Project Overview
I along with three other team members took on the challenge of redesigning Netflix’s non-member homepage.
The Problem:
We Have observed that Netflix isn’t personalizing the sign-up process which is causing a lack of conversion.
The Solution:
Our team believes collecting browser history data from potential users will achieve a more personalized experience.
My Role:
Proto - UserPersona | Competitive Analysis | Affinity Diagram | User Insight | Problem Statement | UX Scenario | Storyboard | Lo-Fi Sketch | Mid-Fi Prototype | Hi-Fi Prototype | Complete User Testing Plan
Tools:
Figma, Miro, Google Drive (Docs, Slides, Sheets) Invision, Slack, Zoom
Research
Empathize & Define
Empathize
During this phase, we begin by conducting an interview with the stakeholder. After the interview, the team collaborated to create a proto-persona. The proto-persona is a description of the target audience based on the assumption of the stakeholder. After the creation of the proto-persona, we begin conducting our user interviews. Using this research method gives us a better understanding of what the users are doing, thinking, and their feelings during the process.
Define.
At this stage, the team and I gathered the artifacts from our research methods to define the goals and objectives for the user experience. As we dig deeper into this stage, I was tasked with collaborating with a teammate to complete a competitive analysis. We conducted a virtual brainstorming session where we fleshed out our affinity diagram in order to organize the data and ideas during the session.
With all the key components aligned, we were able to produce a problem statement that was concise to the description of the design problem:
“We believe collecting browser history data from potential users will achieve a more personalized experience. We have observed that Netflix isn’t personalizing the sign-up process which is causing a lack of conversion.”
User Insight
Marco Gibbs, a thrill seeker, needs adventurous content to keep him inspired to constantly push himself and reduce the fear of being complacent.
During Interviews, we discovered that uninteresting interfaces tend to drive new users away. We believe that this is due to a lack of engaging content and that we might be able to help if we include a way to better understand the user. We might do this by gathering data from their browser history. Doing this will allow our product to create a personalized experience.
Ideate & Prototype
Ideate (Storyboarding)
In this phase, we begin the ideation process by developing a visual story that is related to the problem are user is facing. We use storyboarding to explore a user’s experience with the product.
Prototyping
I was tasked with a teammate to convert a Lo-Fi sketch into a digital wireframe. My wireframe was to be used as a mock up of the interface to be validated by the users. My team members conducted rapid remote moderated user testing to measure the prototype’s usability.
User-Centered Solution
After intense testing, iteration, and validation of our design, our team was able to flesh out a user-centered solution to solve Netflix’s new user conversion.
The steps before the final design included:
User Flow
Multiple Clickable Sketches
Analyzing Usability Test Results.
Final Thoughts
UX/UI designing is not a linear process. Keep your eyes on the problem and iterate throughout the entire process as soon as possible. Iterations are major parts of the WHOLE design process.
Lastly, I would include an access button so that users will have the opportunity to grant permission, or not grant permission for Netflix to access their browser history.
My teammate did a very excellent job bringing this together. I wish them the very best in all of their current and future endeavors.