Netflix

The non-member homepage is the page visitors see when they open the Netflix website. The aim of this page is to contain all the information visitors would need that would convince them to eventually sign up on Netflix.

Many users are on the edge of signing up for Netflix because they don't know what Netflix has to offer in comparison to other streaming platforms or how it differs from competitors.

Emphasize the exclusive 'Only on Netflix' content to provide users with a clear view of the unique offerings they won't find elsewhere.

I conducted SWOT Analysis, User interviews, and made an affinity map from my insights. I also designed 27 out of the 36 UI screens.

SWOT Analysis

To gain a comprehensive understanding of the movie industry and the competitive landscape, I conducted a SWOT analysis. This would help identify current weaknesses and highlight opportunities for improvement.

Competitive analysis of Netflix's major competitors: Disney+, Hulu and Amazon Prime Video.

User Interviews

I conducted user interviews on Zoom and Google Meet over the course of two weeks. My aim was to understand:

• What makes other entertainment mediums seem more appealing to users than Netflix?
• The decision-making process — why users decide to subscribe to Netflix, or choose a different service.
• What streaming services give users more value, and why.
• What users are looking to get out of streaming services, and the most important factor when signing up.

Affinity Mapping

In order to understand and derive the common patterns in thoughts, problems, and likes from the interviews, I made an affinity diagram.

Main insight: highlighting unique offerings exclusive to Netflix could substantially impact users' decision to subscribe.

…improve our service's brand transparency, showcase our exclusive and original content, so that our users can locate valuable information needed before signing up?

Answering this would:

• Allow potential members to see what content is currently available and what will be available to them.
• Allow non-members to see where their money is going to go before fully committing.
• Encourage non-members to avoid FOMO and offer an "exclusive" membership feel.

The "Only on Netflix" page contains content exclusive to Netflix, however, its current placement as a mere link in the footer diminishes its potential impact. How about we enhance its prominence on the page, making it easily noticeable and accessible for users?

In planning the user flow, I brainstormed all the possible actions Crystal would take after landing on the Netflix Non-Member homepage.

To deeply understand and empathize with Crystal's emotional landscape, I crafted a comprehensive storyboard that illustrates her experience immediately preceding and following her interaction with the Non-Member Homepage.

We decided to make 2 main sketches to answer these questions:

• How should an "Only on Netflix" button appear on the front page?
• What should the "Only on Netflix" page look like?

Two concepts: (1) both questions answered on the same page; (2) answered on different pages.

We went with Concept 2 – Sketch 1 because it reduces cognitive load, gives users a better sense of direction, and preserves the page's intended functionality.

We tested the initial prototype on 5 different users.

Objective

• To decipher user streaming patterns and find which platform is most frequently used.
• To make Netflix's non-member homepage easily accessible and transparent about exclusive content, convincing users to subscribe.

Tasks

• Browse through the 'Only on Netflix' page.
• Sign up for Netflix for the first time.
• Log in with a newly created account.

Feedback

• Testers successfully signed up for Netflix.
• Testers successfully logged in and reached the browsing page.
• Testers used the 'Only on Netflix' button to view exclusive content.
• Testers were confused when clicking "Join Now" at the bottom of the 'Only on Netflix' page brought them back to the homepage.

• Add additional wireframes for all content, such as video previews on the "Only on Netflix" page.
• Include different genre filters on the 'Only on Netflix' page and the main homepage.
• Revamp FAQs to include less text and more visuals.
• Reduce the onboarding process to make it more straightforward.
• Create a high-fidelity prototype and re-test for more user feedback.

Thank you for reading this far.