Netflix Screening Rooms

 Netflix Screening Room: a space to watch and talk about your favorite Netflix titles with your closest friends. Because, it's better together.

Overview

Client Brief

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 Solution

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.

TEAM

Hanna Atkin, Andrew Camp, and Abigail Crispin

My Role

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

Timeline

11 Days

*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.

 

Discovery

  Early affinity sketch based on what we learned through user interviews.

Early affinity sketch based on what we learned through user interviews.

 

RESEarch

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
 
  The early stages of mapping member characteristics, concerns, and preferences.

The early stages of mapping member characteristics, concerns, and preferences.

 

Personas

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.

 

ideate

identify features

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!

  Exploring concepts, incentives, and potential features.

Exploring concepts, incentives, and potential features.

 

SKETCH & WIREFRAMe

We continued to refine potential features through design studio sketching, wireframing, and testing. Repeat!

  A sample sketch from a design studio exploring ways of integrating new social features into the existing Netflix interface.

A sample sketch from a design studio exploring ways of integrating new social features into the existing Netflix interface.

  A sample sketch from a design studio exploring ways of integrating new social features into the existing Netflix interface.

A sample sketch from a design studio exploring ways of integrating new social features into the existing Netflix interface.

  Preliminary wireframe sketches of the screening room experience.

Preliminary wireframe sketches of the screening room experience.

  Sketches translated into higer-fidelity wireframes, including video conference and chat features.

Sketches translated into higer-fidelity wireframes, including video conference and chat features.

 

Refine

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. 

Findings

  • 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
  Promoting new features through pop-up windows was too disruptive.

Promoting new features through pop-up windows was too disruptive.

  The latest version features integrated graphics, concise copy, and clearer way-finding.

The latest version features integrated graphics, concise copy, and clearer way-finding.

  Some members were uncomfortable with video conferencing features.

Some members were uncomfortable with video conferencing features.

  The latest design includes features that give the viewer full control over their viewing experience and participation preferences.

The latest design includes features that give the viewer full control over their viewing experience and participation preferences.

SOLUTION

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.

 

Delivery

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