GRA 470 Design Project- Netflix Black
Netflix could be redesigned in the following ways: the suggested shows will be presented differently and and the shows that are not currently supported will not show up in search features. The auto-play function would be able to toggle on and off and be more accessible, any social media and a cast “x-ray function” would be added. This would include links to social media and official promotion outlets. The X-ray function would be the ability to examine the cast like IMBD with bios, other movies or show recommendations and information.
I would redesign this by making the interface different and more accessible by putting what is most important at the top and more noticeable when on the home function. I would add a subsection when viewing a show to look at the cast and recommendations that are different from the normal recommendations Netflix currently has. The settings for Netflix would also be different in the way that there are more options to remove or add features that Netflix currently does not have.
Creative Brief
Introduction
The UIUX redesign team interviewed the commissioner for the Netflix redesign, Netflix Black, which is a reboot of the popularly known streaming service Netflix. The Netflix Black team and the UIUX redesign company discussed the main objective, goals and steps to achieve the outcome we desire. The Netflix Black will tackle the suggestion section of the platform will be structured differently to better promote shows similar to the show that is playing, the auto play feature as well as other features will be able to toggle “on” and “off” in the settings and be more accessible, there will be a newly added feature similar to IMDB’s “x-ray” feature that lets you examine the cast, their bios and access a list of shows and movies that the actors were in all within the platform. Linked to this feature will be the ability to go straight to a show/movie’s social media platforms. This would be presented by icons on the biography section of a show/movie/actor so a user can visit the Instagram/Facebook promotion or the shows official Instagram/Facebook.
Goals and Challenges
The goal of his redesign is to make Netflix more personalized and accessible to the user. The redesign also aims to help keep users on the actual platform with the ability to look at actors “x-ray” feature that will later be renamed to something more appropriate and trademarked in the redesign of the platform. The links to social media do bring users off the streaming platform but it will help build a relationship on Netflix that lets the user come to the platform and be educated on accurate and reliable information. This revamp is because of the recent upcharge in its monthly subscription which drove some consumers away and the demand for certain shows and movies to be added/re-added to the platform. Overall, Netflix Black will be very similar to the streaming platform Netflix and work as a sub-platform that will eventually take over Netflix entirely once the new changes have been made to its accessibility and its additional features have been added.
The challenges that could be faces are: the risk that users do not like the show/movie content despite the changes made to their experience and the interface, users will be misinformed on the redesign thinking it’s either competition or a higher tier of Netflix, and all the work that goes into the redesign, particularly the inclusion of the x-ray and social media function, could potentially look crowded or not flow with the currently seamless design of Netflix.
History
Netflix is a well-known platform used since 1999 used by primarily 35-54 year old’s Caucasians but can span from 18-55+ year old’s of various ethnicities, almost equally split by those who identify as either “male” or “female”. In addition, Netflix has a vast variety of movies and shows created in numerous languages and has about 65 different language options in both subtitles and dubbed versions of movies and shows available in 190 countries. Netflix’s sleek design is surrounded by a contrasting background to its featured shows and movies; the user can browse the platform focusing on its showcased shows and movies instead of being distracted by a crowded interface. In addition, Netflix’s “Netflix Originals” are also a driving force to consumers that generate its own set of users, resulting in high rankings.
Netflix started as another streaming platform but because of the functionalities previously, it has grown to please the eye of the user, have the ability to overcome language barriers, and produce one of a kind “Netflix Originals” that spark the user’s interest into choosing Netflix over other streaming platforms; racking in about 30 billion dollars annually.
Competitors
These platform qualities are not completely original to Netflix, we do this on platforms like Hulu, HBO Max and Prime Video. Amazon Prime video can analyze the cast when paused on the show, and Hulu is a close competitor in terms of its number of users and similar interface, HBO Max is newer to streaming services but is quickly gaining users due to the variety of popular shows that are available which competes with Netflix.
To reiterate the graph attached: Hulu is a self-sustainable streaming platform on the rise through its Hulu originals, Live sports streaming channels, and consistent interface setup that lets a user navigate through genres/ categories and add content to a personal list similar to Netflix. Hulu has also partnered with Disney+ which can be a pro and a con. It brings more attention to both platforms but it also demonstrates that it is not as mainstream like Netflix and needs this promotion.
HBO Max has a beautiful interface which is modern and can keep its users on the platform through its ability to search by network, or tv series like (TBS, DC etc.) It has great outside promotion to drive attention and represents mainstream tv series, blockbuster movies and films that would normally be shown in theaters. The downside to HBO Max is that the interface may be too simple; a user navigates through icons and very little words that make it accessible. There is news that HBO plans to merge with Disney+ as well making it has its pros and cons like Hulu. Lastly there are tiers to this platform, unlike Netflix, that limit the access to all of its content depending on a user’s payment plan.
Amazon Prime Video has more cons than pros. The one feature that is useful on Prime Video is the ability to view the cast and keep you on its platform. It is also linked to a user’s Amazon Shopping account and a user can also buy a show/movie after streaming it. The cons are that their Amazon Originals are not high ranking and not well made. The platform itself is laggy and disorganized which can be confusing to those who want to access just Prime Videos or just Amazon Shopping. This platform also has tiers to their content meaning just because a user has an Amazon account doesn’t mean you can access its shows movies for free.
Conclusion
To conclude, Netflix Black will take aspects from Hulu, HBO Max and Amazon Prime Video to revamp the interface of the popular streaming platform Netflix and take the negative aspects from these competitors into consideration when redesigning Netflix to create an invisible, beautifully crafted, accessible user interface and user experience.
Competitor Analysis
| Name of Platform | URL | Likes | Dislikes |
| Hulu | https://www.hulu.com/welcome?orig_referrer=https%3A%2F%2Fwww.google.com%2F | -Originals can gain its users on its own -Same sort of set-up as Netflix: genres, categories, add shows/movies to your own watch list -Partnered with Disney+ -Like/dislike feature alternates suggested feed -Live channels, this feature= self sustainable | -Tiers to subscriptions, limits users (i.e. ads) compared to Netflix’s options -Not as popular at Netflix, has to partner up with Disney+ |
| HBO max | https://www.hbomax.com/ | -Interface is modern -Movie and show promotion on cable Tv -Variety of shows that attract users -Search by tv network (i.e. TBS, FX, etc) -Search by tv series (i.e. Looney tunes, DC, etc) =more well known blockbuster shows and movies | -Interface is too simple? user navigates through icons and not words -Plans to merge with Disney+ as well -Tiers to subscriptions, bad for the amount of features you get compared to Netflix |
| Amazon Prime Video | https://www.amazon.com/Prime-Video/b?node=2676882011 | -Ability to view cast, keeps you on the platform -Linked to your Amazon shopping account -Can buy shows/movies to keep after streaming | -Originals are not well known, not well made -Laggy and messy interface -Some shows/movies are rent or buy only -Can be confusing to navigate between shopping and videos -Tiers to subscriptions, limits users -Platform is not well known/ first pick |