Add A New Feature
Add A New Feature
Add A New Feature
Add A New Feature
Add A New Feature
Add A New Feature
Project Planning
Project Background
For this capstone project, I’ve chosen to add a new feature to Netflix, an American video on-demand streaming service. While this app already has personalized recommendations based on algorithms, mood-based suggestions would give users an alternative way to discover content and personalize their experience.
Project Background
For this capstone project, I’ve chosen to add a new feature to Netflix, an American video on-demand streaming service.
While this app already has personalized recommendations based on algorithms, mood-based suggestions would give users an alternative way to discover content and personalize their experience.
Project Details
This is a capstone project for the course UX Academy, not a commercial project.
Project Details
This is a capstone project for the course UX Academy, not a commercial project.
Role
Role
UX/UI Designer with support from mentor (DesignLab Project)
Project Type
Project Type
Adding A Feature
Timeline
Timeline
June 2025
Industry
Industry
Video Streaming Apps
Tools Used
Tools Used
Figma, Canva, Zoom, Calendly
The Problem
Currently Netflix does not have a dedicated feature that allows users to choose what to watch based on their current mood/emotional state.
The Problem
Currently Netflix does not have a dedicated feature that allows users to choose what to watch based on their current mood/emotional state.
Research
Competitor Analysis
I compared the features, strengths, and weaknesses of the 3 top streaming platforms. HBO Max, Hulu and Amazon Prime.
To view full competitive analysis click on "Download" button below.
The analysis showed that there is an opportunity for providing a feature that focuses on mood-based selection. Futhermore this suggests the opportunity to further personalize the experience for the user. All 3 competitors provide a robust mobile app, personalizable features, and flexible pricing plans.
I compared the features, strengths, and weaknesses of the 3 top streaming platforms:
HBO Max, Hulu and Amazon Prime.
To view full competitive analysis click on "Download" button below.
This analysis showed that there is an opportunity for providing a feature that focused on mood-based selection. Furthermore this suggests, the opportunity to further personalize the experience for the user. All 3 competitors provide a robust mobile app, personalizable features, and flexible pricing plans.
Competitor Analysis
User Interviews
User Interviews
Research Goal
We want to learn how current users want to select their mood so that we design a seamless and intuitive experience.
Method
1 Interview with 5 participants via Zoom [30-45 min].
Research Goal
We want to learn how current users want to select their mood so that we design a seamless and intuitive experience.
Method
1 interview with 5 participants via Zoom [30-45 min]
Target Audience: Current and Past Netflix Subscribers, Tech-Savy
Target Audience: Current and Past Netflix Subscribers, Tech-Savy
Results
Results
User Personas
User Personas
Affinity Map
Affinity Map
Prioritization and Roadmapping
Buisness Goal: To improve user experience with overall product.
Feature Roadmap
Using a feature set template provided by DesignLab, the following features were mapped out and prioritized per user needs.
Feature Roadmap
Using a feature set template provided by DesignLab, the following features were mapped out and prioritized per user needs.
User Flows
I mapped the primary route a user would take:
1. Choosing what to watch.
User Flows
I mapped the primary route a user would take:
1. Choosing what to watch.
Wireframes
Low-Fidelity Wireframes
Low-Fidelity Wireframes
The low-fidelity wireframes below focused on the layout, navigation, and forms.
The low-fidelity wireframes below focused on the layout, navigation, and forms.
Low-Fidelity Testing
Low-Fidelity Testing
To encourage early testing, the following low-fidelity screens were tested in a high-level manner
Research Goal: Find out how easily users can navigate throughout the wireframes and are able to complete the pre-determined tasks.
Method: 1 Interview 5 participants via Zoom.
Pre-Determined Tasks:
1. Choosing content to watch per mood/emotional state.
2. Save a mood to panel.
3. Going to "saved moods" Panel.
To encourage early testing and early iteration, the following low-fidelity screens were tested in a high-level manner.
Research Goal: Find out how easily users can navigate throughout the wireframes and are able to complete the pre-determined tasks.
Method: 1 interview 5 participants via zoom.
Pre-determined tasks:
1. Choosing content to watch per mood/emotional state.
2. Save a mood to panel.
3. Going to "Saved Moods" Panel.
Low-Fidelity Results
Several users expressed wanting to have a better distinction between “my list” and the “saved moods panel”.
Overall users found this feature easy to navigate.
Several users mentioned the need to have proper button/text hierarchy so they can understand the different possible actions (where to click).
Several users suggested having a visual distinction of this new feature on the side panel.
Low-Fidelity Results
Several users expressed wanting to have a better distinction between “my list” and the “saved moods panel”.
Overall users found this feature easy to navigate.
Several users mentioned the need to have proper button/text hierarchy so they can understand the different possible actions (where to click).
Several users suggested having a visual distinction of this new feature on the side panel.
High-Fidelity Wireframes
High-Fidelity Wireframes
After reviewing the low-fidelity wireframes with users in testing, the following High-fidelity wireframes were created.
After reviewing the low-fidelity wireframes with users in testing, the following High-fidelity wireframes were created.
Per user feedback, it was important to have a visual distinction of the new feature.
It was important to ensure that enough moods/emotions were displayed, so users had that personalization.
To further optimize the feature, a "Saved Moods" Panel was introduced, to allow users to save searches made per mood.
UI Design
UI Design
UI/Visual Design
UI/Visual Design
It was important to ensure that the UI design of the different emotions/mood matched the Netflix Brand Colors,
The success/confirmation message needed to seamlessly blend in with the existing UI, while also being distinguishable for users.
When introducing the new feature, the UI had to include accessible and intuitive CTA buttons that blended with the existing UI.
Testing & Iterations
Testing & Iterations
Usability Testing [High-Fidelity Prototype]
Usability Testing [High-Fidelity Prototype]
Research Goal: Find out how easily users can navigate throughout the wireframes and are able to complete the pre-determined tasks.
Method: 1 Interview 5 participants via Zoom.
Pre-Determined Tasks:
1. Choosing content to watch per mood/emotional state.
2. Save a mood to panel.
3. Going to "saved moods" Panel.
To encourage early testing and early iteration, the following low-fidelity screens were tested in a high-level manner.
Research Goal: Find out how easily users can navigate throughout the wireframes and are able to complete the pre-determined tasks.
Method: 1 interview 5 participants via zoom.
Pre-determined tasks:
1. Choosing content to watch per mood/emotional state.
2. Save a mood to panel.
3. Going to "Saved Moods" Panel.
Usability Testing Results
Usability Testing Results
Revisions
Revisions
I decided not to force any changes, instead I just added the suggestion discussed in our mentor session about further research.
Further testing to determine moods to be displayed in feature; This will allow users to have a even more personalized experience when choosing the content to watch.
I decided not to force any changes, instead I just added the suggestion discussed in our mentor session about further research.
Further testing to determine moods to be displayed in feature; This will allow users to have a even more personalized experience when choosing the content to watch.
Final Prototype
Final Prototype
Final Reflection
Lessons Learned:
1. Trust the user testing process and it's power.
2. Less steps for the user is better.
3. Trust your instinct for making features simple and easy for user.
Future Opportunities:
1. Add allergen information.
2. Conduct a similar survey but to 50 participants.
3. Add chat option with other members.
4. Add the wishlist feature.
Final Reflection
Lessons Learned:
1. Trust the user testing process and it's power.
2. Less steps for the user is better.
3. Trust your instinct for making features simple and easy for user.
Future Opportunities:
1. Add allergen information.
2. Conduct a similar survey but to 50 participants.
3. Add chat option with other members.
4. Add the wishlist feature.
Final UI Design
Final UI Design
Ready to Achieve Your Goals?
I’ll help you reach new heights and stay ahead of competitors.
Ready to Achieve Your Goals?
I’ll help you reach new heights and stay ahead of competitors.
Ready to Achieve Your Goals?
I’ll help you reach new heights and stay ahead of competitors.