Netflix Playlist Case Study
Capstone 2
Tools: Figma, Miro
Role: UX Designer
Length: 2.5 Weeks
Launched on August 29, 1997, Netflix is a subscription based streaming service and production company. Ultimately becoming one of the biggest streaming platforms in the world. There’s many things Netflix does right, however, there's one feature Netflix lacks. This feature is Netflix’s “My List”. With the “My List” feature, users add and save content to their “My List”. However, doing so piles on content making it unorganized and difficult to find for users
Problem
Netflix’s “My List” feature lacks depth and customizability for all users and it's only made for each specific user rather than sharing to all users. In addition, this current “My List” feature only allows for only one list to be modified which lacks organization, making its users select the “My List'' tab and scroll through the whole thing to find what they need to watch. With my feature “My Playlists” it would organize content through the users and encourage users to actually use and share their playlists.
Research Goals
We want to understand what layout and format using Netflix’s UI is the best way to implement this “My Playlists” feature. Should it be separate? Should it replace “My List”? Or should it be incorporated within “My List” to avoid confusion? Lastly to understand how we can maintain the correct flow and ultimately make this feature implementation successful.
Competitive Analysis
I conducted a competitive analysis to find out and learn how other successful streaming services function and attract their user base. And then in turn use that research and inspiration to create an even better feature.
Interviews
Number of participants: 4
Gender: 2 Males & 2 Females
Age: 18-27
Summary:
All participants were curious and definitely interested about adding a customizable Netflix Playlist. All interview participants expressed that they really would like the ability of also having multiple playlists that can be also shared much like Spotify’s playlist feature that is also shareable. However, they do want a more organized version than how Netflix typically organizes its many different pages. Much more in line with how Hulu and HBO organizes their specific layout while still retaining that Netflix UI feel.
Persona
Netflix Sitemap
The sitemap was the key form of information architecture in that it allowed me to see how I can swiftly implement this feature without ruining the page flow of the current Netflix app by substituting the “My List“ feature into “My Playlists”.
Low Fidelity Wireframes
High Fidelity Prototype
Affinity Map
The usability test helped shape how I could visually reorganize the app flow and how I could turn their feedback and experience into a plausible iteration where users could feel comfortable without any setbacks.
High Fidelity Wireframe
The main challenge when finalizing this high fidelity wireframe was implementing it through Netflix and Apples UI. I managed to implement this through keeping the same flow for the playlist addition as well emulating the “Add to Playlist” page similar to the search page of Netflix. As well as incorporating Apples UI to my advantage through a simple pop up screen to help users navigate the app more easily rather than learning something all over again.
Conclusions
Due to time limit on two weeks I was limited, however I would like to make more pages and a more in depth experience
More testing to find out more user issues and understand user preferences
Expand on a share feature within the playlist feature and also expand on the customizability of playlists with smaller details.