My Role

User Research, UX/UI Designer

Timeline

December- January 2024

Tools

Figma, Figjam, ChatGPT, Canva, Adobe CC, Zoom, G-Suite

Skills

User Research, Interactive design, Wirframing, Prototyping, Usability Testing

IDENTIFYING THE PROBLEM

In an era where streaming platforms like Hulu and Prime Video offer synchronized viewing features called “watch party”, Netflix stands out for its absence of this integral feature. This puts Netflix users at a disadvantage, forcing reliance on external, third-party solutions with associated challenges.

Background

As an avid Netflix user myself, I've often found myself wishing for a feature that would allow me to watch my favorite shows and movies with friends and family, even when we're miles apart. It wasn't until I stumbled upon the "watch party" functionalities on platforms like Hulu and Prime Video that I realized what was missing from my Netflix experience.

This realization sparked the idea of exploring the feasibility and impact of introducing a synchronized viewing feature within Netflix, aiming to enhance the group watching experience.

RESEARCH

Competitive Analysis

My next step was to evaluate some of the most widely used platforms offering synchronized watching features, whether integrated within their platforms or as third-party extensions.

  • Teleparty and Scener are versatile options for users looking to synchronize watch parties across various streaming platforms.

  • Hulu Watch Party and Prime Video Watch Party offer more integrated experiences but are platform-dependent.

  • Discord provides a broader range of content-sharing options but may require more manual coordination.

Key Takeaways

Coming up with this idea, and after conducting a competitive analysis, I asked myself a very important question

Secondary Research

Why does Netflix NOT have this feature already?

Here’s a summary of Netflix’s social efforts:

  • In 2008, it launched a “Party” feature on Xbox. It enabled you to add people to your party and watch a movie online.

  • Its ”Friends” feature enabled Netflix members to share movie ideas with their friends. Limitation- Your friends have sucky taste in movies, and you dont want to share your guilty pleasures with them. Some shows you watch are best kept a secret!

In both cases, only 5% of members engaged with these features and both were killed in 2010. The reality is that for features like this to create a meaningful business impact , there needs to be a high engagement.

Is NOW a good time to introduce this feature?

I researched more about Teleparty formerly known as Netflix Party.

  • During the pandemic, Netflix Party gained over 10 million installations, becoming the world's largest social TV app. Currently, over 20 million people use Teleparty!

  • The rebranding of Netflix Party to Teleparty and its extension to various streaming services, including Disney+, Hulu, and HBO Max, indicates a demand for synchronized watch parties across different platforms

First, I surveyed 25 Netflix subscribers. I posted the google form on DesignLab discord channel under research-request thread

User Survey and Interview

Key Research Questions

  • Have you used any third-party solutions for synchronized viewing on Netflix remotely, or any other streaming service?

  • How interested are you in an official built-in synchronized viewing feature that will help you watch movies together remotely?

  • What specific features would you like to see in a synchronized viewing feature?

I interviewed 5 people who use different streaming services other than Netflix.

Goal: To help me evaluate the demand, understand user preferences and gauge overall interest for this "add on feature" for my project.

ANALYSIS AND INSIGHTS

After obtaining the data, I organized all the interview notes into related groups based on common similarities. This visual representation helped me identify key themes and prioritize ideas.

Affinity Mapping

4 Themes:

  • Preferred communication features

  • Challenges and Frustrations

  • Desired features

  • Platforms used/ Heard of

Key Insights

  • 80% of Netflix subscribers express interest in an official built-in synchronized viewing feature, which indicates a significant demand for a native solution within the platform.

  • During synchrinized watching, users value chat, voice, and video features for a connected experience.

  • Users prefer an easy initiation process and desire customizable viewing control features like play, pause, and suggestions for content based on watch party viewing history.

  • Netflix's widespread availability in various countries makes the synchronized watching feature more universally welcomed.


IDEATION AND PRIORITIZATION

User Personas

Task Flows

I crafted two task flows: one for initiating a Sync Party and another for joining via a shared link.

DESIGN PROCESS

  • As I started sketching wireframes for the Netflix Sync Party, I found myself at a bit of a crossroads. I had some clear ideas after brainstorming, but I wasn't entirely sure which direction to take.

  • Considering the users' love for real-time chat,I realized that for the chat feature to work seamlessly, it needed to be on a web browser. So, I pivoted to desktop wireframes to make sure everyone could access and use it easily.

  • Using task flows, I mapped out detailed wireframes, tweaking them along the way to make sure they were just right for our users.

Sketching Wireframes

DESIGN SOLUTION

Hi-Fi Wireframes

Key Features

1. Participants: Upto 7 people

  • My research revealed that Hulu and Disney Plus allow 8 and 7 participants respectively.

  • Initially, I questioned why the participant limit was set at 7. However, as I delved deeper into the technical aspects, it became apparent that these limitations were likely implemented to address potential technical constraints for hosts and viewers.

  • Participant limit at 7 ensures everyone can join in smoothly, and easier to coordinate when it comes to controlling the playback.

  • Chatting becomes even more fun because there's enough space for everyone to share their thoughts without it feeling too crowded.

2. Real-Time Chat Feature

  • Research indicates a strong desire for connection during online viewing, motivating the inclusion of real-time chat.

  • Complexity concerns with video and voice integration make chat a more practical and user-friendly choice.

  • Enhances social interaction by enabling users to share reactions, discuss content, and feel connected in real-time.

3. Customizable Vewing Controls

  • Integrating shared features such as play and pause based on user feedback.

  • Acknowledging potential annoyance, hosts can disable these controls.

  • Giving users the ability to open and close the chat window adds flexibility to the viewing experience.

  • Providing each user with the option to choose their preferred audio or subtitle language enhances accessibility and inclusivity.

Interactive Prototype

Initiating a Sync Party

Click here for Prototype

(Joining the Sync Party Flow)

USER TESTING AND ITERATIONS

After completing the functional prototype, I recruited 5 participants and conducted usability testing to improve the product by observing how people interacted with it. This was a valuable opportunity to validate and optimize the design for the users.

“This would be such an amazing and welcomed feature!”

Design Improvements

Highlighting the User

  • Upon joining the Sync Party via the shared link, the user was directed to a new “members joined” page.

  • While testing, the users got confused as to which profile was theirs.

  • Now to enhance user clarity and emphasize their presence, I opted to unbold other member names and add a white border to the user's image.

  • This adjustment aims to make the user's image stand out for easier identification during the viewing session.

Adding an Emoticon Icon

  • A user indicated the importance of emoticons while chatting, it’s a visual way for members to convey their feelings during the viewing experience.

  • To enhance user interaction and engagement I implemented the option of emoticon icon for members in SyncParty to facilitate the expression of emotions in the chat feature.

DESIGN SYSTEM AND STYLE GUIDE

The aim is to further enhance the SyncParty feature, making it more accessible, engaging, and enjoyable for Netflix users worldwide with time. Here are few ideas that can help us with that:

FUTURE ROADMAP

Enhanced Chat Features:
Explore more chat features such as emoji reactions, stickers, and gifs to further enrich the chat experience

Multi-Device Support:
Expand Sync Party functionality beyond web browsers to include support for smart TVs, mobile devices and tabs.

Mobile Chat Integration:
Integrate chat functionality into the Netflix mobile app, allowing users to chat on their phones while watching content on Television.

CONCLUSION

While Netflix has encountered setbacks with previous social initiatives, my case study suggests that now is the perfect time for Netflix to introduce Synchronized Viewing. By aligning with competitors and responding to user demands, this addition is not only feasible but also highly anticipated by the majority of Netflix subscribers. Its implementation is poised to have a significant impact, enhancing the platform's appeal and user engagement.