03

Netflix

03

Netflix

03

Netflix

Role:

User Research

User Flow

Journey Mapping

Prototyping

Team:

Independent Project !

Team 6

Timeline:

February 2024 - May 2024

Overview

As a college student who loves Netflix movie nights with friends, I encountered challenges staying connected during breaks or when friends were abroad. Existing tools like Teleparty and Zoom screenshare were clunky and distracting. This led me to create a seamless way for users to enjoy synchronized movie nights directly within Netflix.

Problem

While Netflix is perfect for solo viewing, users rely on third-party extensions for social watch parties, which disrupt the experience with issues like audio sync problems and the need to switch between apps. These tools detract from the immersive experience users seek.

Solution

I designed an integrated "Watch Party" feature within Netflix, allowing users to host or join watch parties without leaving the app. The feature includes synchronized video playback, real-time chat, and audio controls—all natively embedded into the Netflix interface.

Overview

As a college student who loves Netflix movie nights with friends, I encountered challenges staying connected during breaks or when friends were abroad. Existing tools like Teleparty and Zoom screenshare were clunky and distracting. This led me to create a seamless way for users to enjoy synchronized movie nights directly within Netflix.

Problem

While Netflix is perfect for solo viewing, users rely on third-party extensions for social watch parties, which disrupt the experience with issues like audio sync problems and the need to switch between apps. These tools detract from the immersive experience users seek.

Solution

I designed an integrated "Watch Party" feature within Netflix, allowing users to host or join watch parties without leaving the app. The feature includes synchronized video playback, real-time chat, and audio controls—all natively embedded into the Netflix interface.

User Feedback - Part I

User interviews revealed frustrations with third-party tools like Teleparty, citing issues with syncing and the hassle of switching apps. Users desired a native solution that kept interactions within Netflix, allowing for smoother watch parties and easier access to social features. This feedback underscored the opportunity to enhance the Netflix experience by integrating social viewing directly into the platform, improving user engagement and creating a more cohesive movie night experience.

POV Analysis

POV Analysis

Simplified User Journey Map

The graph shows the emotional ups and downs of travel planning. Inspiration and exploration bring excitement, but stress from budgeting and planning creates challenges. Our device starts helping at the first dotted line and offers the most support by the second, reducing stress and improving the travel planning experience.

Simplified User Journey Map

The graph shows the emotional ups and downs of travel planning. Inspiration and exploration bring excitement, but stress from budgeting and planning creates challenges. Our device starts helping at the first dotted line and offers the most support by the second, reducing stress and improving the travel planning experience.

Simplified User Journey Map

The graph shows the emotional ups and downs of travel planning. Inspiration and exploration bring excitement, but stress from budgeting and planning creates challenges. Our device starts helping at the first dotted line and offers the most support by the second, reducing stress and improving the travel planning experience.

Analysis

User feedback highlighted the need to balance personalized recommendations with intuitive simplicity. To address this, we refined icons, streamlined interactions, and integrated a voice assistant that offers natural, engaging support. This approach ensures easy navigation while providing tailored options, enhancing user satisfaction and reducing stress.

Ideating Solutions

I explored various layouts and entry points for the Watch Party feature, ensuring it would be easy to find and use from both the home screen and individual content pages. I tested different flows and refined designs based on user feedback, aiming for a balance between functionality and user experience.

Initial Prototypes

Chat Screen ver.1

Chat Screen ver.2

Explore Page

Itinerary Page

Initial Prototypes

Chat Screen ver.1

Chat Screen ver.2

Explore Page

Itinerary Page

User Feedback - Part II

During four rounds of feedback, users tested the initial prototype and provided critical insights after each iteration. Their feedback helped refine the design and address key areas for improvement:

  • Clearer Features: Simplified design elements made key features more understandable.

  • Consistency Matters: Consistent labeling and design patterns reduced confusion and improved the user experience.

  • Voice Assistant: Users valued the voice assistant for its ability to provide personalized recommendations and reduce stress during planning.

Each round of feedback guided iterative improvements, ensuring the final design fully aligned with user expectations.

The Final Design

The final design of the "Watch Party" feature integrates social interaction directly into Netflix. I created a user-friendly interface that makes starting or joining watch parties easy and intuitive. Users can invite friends and enjoy synchronized viewing without interruptions, while real-time chat allows for interaction without disturbing the content.

Chat Screen ver.1:

Engages users through a virtual assistant with voice input, featuring a waveform for a more interactive experience.

Explore Page:

Users can select interests to receive customized recommendations, with virtual assistant guidance available.

Chat Screen ver.2:

Enhanced chat design with text input options and a prominent "Build Your Trip" button, allowing users to plan directly from the chat.

Itinerary Page:

Provides users with a detailed, personalized trip plan and suggested nearby attractions based on preferences.

Chat Screen ver.1:

Engages users through a virtual assistant with voice input, featuring a waveform for a more interactive experience.

Chat Screen ver.2:

Enhanced chat design with text input options and a prominent "Build Your Trip" button, allowing users to plan directly from the chat.

Explore Page:

Users can select interests to receive customized recommendations, with virtual assistant guidance available.

Itinerary Page:

Provides users with a detailed, personalized trip plan and suggested nearby attractions based on preferences.

Explore Page:

Users can select interests to receive customized recommendations, with virtual assistant guidance available.

Chat Screen ver.1:

Engages users through a virtual assistant with voice input, featuring a waveform for a more interactive experience.

Chat Screen ver.2:

Enhanced chat design with text input options and a prominent "Build Your Trip" button, allowing users to plan directly from the chat.

Itinerary Page:

Provides users with a detailed, personalized trip plan and suggested nearby attractions based on preferences.

Conclusion

This feature bridges the gap between physical and virtual movie nights, enabling users to stay connected and enjoy movies together—no third-party tools required. By incorporating social features directly into Netflix, the platform becomes more immersive and user-friendly.

Reflection + Future Trajectory

This project highlighted the importance of seamless integration and user-centered design. Moving forward, I plan to expand social features based on user needs, ensuring that any additions complement Netflix’s core viewing experience without causing disruption.