created by myself using existing documentation and personal ideas.
1. About Netflix
Netflix is the world's leading streaming entertainment service with millions paid memberships in over 190 countries enjoying TV series, movies, documentaries and much more. I believe that what differentiates Netflix to other platforms such as HBO Go is: Netflix original movies and TV shows and content suitable for binge-watching.
Netflix main competitors are: HBO Go, Amazon Prime, Hulu, Disney+, YouTube, Apple TV.
2. High-level features
From my perspective, the Netflix mobile app is easy to use for non-tech people.
On the homepage, you get the list of movies/TV shows to continue watching, your list items and recommended TV shows, trending now, based on what you've previously watched etc.
You can filter both TV shows and movies based on categories such as action, anime, comedies, crime, dramas, romance, teen etc.
You can view the list of your saved titles to watch.
However, I can recommend some improvements based on my experience using the app.
3. Initial assumptions and research
To illustrate some ideas for new features, I have put myself in a user shoe. Here is my initial assumption:
Users would like to make better selections for potential TV shows/movies to watch.
I would use the following questions to assess if my assumption is valid and to draw some product enhancements ideas.
Note: The following answers are based on my own assumptions.
How are you deciding to watch a movie/tv show?
I watch the trailers first, especially for the newly added titles
I like to watch movies that star my favorite actors, I just search for their name using the search bar
I am guided by Netflix recommended titles based on what I've liked and my rating
I sometimes look at the rating and reviews from IMBD. I also use IMDB to save titles that I'll like to watch and are not available on Netflix
I depends on the mood that I have, for example if I am sad I'll like to watch something cheerful like a comedy
Do you watch again a movie/tv show that you liked?
Yes. I search for it using the search bar. I also check if I kept it in my favorite list.
What criteria do you use to save a title in your favorites list?
I saved the titles that appeal to me after I see the trailer. I usually delete the title if I started watching it. I don't like to have many favorite items in the list, because it is getting harder for me to find the title that I need (no option to search on the list or filter based on criteria).
Based on this responses, I can draw the following enhancements:
A customized list of titles
IMDB integration
A mood-based recommendation system
4. Proposed solutions
Integration with IMDB to see the rating (clickable link to the platform)
Create custom list based on predefined filters: watched list, typed. Select favorite actors and be able to get recommendation of movies starring them.
Have a mood recommendation TV show/movie based on a rating you give from smiley face (I am happy, I am sad, I am…).
AS IS (movie page)
TO BE (movie page)
AS IS (My list page)
TO BE (My list page)
Indications on custom filters
Click Filter and a list of filters displays:
By type: TV Shows, Movies, Documentaries [filter on existing titles in the list]
By actor: <type the name of your favorite actor in the search box> [to add new titles]
Watched [to see if
High Rated (like)
After selecting any of these, the user has the option to add the recommended title in the list. The user can create multiple lists based on the same filters or add in the existing one.
Indications on mood-based recommendation system
5. Next steps explained
After designing the wireframes, I would like to validate them with users/focus group. I would propose two variants of webpages and conduct A/B testing to compare which variant drives more conversions. After having a validated wireframe from my focus group, I would create a couple of realistic epics. Then, I'll outline product requirements that I'll validate with the UI/UX Designer - to check if the outlined wireframes are feasible - and Technical Architect (engineer lead) - to check the non-functional requirements and integrations that need to happen. After development is complete, I would test the working prototype with the focus group, to gather their feedback.
The hypothesis to be tested would be: "Based on the newly added improvements, users say that now they can make better selections for potential TV shows/movies to watch."
The experiment may contain a working prototype and a survey to document their opinion. The experiment will end with an open discussion with the focus group to better understand their feedback and if the solution proposed was helpful for them.
Notes:
This is a fictional design produced by myself.
The views and opinions expressed here do not reflect those of my employer or any other 3rd party I might associate with.
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