Introduction:
Netflix, the leading streaming platform, faces a unique challenge: helping users discover new content quickly and efficiently. This UX research project explores the paradox of choice and its impact on user experience, aiming to find solutions that enhance content discovery while maintaining user satisfaction.
Problem Statement:
The abundance of choices on Netflix often leads to decision paralysis, affecting user satisfaction and engagement. My research investigates how Netflix's recommendation system influences this experience and seeks strategies to improve content discovery.
Methodology:
My comprehensive approach combines a literature review, user interviews, direct observations, and cultural probes to gain deep insights into user behavior and preferences.
The literature review revealed common themes across multiple studies, highlighting the complexity of choice overload in digital platforms and the challenges in balancing content variety with user-friendly navigation.
Semi-structured interviews with diverse participants provided valuable insights into individual content selection processes and pain points.
Think-aloud sessions during Netflix browsing revealed real-time decision-making processes and frustrations users face when selecting content.
My unique "Letters to Netflix" postcards encouraged users to express their frustrations and suggestions creatively, providing candid feedback on the platform's content discovery process.
Validation:
To validate our findings and determine the most effective recommendation, we conducted a survey using Lyssna. The results confirmed our key insights and helped prioritize potential solutions.
Recommendation:
Based on my comprehensive research and validation, I recommend implementing social integration features on Netflix. This solution addresses the core issues of choice overload while leveraging the strong influence of social recommendations on user decisions.
Conclusion:
This UX research project provides valuable insights into the challenges Netflix users face in content discovery. By implementing social integration features, Netflix can potentially reduce decision-making time, improve user satisfaction, and increase engagement on the platform. As the streaming landscape continues to evolve, understanding and addressing these user needs will be crucial for maintaining Netflix's competitive edge.
