PSY550 Human-Computer Interaction
Dr. Stacy ThayerJuly 24, 2022
Case Study Analysis
Production is a complex and sophisticated business, but the process has not utilized technology to the extent that many other industries have to enable innovation, collaboration, and communication (Goss, 2018). Women make up 47% of all employed adults in the U.S., but only 26% of computing-related jobs are held by women. And of that 26%, just 3% of computingrelated jobs are held by African-American women and 2% by Hispanic women (David Sutphen & Henry, 2021). Netflix had a vision for bringing its product excellence together with the expertise of Norfolk State’s faculty and 2U’s industry-leading boot camps to help increase diversity in tech (David Sutphen & Henry, 2021). When I learned about the opportunity to get valuable hands-on experience and feedback from Netflix regarding the latest media trends, I realized just how important user experience is for the success of the platform. Over the last few months, I have been collaborating with Netflix regarding user experience, user interface, and data science. I have gained valuable knowledge by actively participating and utilizing a scientific researcher's mindset to help establish better design principles that can help end-users have the best digital experience. My experience with Netflix has gone from ordering by mail DVDs to virtual meetings with Netflix senior engineers and managers in the span of a decade.
User experience (UX) analysis helps you understand how users experience your website and product, so you can prioritize decisions about how to improve it for them and ensure the user experience is as frictionless and intuitive as possible (UX Analysis Guide: A Strategy & Framework for Improving UX, 2022). User experiences generally concern quantitative such as numerical data and qualitative data, which include insights. Regarding visual aspects of Netflix, the company uses technology to enhance project validation and verification, such as AI-powered satellite imagery, machine learning, and remote sensing analysis (Environmental Social Governance Report 2021 Sustainability Accounting Standards Board (SASB) Report, 2021).
Netflix effectively uses digital tools and resources to improve visibility for individuals who may have visual impairments. This can dramatically enhance the user’s experience. In certain situations, the N symbol can also be used on a white or contextually colored background, as long as there is a 3:1 contrast ratio. Anything less may compromise visibility and is not recommended (Netflix, n.d.). This also enhances the visibility of the logo to end-users. Often, the subtlety of sound goes unnoticed, but it can have a profound impact on the atmosphere of a scene and fundamentally change the audience’s response (Bringing Immersive Audio to Our Members around the World, 2022). For example, in the help center of the application users can customize their hearing experiences. Netflix spatial audio helps to translate the cinematic experience of immersive audio to any stereo, so the work creators do to bring you into the story happens no matter what device you use to watch Netflix (Bringing Immersive Audio to Our Members around the World, 2022).
Members of Netflix’s Data Science, Engineering and Design teams have served as mentors to help emerging designers and researchers establish themselves and gain credibility
among the industry (Gishuru, 2020). For productions that include multiple global locations, this adds an additional layer of communication. Areas of conflict can include travel, time zones, multicultural business practices, etc. Digital flexibility gives immense freedom to a creative. Improving the operational elements that support the design process, including aspects of Gestalt's Laws, is an important element of collective efforts because it eases the burden of operational processes and can empower a researcher to spend more time contributing as a creative expert (Goss, 2018). Within the Netflix company, I have completed surveys, been a part of session recordings, learned about different software programs that developers use, and worked with senior-level employees regarding my interest in UI/UX design and data science. Ultimately, the company supports three key personnel initiatives: time, empowerment, and impact (Netflix, n.d.). As a subscriber, I am satisfied with the selection of media that is updated constantly, and the ability to customize settings. I have utilized Netflix on my laptop mobile phone as well as tablet. Static structures allow only observation and enumeration of elements, while dynamic allow for the manipulation, insertion, replacement, or deletion of elements (Young, 2017). I feel that Netflix sets itself apart from similar streaming services by following inclusive design standards and allowing users to customize settings that best benefit them. Aside from usability aspects, on a personal level, the company promotes diversity and inclusion as well as ethical standards that benefit both individuals and companies. My overall experience with Netflix has been both enjoyable and educational. Aside from the entertainment aspects, I've been able to learn from very talented individuals that provided me with resources, insight, and valuable experiences.
References
Bringing Immersive Audio to Our Members Around the World. (2022, July 7). About Netflix. https://about.netflix.com/en/news/netflix-spatial-audio
David Sutphen, D., & Henry, J. K. (2021, May 23). Netflix Pathways Boot Camps Expand: Partnering with More HBCUs and New HSIs to Build a Diverse Pipeline of Tech Talent. 2u.com. https://2u.com/latest/netflix-pathways-boot-camps-expand/
Environmental Social Governance Report 2021 Sustainability Accounting Standards Board
(SASB) Report. (2021). https://assets.ctfassets.net/4cd45et68cgf/ 7B2bKCqkXDfHLadrjrNWD8/ e44583e5b288bdf61e8bf3d7f8562884/2021_US_EN_Netflix_EnvironmentalSocialGover nanceReport-2021_Final.pdf
Gishuru, K. (2020, October 22). About Netflix - Creating more access for Black students into the tech world. About Netflix. https://about.netflix.com/en/news/creating-more-access-forblack-students-in-tech
Goss, C. (2018, March 8). About Netflix - From Script to Screen: Empowering Production with Technology. About Netflix. https://about.netflix.com/en/news/from-script-to-screenempowering-production-with-technology Netflix. (n.d.). SYMBOL. Retrieved July 24, 2022, from https://assets.ctfassets.net/4cd45et68cgf/ viVq3fhHa1cmQTo3g3p6i/ e649362c86a78c3744beebc641e6ec19/2020_Netflix_Symbol_Logo_Guidance.pdf
Netflix Data. (2017). Delivering High Quality Analytics at Netflix. In YouTube. https:// www.youtube.com/watch?v=nMyuCdqzpZc
Sculos, B. W. (2017). Screen Savior: How Black Mirror Reflects the Present More than the Future. Class, Race and Corporate Power, 5(1). https://www.jstor.org/stable/48644409
The Netflix Data Platform: Now and in the future. (2017). [YouTube Video]. In YouTube. https:// www.youtube.com/watch?v=CSDIThSwA7s
UX Analysis Guide: A Strategy & Framework for Improving UX. (2022, February 2). Www.hotjar.com. https://www.hotjar.com/ux-design/analysis/ Young, L. C. (2017). Logistics: Listicles, Algorithms, and Real Time. JSTOR; Amsterdam University Press. https://www.jstor.org/stable/j.ctv5jxm7n.10