New functionality for Netflix
Netflix's catalog continues to grow exponentially, and with it, the difficulty for users to find what to watch. The time to choose content has increased to an average of 14 minutes, also influencing that the time of greatest use of the platform is usually at night, just when the user is more tired and less wants to look for what to see.
The research conducted analyzes the competitors and reveals more problems, such as the lists provided by Netflix often do not match the taste of its users, and do not adapt to the users’ emotions at the time they are going to choose. All this ends up causing an increase in the abandonment rate.
A fundamental part to find certainties, was the realization of evaluative interviews to validate a concept idea, with selected users with problems to choose content. Finally, I designed a functionality that consists of three simple questionnaire-like steps to help quickly find content of interest.
The way to access the functionality is through a permanent section in the navigation bar, through a pop-up that shows up after 5 minutes of searching (before the user gets frustrated), or through a CTA in a prominent section of the home page.
Three simple steps
The first step of the functionality refers to different types of content to display, the second to emotions and what the user wants the content to convey at that moment, and the third to specific topics. This last step, on the one hand, follows the algorithm to get closer to the users’ taste, and on the other hand, suggests different topics to be able to also get out of it and find new things.
Finally, the five suggestions that come closest to the filters that have been applied are shown one by one, and as a last option, you can see all the results that fall within those parameters.