Client - Character XYZ
Project Timeline
• White Paper Research & Running interviews (Day 1-2)
• Heuristic Evaluations (Day 1-2)
• Concept Flows & WireTests (Day 3-4)
• Mocks & Hi-Fi Prototype (Day 4-5)
Project Prompt: “Redesign a specific feature or section of the Netflix website/app. The focus is on developing a responsive, user-friendly, and globally appealing interface. This challenge will assess your ability to empathize with a diverse user base, innovate in responsive design, and engage users from various cultural and geographical backgrounds.”
Timeline - 5 days (November 2023)
“POSTER”
by Ari Zelmanow
Why did i choose Netflix Games?
I was allotted only 1 day to figure out a feature/section to work on. Since Character XYZ ventures in the gaming space, i wanted to zero in on a project that would align with their interests.
Project Preface - Tackling “redesign” projects is banal, but putting some of my recently gained design knowledge to the test was an opportunity i was intrigued by and i was curious to see where it would lead me.
Full disclosure, my project outcome was perhaps one of the many already brainstormed solutions at one of Netflix’s workshop sessions.
Project Framework Utilized
“POSTER”
A business-centric problem solving framework by Ari Zelmanow.
Putting my research findings in “POSTER”, a problem solving framework i learned recently
(P)roblem:
Netflix has roughly 248 million subscribers with about 40% of those (110 million) users being active on the streamer’s mobile platform. Only 1% of its total users engage in the platform interactively.
(O)utcome:
Brand awareness and user adaptability/adoptability for the business. Curbing losses suffered in fiscal year 2022 remains in focus. Netflix is trying to distinguish itself from competitors. Indirect competitors also include TikTok and Epic Games’ Fortnite.
Growth
This should not be a factor currently for Netflix as it has made clear that it’s gaming business model is built for long term success - to timeline it in the words of it’s CEO “5 or 10 years…”
(S)olution:
Netflix should be looking for 3 success markers in its latest venture, 1. Growth 2. Value 3. Adaptability & Adoptability
Value
There is a slight concern for Netflix from its indirect competitors such as TikTok, which Netflix themselves have said they look up to in terms of user engagement metrics. Keeping this premise in mind, they launched Netflix Gaming in an attempt to add more value to their brand.
(T)imeline:
Netflix frames it’s latest venture as a 5-10 year long project given the gaming industry’s depth and potential value.
(E)vidence:
Only 1% or 2.2 million users have engaged with the platform’s newest venture. My interview participants reflected this statistic(4 of 5). Below are their user journey touch points from the heuristic evaluation i ran.
Problem Statement - Streamer
The strong mental model of the existing user leads them to only look for movies/tv shows, which makes the more interactive media the least of their concerns.
Adaptability/Adoptability
So what happens when there’s a lack of awareness and engagement from its intended audience, the brand as a whole starts eroding in it’s value with the user. Maybe there isn’t enough engagement because the user doesn’t care about it or maybe because the user doesn’t know about it. User awareness was lacking and was very evident when I interviewed some users. What can Netflix do to make it easier for its 248 million users and potential million others to engage, adopt/adapt to its newest venture?
Problem Statement - Mobile Gamer
It takes a potential new user nearly a minute to find Netflix’s gaming section which is burrowed in on the home screen with a sea of its visual media.
UX issues identified
Strong existing mental models
User cognitive overload (“home” content)
Netflix’s Games branding is weak, Game CTA’s are not emphasized (causes some users to miss it entirely)
(R)isks:
By not having a strong brand ala gaming awareness amongst their active and potential users while spending money on original game titles that makes the business essentially lose money, surely it looks as if Netflix can afford to not make any profit off of it’s gaming business yet. But-
the major risk is when even it’s brand awareness is not clear to the user, and clearly failing in the market; what does that say about Netflix as a whole? There’s certain risks you have to curb/mitigate when you are at a trailblazing level of a corporation like Netflix, at least in their primary venture(streaming).
Netflix gaming has chalk full of potential in the market, but we would hate to see it end up like the McDonald’s McPizza.
How might we
Shift the mental models of the user and also reduce the Time on Task(ToT) for the user to quickly game on Netflix in a sea of visual media.
Ideation/Flow Concepts
Flow Concept Goal - Find the most intuitive route for the user to Netflix Games.
FloCon #1 - Bottom Navigation Route
FloCon #2 - Profile Selection to Media Selection Route
User Test Finding
Catering to the new users post onboarding -
Profile screen toggle to “Interactive - Gaming” led the user straight to the Games home screen. I found little to no annoyance from the new user, whereas some EXISTING users felt bothered by the option every time they opened the app. They did however like the option to switch from the top navigation.
FloCon #3 - Top Navigation Media Switch Toggle
Merging FloCon #2 and #3, this Final Concept achieved an intuitive symmetry effective for both existing and new users
My Design Rationale to keep the Profile Selection Switch Toggle -
Demands brand awareness from user - No more excuses “oh i didn’t even know Netflix had games bro” (actual quote from my friend)
Completely Optional - Maybe we provide a “turn off” option in settings for users that only want viewing options OR users are only shown the onboarding switch toggle if they haven’t opened the app for a long duration of time - reminding/refreshing users to a whole new media option.
Final Prototype
Reducing click rate, the user is made aware of Netflix Games right from profile selection
Interactive switch toggle serves as the intuitive bait for both new and existing users.
Minimally disrupting the native experience for the user by keeping the Information Architecture intact
It took me a few iterations to figure out how i could potentially consolidate tabs. If efficacy was the goal, this consolidation change really drives towards it.
Utilizing user mental models via interactivity to maintain efficacy
User psychology(user mental model) looks for bottom and top of the screen for directions. Exploiting that fact i designed an option to change media from the top navigation via switch toggle, mid - browsing.
Consolidated Top NavBar
Current Top NavBar
