Project Overview

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Netflix Nonmember Home Page

Redesigning Netflix’s NMHP to optimize sign-up conversion rates

We conducted a SWOT analysis to compare Netflix's Nonmember Home Page to other popular streaming platform’s.

Project Overview

About

Role:
UX Designer (Group Project, team of 4)

Timeline:
March 2022 (2 weeks)

Tools:
Figma, Miro

 

The Problem

Netflix’s Non-member Home Page (nmhp) does not show off their content enough while being obscure about their pricing model.

As a result, this leads to less successful engagements and the lost of potential members.

The Solution

The new NMHP is designed to attract new users by highlighting benefits Netflix has to offer such as:

  • Netflix Originals

  • Competitive Pricing

  • Platform Accessibility

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User Interviews

Our goal was to understand how non-members feel when viewing Netflix’s home page. 

 

We formulated the questions around the consumer behavior, landing pages, and service appeal.

Target Participants:

  • users with at least 2 streaming platforms, one being Netflix

  • users that do not have Netflix and get their raw opinions on Netflix vs. another platform’s UI.

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User Insights

From our interviews, we were able to understand what users valued from streaming sites that entices or discourages them to subscribe to the platform.

Themes:

  • Financial transparency 

  • Account sharing

    • multiple profiles

    • number of streamable devices

  • Ease of navigation

  • Clean aesthetic 

  • Minimal Ads

Netflix's Appeal:

  • Exclusive shows and diverse library

  • Intuitive features

  • Advertisement free

User Persona

With the data collected from the interview, we created the actual persona for the target users. Meet Francine - the passionate student.

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User Insight

New users looking to sign up for Netflix wants to feel:

  • the financial value is worth the monthly subscription

  • more confident in spending their money for entertainment

Value Proposition

Redesigning Netflix’s non-member home page:

  • help non-Netflix members and online streaming customers

  • solve the lack of information and subscription clarity

We’re better because we have a wide variety of shows, original series, films, and documentaries than any of our competitors.

We’re believable because we provide our customers with the best movies and shows from all over the world.

Competitor Analysis

We conducted a SWOT analysis to compare Netflix's Nonmember Home Page to other popular streaming platform’s. These insights helped us understand what would cause a user to choose a competition over Netflix, and wonder how Netflix can stand out. 

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Ideating

Affinity Diagram

Affinity diagram to categorize and analyze what users discussed during interviews. As a team, we voted on 3 top ideas to focus on for the redesign based on what we imaged would be most impactful for the both Netflix and the user.

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Mindmap

Our mind map helped us understand users pain points which were – bad video quality, ads, if the design doesn’t feel right, navigation that doesn’t make sense, and number of streaming devices. Some of our users preferred features are – library content, bundles, cheap price, and information transparency.

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User Likes, Wishes, and What Ifs

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User Flow

A user flow was created to visualize how the user navigates Netflix's NMHP between the steps of entering the site and subscribing (end goal).

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User Scenario & Storyboard

The user scenario and storyboard helps us understand how the user interacts with the product.

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The Solution

After ideating, we decided through dot voting on what features to incorporate into the new design.

It was important to users that they had previews to the content they would be able to stream, financial transparency, valuable features, and navigation. 

Therefore, we choose to improve

  • the ease of navigation by adding a fixed header

  • emphasize exclusive content

  • incorporate subscription comparison chart.

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Prototyping

Design Decisions

  • When prototyping, it was important to maintain Netflix's current design systems for branding and consistency.

  • On Netflix’s site, their content is displayed in a carousel pattern. We wanted to mimic Netflix's current layout on the non-member home screen so users would have an idea of Netflix's design.

Wireframing

We drafted different versions of wireframes to visualize potential layout options - such as the navigation bar (horizontal vs vertical, popout) and exclusives section. 

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Usability Testing

Our target users are non-Netflix members and average online streaming enjoyer. Usability tests were conducted over Zoom.

Objectives

  • How does someone who has experience with shopping for online subscription platforms feel about the redesign?

  • What are some things that may or may not be missing from their decision making process?

  • Is all the information clear enough?

Tasks

  1. View trailer

  2. View exclusives

  3. Read price chart

  4. Sign up for Netflix

Analysis

Usability Pros:

  • Price chart helped users understand the differences between each plan

  • Users recognized multiple ways to sign up

    • Clear indication for sign up located at very top and bottom

​Usability Issues:

During usability testing, we noticed users had trouble identifying the Netflix Exclusives section. It was unclear that they could view trailers by clicking directly on the image. Users would scroll past this section, deterring them from interacting with the showcards. 

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Iterations

Based on usability tests, we decided to improve on the Exclusives section's clarity.

To encourage interaction, we made the following iterations:

  • Label the Exclusives section

  • Add Netflix’s logo to signify original content and for consistency

  • Incorporated arrow navigation to signify more shows

  • Redesigned trailer popup by matching the showcard on Netflix’s site

    • Users can learn more about the original they are interested in

    • Mimicking Netflix's current design to ease transition

  • Update to include more relevant shows

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Prototyping

Next Steps

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This was my first experience collaborating on a design project. It was amazing to see my team's strengths and how we learn from one another. Simeon's spirit really boosted moral, Selene's creativity shined while making our presentation digestable, and Al's leadership helped make sure we were on track.

 

Overall, it was wonderful seeing how the team's chemistry contributed to the work in a fast-paced turn around time. 

  • Conduct more usability to validate decisions

  • Research more into subscription plans

  • ​Comparing deals with competitors

  • Incorporate more micro-interactions

  • Make multiple design versions

    • Conduct A/B testing

    • Accessibility

Reflection