UX Research and Visual Design

Netflix

Enhance the"My List" feature allowing users to create, organize, and share their lists.
*Not affiliated with Netflix*

Mobile version coming soon!

Responsibilities

Project Manager

User Research

Timeline

 2 weeks

Tools

 Adobe XD

 Google forms

Prototype Link
Go to Netflix prototype

Overview

Realizing its users were not satisfied with the lack of customization in Netflix's current 'My list' feature. My team chose to enhance the 'My List' feature for the Netflix desktop website. Our 'My Lists' feature allows users to create multiple lists to organize and store content that makes sense for the user. We also created a way for a user to share a list with another user and add the list to their account.

My Role 

I was the Project Manager, which included documentation of all deliverables, brainstorming sessions, user data, and organizing timelines.

I was the co-chair of the user research team and created a research plan, conducted user interviews, created a user survey, data synthesis, and created our primary proto-personas.

I assisted with the design of UI elements, functional prototypes, and usability testing.

About Netflix

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Netflix was launched in 1997 as a website offering unlimited DVD rentals and has turned into the industry leader in online streaming, allowing its users to watch television shows and movies on their devices instantly. Now boasting over 183 million subscribers worldwide, Netflix is fulfilling its goal of occupying half their library with original content. 


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Current 'My List' Feature

Netflix currently allows its users to add shows to a general 'my list.' Inside the 'My List' tab is an endless scroll through titles that have been added to the queue with no organization or categories.

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GIF of the current "my list' in Netflix

Netflix's current feature places all favored titles inside one list.

User Research


Why is this redesign necessary?

We conducted surveys and interviews to determine user's feelings about the Netflix application.

Quotes from user research

Research Methods

Hover to learn more
Collected information about
- streaming routines
- pain points of streaming
- favorite features
- content sharing habits
- thoughts on Netflix's "My List"
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Compiled data into 2 user
personas to represent how
different users might interact with
the website based on their goals.
Analyzed responses from surveys
and interviews to determine users
goals and frustrations.
How can you...
- save content
- share content
- organize content
on services like Hulu, Spotify, Tidal,
Youtube.
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Interview topics and research insights. Some insights include: users trust recommendations from friends and family but have trouble keeping track of those recommendations and they want their lists to be more organized


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Personas

After doing our due diligence and collecting information from real Netflix users, we were able to compile this data into two user personas to represent how different users might interact with the website based on their goals.

Proto-Persona Danielle. She wants to be able to share her lists with friends so they have more to chat about
Proto-Persona Mark wants to create his own lists

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Project Goals

Netflix needs a more comfortable and effective way for Netflix users to manage the 'My list' feature to better organize and share movies and tv show recommendations.

By designing a new 'My Lists' feature to incorporate creating and editing capabilities we will streamline the experience of organizing and sharing movies and tv show recommendations.


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Our Features

Our team designed three new features that would address the goals and needs of users.

Create and Edit Lists

Our team created functionality allowing users to create new lists and edit list names, allowing for a better organizational scheme inside the platform.

Share Lists

Users can share lists with their friends via the share button located next to a list.

Receive and Save Lists

Users have the option to save lists that have been shared with them. Each list is labeled with the creator's name.

Ideation

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Netflix's current feature allows users to add titles to a singular list, creating clutter and disorganization within the list. We knew that designing a way for users to organize content would be crucial in removing this pain point.

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Now that we had an idea for our feature, we needed to decide how people would access it. We decided that we needed to change the tab's language for the tab on the main navigation bar from 'My List' to 'My Lists' to acknowledge that users could access their own and their friends lists on this page.

New website navigation bar that changes "my list" to "My Lists"

User Flows

We built a user flow which incorporated our features into the existing Netflix user flow. Each item in grey represents a segment of Netflix's current flow. The area in red is the team's addition to accomplish the user's goals. We created multiple user flows to represent the 3 new features we added.

With our solution users would be able to share list's with friends and add friends list to their account.

The 3 user flows
click the image to view more user flows
Initial sketches

Design

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Starting with Sketches + Wireframes

After synthesizing the research, highlighting problem and solution statements, and creating user flows, we began working on visuals through sketches. We focused on sketching the screens that were directly related to the new features we wanted to implement. These sketches demonstrate our initial ideas about how to implement the create a list feature.

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Prototypes & Iterations

A/B Testing

We used the wireframe to A/B test methods of separating personal and friend-shared lists. We tested if users preferred the 'My Lists' and 'Friends Lists' on the same webpage, or if they liked separating the lists into two pages navigable by sub-headers. We discovered that most people preferred both lists stay within the same webpages so we developed the UI in the next iteration.

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Test A where there is a toggle between "my list" and "friends list"
Option A: 'My list' page with two separate tabs at the top of the page.
Test B which users preferred, showing "my list" and "friends list" on the same page
Option B: 'My List' page with Users preferred a single page design.
Iterations: medium fidelity upgrade. Created a flow for when user receives friend list. More icons. Developed UI

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Prototype & Usability Testing Round 2

We also discovered that users did not think adding a description to the lists were necessary so we removed the feature. Users were also unsure if their tasks were completed, and requested more visual cues and confirmations for each step in the process, we added hover states to indicate next steps.


Original edit list with description
We noticed the users were not interacting with the description.
New edit list where we removed the description function.
So when iterating we decided to remove the description function.
Prototype 2 iterations: add confirmations and visual cues to guide next steps, developed the search function flow, delete description features for created lists

The Final Prototype

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For our final prototype, we built out the search feature further, added color to indicate visual cues within action icons, and further developed the link-sharing feature through text message, so our user could understand and enjoy their Netflix experience. Below are videos of the 3 features we added as well as a link to the prototype.

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Check out the Prototype
in its current state

Creating a New List

Users now have the opportunity to add titles to multiple lists. List names can be customized.

Users can share their lists using the share button.

Receiving a list

Users can receive lists from friends. Netflix will save those lists under the "Friends List" tab.

Creating a New List

Sharing a List

Receiving a List

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Next Season

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While the users we interviewed use a computer to stream Netflix, streaming on a tv and mobile device is also very common. Therefore my team would design the 'My Lists' feature for the mobile and web application as well.

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We would also like to expand our added feature within the search page so a user could search for others’ playlists. This would allow a user to search for friends’ lists not directly sent, or for public figures’ lists they would be curious to watch.

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Lessons Learned

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This project was my first large project using Adobe XD and I can proudly say that it is now my software of choice. My favorite part of the software is its prototyping abilities, I am able to get an accurate sense of what the application would look like because of the many interactions available.

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I'd love you to check out more of my work!

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