Netflix Case Study

User Experience Analysis Case Study Human-Computer Interaction (PSY550)

Alexis Bernard

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Netflix is the world's leading internet entertainment service with 139 million paid memberships in over 190 countries enjoying TV series, documentaries and feature films across a wide variety of genres and languages. Members can watch as much as they want, anytime, anywhere, on any internetconnected screen.

ease of use •operates in a dynamic industry and has been in a state of constant innovation since inception •has redefined how people watch video—first through DVD-by-mail, then streaming video, and now as one of the world’s leading entertainment services with approximately 222 million members in 190 countries

use of colors and design

sensory input and output •does not allow third-party advertising •when members sign up for the service Netflix asks for very little information: email, name, and method of payment •Netflix does not collect socio-demographic data like gender or race for the purposes of viewing the recommendations system

social aspects • learning workshops on inclusion topics ranging from accessibility on service to understanding US Latino/a/x representation on-screen.

• the goal is for participants to come away better equipped with industry-relevant skills to enter today’s workforce, and with valuable, long-lasting relationships • months of collaboration with Netflix, positive review of design portfolio, virtual event and meetings, mentorship, and networking

Your Product Score (1-5)

Category Usefulness

Criteria Does the product solve the user's problem?

Users can complete their core tasks without frustration Users can scale their tasks without frustration (e.g. 1 or 100 of the same task) The product is clearly differentiated from competitors

Usability

Is the product easy to use?

Related actions appear near each other for fast access Primary actions are distinct from secondary actions Key actions are easily visible Useful feedback appears when errors occur Alert messages are visually distinct Users can easily personalize settings and preferences Users can easily reverse errors The most important content appears first Pages load quickly Errors do not occur for user tasks Labels match the nature of their content Adequate negative space exists between UI elements Letters in text are easily distinguished (legibility) Words, phrases, and blocks of text are easily read (readability) Clear sentence structure and correct grammar is used

65 5 4 4 4 5 5 4 4 4 4 5 4 4 5 4

Findability

Can users find what they need, when they need?

Content is easily scannable Content is easy searched and sorted Users can navigate to their desired destination from any page

13 4 5 4

Credibility

Is the product trustworthy?

No typos

23 5

10 5 5

Words, phrases, and blocks of text are easily read (readability) Clear sentence structure and correct grammar is used

5 4

Findability

Can users find what they need, when they need?

Content is easily scannable Content is easy searched and sorted Users can navigate to their desired destination from any page

13 4 5 4

Credibility

Is the product trustworthy?

No typos Correct text alignment Help content is easily accessed Critical tasks offer confirmation Functionality delivers on advertising & marketing promises

23 5 5 4 4 5

Learnability

Is the product intuitive to new users?

User onboarding is clear, concise, and relevant User flows for tasks are easily understood Familiar design patterns exist Layout remains consistent (e.g. navigation doesn't change from page to page) Animations and interactions remain consistent Labels remain consistent (.eg. "Find" is not used interchangeably with "Search" Icons are quickly understood by new users Text does not include unfamiliar jargon

31 4 5 5 5

Is the product equally usable for people with disabilities?

Text size meets minimum requirements for users with visual disabilities Sufficient contrast is provided for text and UI elements The system performs delivers a consistent experience across devices Clickable areas are adequately sized Color is not the only way to convey hierarchy, content, or functionality

21 4

Is the product emotionally fulfilling?

Task completion feels rewarding Animations are smooth, clear, and meaningful Interface copy provides the correct tone and style Microcopy provides the correct tone and style Icons and images appear professional

25 5 5 5 5 5

Accessibility

Delight

5 4 3

4 4 4 5

review •increasing competition, even as a dynamic market continues to evolve •with the rapid evolution of technology and the changing media landscape, Netflix is continually adjusting services to meet the needs and desires of consumers •delivers truly holistic, high-quality, and relevant UI/UX experiences for individuals