Author: Kim Nguyen (UX Designer)

Project Background

Netflix is the world's leading streaming entertainment service with 208 million paid memberships in over 190 countries. With the mission to entertain people around the world, they strive to offer the best service to customers. However, the streaming industry has become highly competitive with the mushrooming of platforms. Netflix are eying on social spectrum which may help them to increase the engagement and continue reigning supreme in the streaming world.

The Problem

Netflix has realized the lack of social interactions in their app while the competition is fierce. Therefore, they are thinking of a add-on feature related to social spectrum that is seamlessly integrated and align with their business goal. However, most importantly bring user experience to a next level.

Research Goals

To gain a better understanding on the impact of social aspect to people's behavior when it comes to video streaming.

Understand the market and uncover the influences of friends & family on decision-making process when it comes to what content to watch and how they often share entertainment content with their loved ones.

Research Objectives

1. Identify target audience.
2. Learn about the market & identify what's the current trend.
3. Analyze the strengths and weakness of competitors.
4. Understand user's pain points, needs, goals and motivations with video streaming in general and Netflix in specific.
5. Discover user's needs, wants, motivations and expectations when it comes to choose what or where to watch content online.
6. Determine the impact of people's social life when it comes to video streaming.
7. Gain better understanding of how people share their video content with each other.

Assumptions

1. People watch video mostly on their TV screen.
2. Pandemic has changed people watch movie.
3. People tend to share or recommend content with their friend and family after finding/ watching something good.