Case study 3 : Add a feature on Netflix
This is a case study about my third project during the Ironhack Bootcamp. This project last for 5 days !
1) Introduction
2) Empathize
3) Define
4) Ideate
5) Test
6) Conclusion
1) Introduction:
The Brief : Nothing is ever done is tech: all designs are iterative! Therefore you always can incorporate new features into some existing platforms based on user needs.The platform I chose is Netflix and more precisly the android mobile Netflix app.
Netflix was founded in 1997 by Reed Hastings and Marc Randolph in Scotts Valley, California. It is a streaming platform and a producer of original movies and series.They now have more than 200 million users.
2) Empathize:
In order to know what are the wishes of the user for a feature that will be added I conducted 5 short interviews that were focusing on: What do you like on the Netflix Mobile App? What do you dislike? What features do you wish to see appear?
The 5 interviews had in common the wish to share some shows with friends and to have reviews.
Then I did some research on the competitor’s brand. Netflix in Europe has 3 main competitors: Canal+, Disney+, and Amazon Prime Video.
I did some feature competitive analysis to know what the application propose and realized that Netflix was the only app that allowed the user to like content and to have a shuffle option.
So in the positioning market map, Netflix and all the competitors are quite in the same place but with the addition of a shared list with friends, the possibility to put some reviews on the content and therefore to have a category with some suggestions based on what your friends like, Netflix will be positioning alone between personal content and easy to use.
3) Define:
To be able to align a strategy and goals to a specific user group I create a user persona :
Meet Juliette’s she’s I25 years old graphic design, after a day of work she likes to go take a drink with friends and talk about the movies and series they like.
On the weekend, she likes to chill and watch movies and series while being on her couch.
-GOALS
Being able to share the movies/series she’s watching and to discover the one her friends like
-FRUSTRATIONS
She loses too much time trying to record what is the name of the series/film they talk about with her friends.
To visualize the process that my persona goes through I did a user journey’s map in which we are following Juliette on a usual evening she spends with friends.
It is time to define clearly the problem using the problem statement :
I made a quick user flow in order to have a happy path that the user will follow to be fulfilled.
I realized I was adding two features in one :
- First, the ability to share some lists together on Netflix with your friends.
- Second: The power of making reviews in order to have them on Netflix and to have suggestions based on your friend’s reviews
4) Ideate:
I made some low-fidelity sketches before going into mid-fidelity sketches. I sketch for an android app.
5) Test
I conducted 5 usability tests to have some feedback.
First I added two new pages that were missing for the user in order to have an easy-to-use flow. One splash page and one “add a profile page”.
Then I changed the icon in the navigation bar because here again, it wasn’t clear enough.
Here the final version of the mid-fidelity prototype :
Then I did an atomic inventory of the Netflix Mobile app so my high fidelity prototype of the app can be realistic. It also helps me to analyze the mobile app and how it was contructed.
And here we are : we’ve seen the low-fi, the mid-fi and now the High fidelity prototype :
So when you open the app you chose a profil : then you enter in the home page and you can choose a serie. You can look at your friend’s review than you can added to a shared list you share with your friends and you can share the link of this list so other friends can join ! You can also add a review to the series from the series info page or from the play screen directly !
6) Conclusion:
- Next steps : We could add a QR code to connect directly with your friends, add a QR code to every shared list to add friends easily and, add one page to show your friends connection
- Key Learnings : Fist project alone and it was super challenging ! I learn how to proceed to an atomic design audit, to do a high fidelity prototype based on an existing app and, how to use component, variant and animation on Figma.
