Netflix App — UI/UX Case Study
What is Netflix?
Netflix is a paid streaming platform that operates in almost every country in the world. Netflix contains movies, documentaries, series, and TV shows. Users who purchase a Netflix package will enjoy a variety of ad-free viewing that can be accessed anytime and anywhere.
Problem Statement
Starting from my experience as a netflix user, i am always confused in choosing the movie/series that i want to watch. Although netflix has a top 10 feature, it doesn’t reduce my confusion. Usually i always look at reviews on social media to find the movie/series i want to watch. By looking at reviews on social media, it can trigger me to watch the movie/series.
Design Process
Using Design Thinking in UI/UX case studies offers a user-centered approach to solving user-experienced problems.
Emphatize
For this case study, i use online survey and in-depth interview. An online survey was conducted to find respondents who meet the research criteria and find out how many users look at reviews before watching a movie/series on netflix app. While in-depth interview is conducted to validate assumptions made during the early stages of the design process. Collecting direct feedback from users to solve problems and ensure that design decisions are based on real user insights rather than assumptions.
Criteria Participants
- Netflix user active (At least watching 1 movie/series a week)
- Nationwide
- Male/Female
- 20–35 years old
Interview Participants
Define
At this stage, we get insight from users to find out what user needs.
Survey
From the survey results, more than 90% of users look at reviews before watching a movie/series.
Affinity Diagram
After collect the data, then categorize the data to make it easier to classify the problems and scope that we see more clearly.
User Persona
A user persona is created to describe a user in Netflix app and ensure decisions are made according to their needs and preferences.
Journey Map
The journey map is created to understand how users interact and their behavior when using Netflix app and find movie/series they want to watch.
Ideate
After defining the problem, this stage is carried out to find and determine ideas/solutions to solve the problem. And than several priorities and potential impact on problem solving were identified.
Rating information will be obtained from the accumulation of reviews that have been made by users.
User Flow
In this feature there will be 2 flows in seeing the reviews that will help users in choosing the movie/series they want to watch.
Information Architecture
The information architecture helps in designing an intuitive layout and navigation so that users can easily find the information they are looking for. With an organized structure, users won’t get confused or have trouble moving between pages or app features.
Prototype
At this stage, mid-fidelity wireframe and mockup has been created to visualize the ideas that have been determined.
Wireframe
Before the Mockup creation stage, i created a simple visual representation of the layout and basic structure of the review feature at Netflix app. Its function is as an initial design that is used to describe the main elements of the user interface.
Design System
Design System created as a guideline when designing prototypes later, such as the use of color, typography, components, and others.
Mockup
This is the final look after the wireframe, in which the user interface elements are graphically designed and colored according to the Netflix app.
Reviews Feature
When a user interacts with the reviews feature for the first time, it will automatically connect to their netflix account.
Register Page
In this section user must fill in according to the profile they want.
Reviews Page
Users can see the reviews in this section. In addition, users can comment on reviews from other users, with the purpose of knowing that there are other users who have the same point of view regarding the movie/series being reviewed.
Write Review
User can write a review after watching a movie/series.
Profile Page
Users can see the reviews they have made in the profile section.
Movie/series selection page
User can also see the reviews in the movie/series section that they have chosen.
Interaction Prototype on Figma
Testing
Usability Testing
The final stage is to carry out Usability Testing with participants. The objective of doing this UT is:
- Users can see movie/series reviews and ratings on the Netflix app.
- Users can write reviews and give ratings related to the movies/series they have watched.
The criteria for participants who do UT are:
- Netflix User (difficulty deciding which movie/series their want)
- Nationwide
- Male/Female
- 20–35 years old
Flow 1 — Task 1
Melihat Review
Anda merasa kebingungan untuk memilih film/series ketika ingin menonton.
Anda memutuskan untuk melihat review terlebih dahulu sebelum menonton. Anda melihat 1 review di timeline yaitu review Series Alice in Borderland.
Findings
- One of the users asked how the filtering of the reviews on the timeline, because the user did not know how the algorithm came out on their timeline.
- One user explained that the “review comment” feature is unnecessary, because it is better to focus on writing reviews than having to comment on other users reviews.
Opportunity
- Conduct research again related to the filter system on the timeline.
- Re-analyze the review comment feature.
Flow 1— Task 2
Menulis Review
Anda akan menulis review setelah selesai menonton film/series.
Findings
One of the users provided feedback to add a maximum character limit for writing reviews. So that they can write a concise, clear, and straightforward review, which will make it easier for them to read the review.
Opportunity
Create and explain the 200-character maximum limit information when writing a review.
Flow 1 — Task 3
Melihat Profile
Setelah menulis review, anda melihat hasil review pada profile anda.
Findings
All users were satisfied with being able to see their own reviews on the profile page, and being able to edit their reviews if there were any mistakes in writing.
Flow 2 — Task 1
Memilih Film/Series dan Melihat Rating & Review
Anda memilih series ONE PIECE Live Action. Anda melihat rating dari series ONE Piece Live Action dan ingin melihat reviewnya.
Findings
All users are satisfied with the rating information and also see the reviews directly in the selected movie/series section. It can make it easier for users who find it difficult to choose a movie/series.
One user wanted to see the results of his review, but there was no profile feature on the selected movie/series review page and had to see it on the “Review” menu on the homepage. According to the user, it is too complicated to go back to the homepage because there are some users who are narcissistic and want to see their reviews immediately after posting them.
Opportunity
Add a profile feature to the review page of the selected movie/series.
Completion Rate
Overall, user can complete tasks from both flows smoothly and they are happy with the existence of 2 flows in viewing the reviews. I still make 2 flows in this feature to help users solve problems when they are confused about which movie/series they want to watch.
What did I learn?
What I learned during the UI/UX case study work is that every process is very important including the design process. With the beginning of the problem from my experience as a user of the application, then developed when I did research to find out what user needs are. Not only that, I also understand the importance of iterating on every product improvisation that I will make to refine and improve the quality of the application based on user feedback, data analysis, and test results. This helped me a lot in troubleshooting to improve performance and overall user experience.
However there is still much to improve on the case study, feel free to leave feedback or suggestions.
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Thank you🚀
