Introducing Netflix shop in the Netflix app

Integrating Netflix shop with an aim to offer users a convenient shopping experience without compromising its primary function as a streaming platform.

Disclaimer: This is a personal project, there was no association with the platform for this project.

Design process:

I followed the fundamental design process as it aligned with the solution’s explanation.

What is Netflix?

1. Netflix is a leading streaming service known for its extensive collection of movies, TV shows, documentaries, and more, available for on-demand viewing.
2. Users can access and enjoy Netflix’s diverse content library through an online platform, providing convenient and flexible entertainment options.
3. Netflix is renowned for its original programming, featuring highly acclaimed series and films that have garnered significant praise from audiences and critics alike

What is Netflix shop?

https://www.netflix.shop/

1. Netflix Shop is an online store introduced by Netflix, offering a wide selection of merchandise based on popular Netflix shows and movies.
2. Fans can explore and purchase various products, including clothing, accessories, collectibles, and home decor, that are inspired by their beloved Netflix content, allowing them to express their passion and connect with the brand in a meaningful way.

Let’s start by gaining a clear understanding of the problem at hand.

• In September 2021, Netflix introduced its shop on the web to showcase its collection of series/movie titles through posters, collectibles, merchandise, and more. However, it was observed that the shop was not yet available for the mobile version.
• So, here we have an opportunity to introduce a new feature of Netflix shop within the app, allowing users to shop conveniently while ensuring that it complements the primary streaming experience.
• This addition aims to enhance Netflix’s revenue and engagement through the shop business. Our focus is to prioritize seamless user experience in watching favorite shows and movies while seamlessly integrating the shopping feature.

Assumptions for the problem statement:

• The Netflix shop is to be included in its current streaming app.
• The browsing experience for Netflix shop should not interfere with the video streaming experience.

How do these 2 apps perform with the same approach?

I conducted a quick analysis of these 2 apps that combine entertainment content and shopping features to understand how they handle these functionalities.

Observing them, I noticed that they both had a similar approach in their user interface, with a bottom navigation bar that included a dedicated “more” option that led users to the shop section.

Here is my first approach:

• However, upon further understanding of these options, it became clear that these navigation links were intended for users to select between different streaming genres or categories.
• Therefore, including the shop in this section was irrelevant as it could potentially divert users’ attention from the main purpose of the app.

Got a 2nd approach too:

• Based on the analysis and observation, if the shop option is under the profile section that would make it less visible and prominent, potentially causing users to miss it altogether.

This 3rd approach for was created for more prominence:

• In this approach, adding the shop feature to the bottom navigation bar might make it crowded and messy because there are already five options present.

• So, to make room for the shop feature, we can replace one of the less frequently used options and move it to the profile section. This way, the shop feature will have a visible spot, and the less-used option will still be accessible in the profile section.
• But it is still unclear which one should be replaced. To determine that, we need to understand the functionality and purpose of each one.
  - Games: Netflix now offers its own games, providing a unique way to engage users and differentiate from competitors. With 32 titles already available, subscribers can download and play these games on their mobile devices. The game catalog will continue to grow, reaching 50 titles by year-end.
  - New & Hot: This section on Netflix displays upcoming shows and movies. It includes helpful sub-sections with release dates, synopses, and trailers. Users can also set reminders to be notified when a specific title becomes available.
  - Fast Laughs: It offers a video feed showcasing short clips lasting 15 to 45 seconds similar to tik-tok, user can react, add to the list, and share these videos, offering a convenient way to explore a wide range of movies and shows without leaving the platform.
  -Downloads: The Downloads tab in Netflix has been well-implemented, featuring smart downloads and easy access when offline.
• However, since the downloads tab requires fewer user actions, it can be a suitable tab to replace the shop tab.
• We will not remove the downloads option from the app. Instead, we will move it to the profile section, ensuring it remains accessible even with fewer user actions or less frequent use.

Final approach and Shop flow:

Once the user clicks on the shop tab, the screen switches to the Netflix shop from where they can explore options and purchase an item they wish for.

The payment flow will select the default card that is been added for the Netflix membership billing.

Furthermore, introducing the Netflix shop on the app can be done through mobile and email notifications, other options can be showcasing a short flow on social media.

My learnings:

• Understand the current design: It was very important to understand the current design of the app and its functionality to avoid making changes with assumptions.
• Keep iterations within the limit: Take minimum ideas with valid reasons for the iterations and not just focus on visual appearance.