Here’s what you can watch next on Netflix:
Its design. Yup. It deserves your appreciation!
Netflix, who hasn’t watched or heard about it? – special shoutout to those, who till date binge watch from their friend’s /stranger Netflix account!
So, what’s up? – Netflix & chilling is the atmosphere we all want to vibe to these days.
But, have you ever wondered as to what made it so popular & relatable?
Often, several factors lead to success but here, the butter to the breadwinner, was its UX design.
Here are its top 3 revelations for success:
- Found beauty underneath the iceberg, not at the tip:
Netflix created the perfect link between its Metrics & Goals.
The goal was to: “Maximize satisfaction of members and increase monthly retention rate”
And the roots (metrics) that tracked the path to this success goal were:
- Cancelled subscriptions per month
- Interactive sessions that lead to increase in playbacks
- User sessions per month
- Completed playbacks
- Interaction time before the beginning of a playback
- Returning users
Netflix’s advantage here was it knew what was important – the linking of the goals to metrics held more priority than the goals itself. This UX strategy ultimately led to focused user experiences.
- More the options, more the simplicity.
The age-old universal truth that content is king is valid in the current times as well.
In the entertainment industry, the only powerful creation after the customer is content.
However, the challenge was to find the answers to a terrifying question:
What to watch on Netflix?
Discovering material that viewers would instantly relate & connect with is becoming more difficult.
As a result, the immediate need is to focus on providing a decent user interface for its audiences. If the decision to choose what to watch is hard, then selection from those several options to choose from must be made simpler.
In the current times, consumers demand extreme versatility. OTT providers are expected to deliver customized preferences. Initially, the role of user interfaces used to target accelerating operations. Now, it has now shifted to “influencing the user” through personalized experiences.
One solution adopted by Netflix was to cautiously monitor changes in UI behaviour. Since it directly impacts their key metrics.
Furthermore, the team ensured its UI behaviour focused on multiple-screens consistency on features such as welcome screen & frequent user action areas.
No one knows you better than you do! – Pfftt Netflix may just surprise you!
OTT providers can no longer simply dress themselves with basic profiling and recommendations to impress.
Viewers of today have high expectations!
They need the perfect movie match recommended by Netflix when they binge eat, watch or hangout with friends.
The search feature must be so advanced that users shouldn’t have to use it and rather be greatly satisfied by the personalized recommendations and suggestions made by Netflix itself.
“At Netflix, more than 75% of views come from some sort of recommendations and personalization ranking.”
Netflix collects data on the type of content consumed, time spent on it and whether it was watched on mobile/laptop devices to customize and serve content that best suits their users’ personality.
Its homepage design is customized to treat their audience with advanced services that hardly need any effort from their end and truly offers itself as a go-to-comfort need.
So, next time you binge that screen, pay attention to how much effort it has put into the looks just for you!