About the product
Netflix is a large streaming entertainment company that has over 200 million subscribers in more than 190 countries, making it one of the most popular streaming services in the world.
Main project goal
The primary objective was to effortlessly integrate a fresh and exciting feature into the existing Netflix interface that empowers users to rent movies that are not currently available on the platform
Background
Netflix has always provided consistent entertainment for its users but new user acquisition slowed when Apple and HBO joined the competition. The company wanted to enhance the experience of existing users, who often use multiple platforms to gain the best user experience. That's why it was decided to seek new ways to implement new features seamlessly to increase customer acquisition.
Challenge
This project was created as a part of a hackathon. We had only 2 days to come up with a realistic design problem.
Project goals
- Attract new users to the platform.
- Introduce users to the new feature seamlessly.
- Explore new ways to encourage user retention on the platform
Discover and Research
To understand the current market offerings in the entertainment industry, I analyzed and evaluated Amazon Prime, iTunes, and Youtube Films. By gathering feedback and information from their existing processes and user ratings, I identified areas for improvement and key features that were lacking in the existing systems that I could enhance on the platform.
Competitor analysis insights
All competitors make use of the direct payment option for purchasing shows and movies. Some competitors allow at most a 30-day rental period and 48 hours to complete the movie after starting it.
Scoping
For renting shows on their platforms, all competitors allow the use of different devices, but due to time constraints, it was not technically possible to design for multiple devices at the given time. I have decided to go forward with designing the web app in the first version.
Concept Wireframes
I decided to have two directions, which can enhance user acquisition and allow users to enjoy their favorite shows for longer periods.
It seems logical to explore an option that promotes customer acquisition for the company while granting users benefits.
Decisions
Though all the competitors put the rental price just below each movie, for our product, that doesn’t align with our design system, so I decided to go forward with having the price in the movie details screen.
Though all the competitors rent out their movies for 48 hours, that doesn’t look fair to most users, as a lot of them often have busy schedules, so I decided to go forward with an option to stream your favorite shows for 5 days.
Interactive Prototypes
Usability Tests
Usability test insights
All users said that the payment process was too fast and not to their liking. Most users also implied a lack of understanding of Netflix loyalty points.
Some users didn't notice where the newly rented show appeared. Users also mentioned that they liked having a feature to rent new shows.
Iterations
Delivery
Final designs
Here are some of the final designs.
Results
To better test the prototype in the future, our testing would be focused on the customer satisfaction rate and customer lifetime value. This will help us understand how the users adapt and make use of the Netflix Loyalty Points.
