Netflix Screening Rooms
Netflix* was looking to increase social activity and sharing on their site, with careful consideration for how members find, share, comment on, and co-watch titles.
The Netflix Screening Room: a space for watching Netflix titles, sparking conversation and creating connection between members that maximizes the multi-screen viewing experience. All without relying on a single social network.
Hanna Atkin, Andrew Camp, and Abigail Crispin
UX | UI Design • User Research • User Testing • Iteration • Presentation
Tools and Techniques
Surveys • Interviews • Competitive Analysis • Heuristic Evaluation • Concept Mapping • Affinity Diagrams • Personas • Task Analysis • User Flows • Sketching • Design Studio • Paper Prototyping • Wireframing • High-fidelity Prototyping • User Testing • Coffee
*A project as part of the User Experience Design Immersive at General Assemb.ly, New York. While the brief is fictional, all research, iteration, and testing is 100% real.
Through interviews and surveys, we set out to understand how people utilize and experience Netflix, how they select what to watch, how receptive they are to recommendations, and their preferences for engaging friends through social media.
Though most were hesitant to connect or share through social media, we learned that many people enjoy sharing in the viewing experience, in both in analog and digital ways. So, we considered platforms that allow people to view and comment on live-streaming content.
- 92% are unlikely to link their social media profile to their Netflix account
- Very few are comfortable sharing their personal watch list
- Many are paralyzed by too much selection
- Most only want recommendations from ‘real' or trusted friends
- Most use 'second screens' at least ‘some of the time'
- By 2017, Tech Crunch projects that social television will be worth $256 billion
To personalize the design process and guide new features, we created three personas ranging in age, background, and interests, but characteristic of Netflix members encountered through discovery.
Armed with data, feedback, post-its, and chalk, we hit the drawing board to develop features that met the client's goal to encourage social connection, while allowing members complete control over what, when, and how they share—100% independent of social media sites!
SKETCH & WIREFRAMe
We continued to refine potential features through design studio sketching, wireframing, and testing. Repeat!
Test & Iterate
Using higher-fidelity prototypes consistent with the Netflix brand, we observed people using these new social features, taking note of their paths and reactions, and peppering them with questions throughout.
- Promotional approaches were disruptive and copy was often ignored
- Motivations for connecting with people were unclear
- Ways to connect were confusing and hard to find
- Shared video conferencing was uncomfortable for some
Rather than introduce another social network, we created the Netflix Screening Room as a space to incentivize connection and social interaction. We also created features to allow viewers complete control over how and when they participate in the shared viewing experience.
The Netflix Screening Room: a space for watching Netflix titles, sparking conversation and creating connection between members.
Because, it's better together.
©2016 Andrew Camp