Netflix
Increasing user sign-ups on Netflix Non-Member Homepage
Type: Website
Duration: 6 weeks
Team: 5 team members.
Role: UX Designer, UX Researcher.
Tools: Figma, Miro, Invision, google forms
Context
What is the Netflix Non-Member Homepage?
The non-member homepage is the page visitors see when they open the Netflix website. The aim of this page is to contain all the information visitors would need that would convince them to eventually sign up on Netflix
Problem
Ambiguity in Netflix's Competitive Distinction
Many users are on the edge of signing up for Netflix because they don’t know what Netflix has to offer in comparison to other streaming platforms or how it differs from competitors.
Solution
Emphasize "Only on Netflix"
Emphasize the exclusive 'Only on Netflix' content to provide users with a clear view of the unique offerings they won't find elsewhere
My Contribution
Research and Design
I conducted SWOT Analysis, User interviews, and made an affinity map from my insights. I also designed 27 out of the 36 UI screens.
From Discovery to Design: My Process
Research
SWOT Analysis
First, To gain a comprehensive understanding of the movie industry and the competitive landscape, I conducted a SWOT analysis. This would help identify current weaknesses and highlight opportunities for improvement.
Competitive analysis of Netflix's major competitors. Disney+, Hulu and Amazon Prime Video
User Interviews
Then, I conducted user interviews on zoom and google meet over the course of two weeks.
My aim for this interview was to understand:
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What makes other entertainment mediums seem more appealing to users than Netflix?
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The decision-making process why users decide to subscribe to Netflix, or choose to subscribe to a different medium.
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What streaming services gives users more value and why.
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What users are looking to get out of streaming services, and what the most important factor should be when signing-up for one.
Affinity Mapping
In order to understand and derive the common patterns in thoughts, problems, and likes from the interviews, I decided to make an affinity diagram.
Screenshot from Affinity Mapping
Main insight from the affinity mapping
Participants conveyed that highlighting unique offerings exclusive to Netflix could substantially impact their decision to subscribe
Defining the problem....
How might we improve our service’s brand transparency, showcase our exclusive and original content, so that our users can locate valuable information needed before signing up?
Answering this question would....
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Allow potential members to see what content is currently available and what will be available to them.
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Allow non-members to see where their money is going to go, before fully committing to their streaming service.
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Encourage non-members to avoid FOMO (Fear of Missing Out) and offer “exclusive” membership
Who would this benefit?
Meet Crystal
Ideation
The "Only on Netflix" page contains content exclusive to Netflix, however, its current placement as a mere link in the footer of the page diminishes its potential impact. How about we enhance its prominence on the page, making it easily noticeable and accessible for users?
User flow
Crystal's Journey on the Non-Member Homepage
In planning the user flow, I brainstormed all the possible actions Crystal would take after landing on the Netflix Non-Member homepage
Storyboard
Capturing Crystal's Emotional Journey with Netflix
To deeply understand and empathize with the emotional landscape of Crystal, I crafted a comprehensive storyboard that illustrates her experience immediately preceding and following her interaction with the Non-Member Homepage
Sketching
We decided to make 2 main sketches to answer these questions:
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How should an "only on Netflix" button appear on the front page
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What should the "only on Netflix" page look like?
There are two concepts
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First Concept - The two questions answered on the same page.
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Second concept - The two questions answered on different pages.
Concept 1 - Sketch 1
Concept 1 - Sketch 2
Concept 2 - Sketch 1
We decided to go with the third sketch (Concept 2 - Sketch 1) because:
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It reduces user cognitive load.
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It gives users a better sense of direction.
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It preserves the page's intended functionality without altering the user experience
Mid-Fi Wireframe
Highlighting "Only on Netflix Button"
"Only on Netflix page"
Testing
Usability Testing
We tested the initial prototype on 5 different users.
Objective
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To decipher user streaming patterns and find out which streaming platform is most frequently used.
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To make Netflix’s non-member homepage easily accessible and transparent with users about the exclusive content they’re signing up for, therefore convincing them to subscribe.
Tasks
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Browse through the ‘Only on Netflix Page’ by selecting the ‘Only on Netflix’ button.
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Sign up for Netflix for the first time.
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Log in with a newly created account.
Feedback
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Testers were successfully able to sign up for Netflix
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Testers were successfully able to log in and were brought to the browsing page
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Testers utilized the ‘Only on Netflix’ button to view exclusive content.
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Testers were confused when they were brought to the homepage upon clicking the “Join Now” button at the bottom of the ‘Only on Netflix’ page.
What is the next line of action?
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Add additional wireframes for all content, such as video previews on the “Only on Netflix” page.
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Include different genre filters on the ‘Only on Netflix’ page and the main homepage.
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Revamp FAQs to include less text and more visuals.
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Reduce the Onboarding Process to make it more straightforward.
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Create a high-fidelity prototype and re-test for more user feedback.
Thank you for reading this far.