Netflix + AI
Role: UX Researcher & DesignerProduct Summary: Users curate the content they want to watch on Netflix so that they don’t feel bombarded with videos they are not interested in.
The Business Problem
Netflix advocates for members controlling what they want to watch, but it’s been controversial for the past few years as many viewers find the streaming service to be trivial as to what content is displayed for them.
The Goal
Allow users to use Generative AI which will make their home screen personalized and intuitive to how they want to watch Netflix.
The Challenge
- Implementing this product feature onto already successful application.
- Users may struggle with typing or “voicing” their needs towards AI.
🕵️ Research
Methods & Skills used: User Interviews • Crafting Personas
I’ve conducted user interviews with current Netflix users to ensure that this feature would be validated for successful product adoption.
Have you used Netflix recently?
As a Netflix user, do you find the content you browse or select to be overwhelming?
How long does it usually take for you to select a television show or movie to watch?
Do you often know what you want to watch when you open the Netflix application?
Do you wish to control the way you view content on the top of Netflix the home screen or continue to have Netflix provide you content they suggest for you to watch?
Screener Questions
Brendan, 25, Streaming Enthusiast
Aspires to seamlessly integrate technological advancements, including AI, into marketing practices.
It’s the holiday season. And I don’t want to be bombarded with all these Christmas content on my homescreen. It’s overwhelming.
Frank, 39, Family Guy
Loves to spend time watching movies and television shows with his kids. Does not want to rely on the “kids” profile. Still wants content that comes with learning specific values in life.
My kids always want to watch TV with me and it’s dissapointing that much of my content display inappropriate content such as stand up comedy for humor and young successful women doing drugs.
Kristie, 73, Retired
Passion for movies, TV shows, and digital content. Relies on streaming content to get through the day. Is not interested in any animation, reality TV shows, or standup comedy. Interested in suspeseful drama series catered towards her favorite actors.
I have to get through all of Netflix’s suggestions for me until I can scroll down to see content I actually want to browse and watch. A bit frustrating.
User Journey map
Persona: Brendan | Goal: Watch content within a specific genre, actor, or theme on Netflix instructed by Brendan.
I wanted to make sure I really captured the problems of users who use Netflix. These are general experiences that users have as they try to achieve their goals, including any pain points they try to avoid.
Insights
Insights from user interviews in regards to Netflix’s current state of AI use
Poor Recommendation Accuracy: Users might complain about the AI’s recommendations being inaccurate or not aligned with their preferences. For instance, suggesting content that doesn’t match their interests or past viewing history.
Limited Diversity in Suggestions: Some users may feel that the AI tends to recommend similar types of content, limiting exposure to diverse genres or content categories.
Lack of Transparency: Users might express concerns about the lack of transparency in how Netflix’s AI algorithms work, especially in how recommendations are generated or content is prioritized.
Overemphasis on Popular Content: Complaints might arise about the AI favoring popular or trending content over more personalized recommendations, leading to a homogenized viewing experience.
Difficulty in Customization: Users may find it challenging to fine-tune or adjust the AI recommendations to better suit their preferences, leading to frustration with the platform’s personalization features.
Privacy Concerns: Some users might express worries about the amount of data being collected by Netflix’s AI and how it’s used to tailor recommendations, raising privacy-related concerns.
📝 DEFINE
Methods & Skills used: Crafting Problems Statements & User Stories
Problem Statements
I want to clearly articulate the problem based off user insights collected from my interviews. These are a couple problems statements that I was able to synthesize from my time with users. They are human centered but broad enough to allow freedom to ideate creative solutions.
Brendan is a streaming enthusiast who needs Generative AI because the content that Netflix displays is not always in his general interest.
Frank is a family guy who needs Generative AI because the content that Netflix displays is not always suitable for his family with kids.
Kristie is retired as a nurse who is bored at home who needs Generative AI because she does not like the content that Netflix is suggesting for her on the homescreen.
User Stories
“As a streaming enthusiaist, I would like to come home to content that is just personalized to me on the home screen so I don’t have to scroll and click around too much because I’m too tired.”
“As a family guy, I would like to like to have appropriate content displayed for me on the home screen so my kids don’t have to see featured spotlight content that is not suitable for them.”
🧠 IDEATE
Methods and Skills used: Conducting Workshop Sessions • White boarding • Brainstorming Ideas • Concept Sketching • UserTesting
How Might We
make users feel confident that what is being generated works?
We Need to
ensure that Generative AI displays information or content that matter to the end user.
Throwing Ideas on the Board
I’ve put together a workshop session with a group of individuals who are familiar with AI in 2023. I’ve asked them to throw ideas on the board in anything related to what they see in Netflix today and how they want Netflix to function with AI integration. The collaboration was quite enlightening to move forward with drawing up some ideas.
I’ve sketched a concept in which demonstrate the use of the use of Generative AI for the user with the intent of giving more control to the user in how they want their content displayed on the their home screen.
▶️ 💻 PROTOTYPE
Methods and Skills used: Figma • Interactive Prototyping
After gathering some feedback from the drawings, I’ve enhanced some visual elements and the UX onto wireframes. These prototypes were used for usability testing. See my methodology below.
Instruct Netflix to find content starring Tom Hanks directed by Steven Speilberg.
Instruct Netflix to find content starring Gal Gadot not starring as Wonder Woman.
🔬Test
Methods and Skills used: Figma • Usability Testing
Usability Study
Usability studies, also known as usability testing, are research methods that assess how easy it is for participants to complete core tasks in a product. Here is a script I’ve used to validate the conpcet of this product feature.
Master Prompt: You are a fan of Gal Gadot’s film Wonder Woman, and admire her as an actress. You want to find specific films catered towards her without having her star as Wonder Woman in other films but still remaining in the genre of Action & Adventure.
Prompt 1: Do your best to talk me through your thought process.
Prompt 1 follow-up: Do you understand what this feature in Netflix is introducing to you?
Prompt 1 follow-up: What are your thoughts about it?
Prompt 2: Let’s see what “Smart List” is all about.
Prompt 2 follow-up: Go ahead and try the “Smart List” feature, please.
Prompt 2 follow-up: Did you find anything confusing?
Prompt 3: From the screen, how would you go about customizing your content with Gal Gadot.
Prompt three follow-up: How do you feel about the process of searching? What was easy and what was challenging?
Prompt 4: Next, customize specifically what you’re looking for with Gal Gadot. Leave out her films starring as Wonder Woman. Instruct Netflix what exactly you want to see.
Prompt 4 follow-up: Remember, to instruct Netflix to only display Action & Adventure.
Prompt 4 follow-up: How do you feel about the experience so far of exclusively narrowing your specific search? What are your feelings about the amount of time it took to complete?
Prompt 5: Next, click or tap the Generate button?
Prompt 5 follow-up: Do you like the content that’s being displayed for you?
Prompt 5 follow-up: How did you find the overall experience of this feature?
Prompt 6: Next, let’s go back to the homescreen by clicking or tapping “Home”
This is pass or fail
Prompt 7: Can you find your Smart List feature?
This is pass or fail
Do you like where that button is placed in accessing the Smart List feature?
Prompt 8: Can you find your list with Gal Gadot?
This is pass or fail
Prompt 8 follow-up: We are done. What is your overall experience of this product feature with Netflix?
Here’s a moderated study I’ve done with Julie in gaining her feedback as to how successful or unsuccesful she found this product feature would be.
After meeting with 10 individuals, these are the results that were gathered from testing and surveys. I wanted to reach a user satisfaction score of 80% positive and reach a conversion of 80% to achieve success. Conversion rate is based off users who can get through the entire usability test of the prototype.
User Satisfaction (USAT)
80% positive
Conversion Rate
80%
Key Takeaways
Lessons Learned
Valuable verbal feedback highlighted the need for additional guidance, such as instructional materials, external links, or product articles, aimed at enhancing users’ comprehension of this feature’s purpose and functionality.
Next Steps …
How might we educate and/or enable users to use Generative AI with Netflix? Shall it be big and promonant on top of the landing page? Should there be an onboarding tour guide? Should there be a banner placed on top for a month or until user closes it?
How might we add additional smart list? How can a user delete a smart list? What is the UI for such type of experiences?
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