A Website, Branding, & Product Redesign For Netflix Party

Company Overivew

Netflix Party is a chrome extension that synchronizes movies and shows simultaneously together.

My Role

As a product designer, I was responsible for conducting user research, development, design, branding, and assets.

Timeline

October 2018 to Present: Product, Website, Graphic Design, & Development.

Netflix Party Cover Image.

The Objective

Redesigning the product, branding, & user experience.

As a product designer at Netflix Party, I was responsible for redesigning the branding, experience, interface, and assets to improve & increase the amount of monthly & daily active users + installation usage on the chrome extension.

Research

Understanding the business goals, competitors, and problems

Competitive analysis

Understanding our competitors on how they solve problems of similar products that Netflix Party produces has helped me as a designer define what creative solutions could be implemented and improved for our extension. The three main primary competitors are Airtime, Scener, & Meta stream.

Showcasing the strengths, weaknesses, threats, and opportunities that Netflix Party has Showcasing competitors and similar platforms of Netflix Party Data Analysis

User data was scarce due to the lack of investment and importance in user data tracking analytic tools. The only data analytics I had access to were insights of live daily & monthly active users, along with the number of uninstalls and new user installations. With limited data, I decided to use these insights to determine if design changes were working or if it isn't working based on customer retention and churns.

User Feedback

There was an abundance of user feedback mainly based on digital form, reviews from chrome store, and insights from support emails. Lots of ideas were gained based on research and collected data with learnings on what key features, problems, challenges, and improvements could be made to reduce churn but also to improve the product’s overall user experience. Some of the critical learning pain-points discovered through user feedback were A. Setting up the party, B. Hiding chat bar, and C. A complex learning curve requiring users to dig deep in understanding the product usage.

Researched and reviewed over 1,000 out of 10,000+ emails to better understand user needs, product problems, features, and improvements.

“ ... install[ed] Netflix party on my laptop & it’s not working. It appears that it is installed, but when I go to Netflix to look for the icon to create a party it’s not there. ”

Strategy Plan

Learning about users to improve and enhance Netflix Party's product.

User stories

Based on the identified competitors, research, and given general knowledge of my targeted user audience. I’ve created several short user stories to define better and prioritize who our users are, what our users need, and why the user needs the product.

Netflix Party user stories to help define pain-points on users User Flow

Mapping out user flows of different use cases has helped me identify and define problems, pain-points, and improvements that could be redesigned to enhance user experiences in reaching their end-goal. Based on the user flow, I had proposed several solutions to improve it’s current user experiences by: A. Reducing the number of steps required to start a party, B. Redesign functionalities that are more visible and discoverable, and C. Enhancing user feedback by disabling and enabling certain features and functionalities to indicate individual states to users.

Netflix Party user flow diagram sketched Researching users and defining targeted user audiences

Assessing who my user audiences are has helped me understand who I’m designing for, their beliefs, behaviors, and familiarities so that I can better align and approach redesigning the product to capture the defined user audiences.

Netflix Party data research
Source: BusinessOfApps · Marketing Charts
User behaviors

Based on my user audiences, I conducted further research on user behaviors to understand better what individual preferences are popular with the given platforms based on a survey I’ve created. Conclusions collected from user surveys were helpful in ways where I learned about the different popularities, preferences, and tools that my defined user audiences used daily. From there, I used the data to conduct further studies and research on particular high-frequency usages of specific platforms to understand better what works well, how they’re solving societal problems, and what design strategies could be learned to improve Netflix Party’s product.

The user survey research was conducted among ~ 20 specific targeted user audiences to grasp a better sense of what platform and personal preferences are making a significant impact in their daily lives.

Further user research for Netflix Party
User data consist of international users

Discover

Exploring creative solutions, developing wireframes, and improving the product based on user research.

Brainstorm & Sketch

I had compiled and concluded simple sketches, layout, features, and ideas based on the initial user research I've done. The ideas were proposed directly to the CEO about different creative solutions, problems, and plans on the approach of redesigning the product's user interface, flow, and experiences. Brainstorming sessions often took place over several different weeks discussing new features, problems, frictions, and solutions on how to improve and increase the product's user engagement. We've also talked about how to reduce churn and to improve retention based on the database provided.

Features such as video call, chat, and other customization tools were discussed during this process based on feedback and community request features.

Notes, brainstorming, and research taken down on my notebook Sitemap

A sitemap helped visualize how the website and extension navigation, structure, and components could work together. It also helped determine through several different iterations on what parts, pages, or structures are necessary or if it is unnecessary. One of the critical main parts when developing a new sitemap for Netflix Party's extension & website was basing it off of essential user data that I've collected through user research.

I went through ~ 5 iterations rounds to reduce any unnecessary sections and pages both on the website and extension.

A quick drawn out sitemap for Netflix Party Wireframes

I created semi-low fidelity wireframes to propose new product design changes and layouts based on initial user research and user needs. The wireframes helped me better assess what functionalities, layout, and components were working and what wasn't working based on user and team feedback. From there, I continued working on iterating the wireframe throughout the year based on new features, feedback, and changes proposed by the CEO.

Tested over ~5 users and learned that some functionalities were missing ie. video chat, link, hide-show btn, etc.

Netflix Party wireframe used for conducting user research Prototype

Based on the initial semi-low fidelity wireframe and iteration process, I further developed the structure to a higher fidelity prototype showcasing what the product would look like and function. From there I developed a simple HTML, CSS, & Invision click-through prototype to conduct user testing to get an in-depth understanding of how users interact with new design changes and if there were any obstacles they faced and any positive or negative experiences they had with the product.

Interesting findings from the old extension test were funcitionalities being too cluttered, disorganized, and some being unecessary.

Netflix Party several generations of different prototype and proposals
Several generations of different design prototype proposals.
User testing results & insights

Through the several stages of user testing, I had learned a lot about the product’s weakness, holes, strengths, improvements, & features that are needed to help grow and mature the product over time. One of the central frictions that prevented users from reaching their goal was the lack of visibility and discoverability requiring a deep learning curve from users ( which was the leading cause 90% of the time users uninstall or think its “broken” ). Another insight was the lack of features requested by the community needing to have video chat & audio along with several other features. Lastly, the product lacked simple, fun activities that make the party enjoyable, fun, and impactful experience.

90% of users struggled to start a party leading to a numerous amount of frustration thinking that the product is faulty or broken

The solution

Introducing a newly designed product, website, and brand identity to create a cohesive and delightful user experience.

Redesigning the extensions interface

The initial extension design only had a chat input with a background and user messages displayed. The barebone design lacked many important functionalities and improper use of UX design that negatively affected many users' experiences. With the redesign, I came up with solutions based on research analysis and basic design principles to create a proper layout structure with hierarchy, usability, accessibility in mind. I also suggested incorporating major requested features and core functionalities such as video chat & other features to increase positive user experiences.

Comparison of the old and new design for Netflix Party
Old Netflix Party extension vs New proposed design
Empowering customization

One of the main objectives for the company was to increase user engagement based on MAU, DAU, and to increase the trajectory of retention for the business. With the redesign, I’ve resolved several significant problems by improving the visibility of buttons and functionalities to help strengthen and enhance the product’s usability. I also incorporated multiple different features to the extension based on user feedback, which was: a copy link, hide-show, profile avatar, and a majority of other product-related features to create delightful experiences in the product.

To increase user engagement customization, and possession was important principles for users to feel like they own the product rather than a mere user.

Comparison of the old and new design for Netflix Party Improving usability

To improve usability, I reduced the number of steps needed to start a party by making core functionalities, buttons, and primary call to actions more visible and prominent.

Proposed New Onboarding Flow for Netflix Party Interactions between users and the product

Incorporating visual feedback helped improve the user experiences between the product through a simple small banner or notification feedback implementation, indicating that modifications were received from user inputs. The visual feedback also helped reduce any confusion and created transparency in communication between the end-user and the product.

Meaningful and percievable feedback helps enhance, simplify, and support user's experience.

Implementing feedback for Netflix Party
Visual feedback displayed after user's created an action
Incorporating brand and consistency

Branding was essential in forming Netflix Party's identity as it helps create an environment of trust, familiarity, and recognition towards users. Consistency was another vital aspect of ensuring that all assets, colors, logos, and icons are consistent in order to bring delightful experiences to users.

Netflix Party Branding Familiarity and consistency

Popular chat platforms influenced the overall redesign layout of the extension. Design decisions were made based on familiarity and consistency placements of where standard navigation, chat input, icons, and buttons are typically found. Using this knowledge as a basis helps reduce the amount of effort and time required for users to learn the new placement and layout of the extension.

Design

Redesigns for Netflix Party.

Netflix Party Extension Design Netflix Party Gallery Design For Chrome

The Impact

The redesign improved user productivity & an increase in user installation.

9,800,000 +

installations in users since I started working as a Product Designer directly with the Founder of Netflix Party.

key learnings

What I’ve learned throughout the years at Netflix Party

My experiences and learnings at Netflix Party

I joined Netflix Party in the second year of college, after being recommended by a previous CEO I’ve interned for as a designer. Working at Netflix Party, my responsibilities were tasked to produce, oversee, and develop all assets, design, and branding for the company.

In the first few months working at Netflix Party, I was pretty scared, being that my first task was to work on a large scale project by myself. The role was profoundly challenging without any guidance on how to approach a large-scale redesign project that I wasn’t familiar with. Though I learned a lot throughout the months, making small to large-scale mistakes, not conducting sufficient user research, testing, and data. But over time, I quickly learned that the quality of importance and time needed to be spent on brainstorming, conducting user research, and understanding user behavior before working on visual design is vitally important to improve any product redesign and user experiences.

As of today, I still work at Netflix Party as a designer managing multiple projects from branding to development and product designing. I had learned a lot throughout the years, figuring out to manage large-scale redesign projects, working with developers, and understanding the process of creating a product to designing and executing for production. Over the years, there were multiple improvements, changes, proposed features, micro, and macro iterations to the extension & website made to improve the product’s user experience based on user data, research, and feedback. Today I’m still working on improving the product’s user experience and figuring out other macro and micro challenges that users face.

other responsibilities

I also managed other design projects within Netflix Party

Other work I've done

Working at Netflix Party as a Product Designer, I also have helped managed and produced multiple projects ranging from website, gallery, pitch decks, animation, and product development. To learn more you can email me for further discussion.