Netflix Recommendations

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Assumed client project from Ross School of Business MKT618. Chosen Client: Netflix.

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Netflix Recommendations

  1. 1. Improving User Experiences on Class MKT618 Fall 2013 Sec 02 Final Presentation Team Yui Xiaoyu Ji, Elsa Hsiao-chih Lin, Jesyka Palmer Josephine Hengjuan Qian, Tina Guiting Ye
  2. 2. Intro ➔ World’s leading Internet TV network Founded in 1997. 37 million subscribers stream movies and TV series ➔ Individual User Profile Function Allows different users on the same account access to their own recommendations ➔ Facebook Partnership Links Facebook and Netflix accounts to improve recommendations Intro & Problem Definition Secondary Research Analysis & Findings Recommendations Limitations Q&A
  3. 3. Problem Definition Decision Problem How to improve a Netflix subscriber’s website experiences? Research Questions 1. How satisfied are subscribers with their current recommendations and browsing experience on their Netflix homepage? 2. How can we improve the individual user profile experience on Netflix? Intro & Problem Definition Secondary Research Analysis & Findings Recommendations Limitations Q&A
  4. 4. Secondary Research Four Perspectives 1. Individual User & Social Network Data 2. Accuracy of Recommendation System 75% of what is watched comes from the recommendations on a user’s homepage 3. User Profile & Privacy 4. Browsing features on Netflix Intro & Problem Definition Secondary Research Analysis & Findings Recommendations Limitations Q&A
  5. 5. Survey 144 189 Valid Results Total 30 Non-Users 15 Unfinished Intro & Problem Definition Secondary Research Analysis & Findings Recommendations Limitations Q&A
  6. 6. Finding #1 ❏ Facebook integration is ineffective and not utilized. ❏ Only 5.6% of users have linked their accounts. Intro & Problem Definition Secondary Research Analysis & Findings 5.6% Links to Facebook Recommendations Limitations Q&A
  7. 7. Finding #2 ❏ Overall Satisfaction 58.3% of subscribers use the recommendation system to find movies, but the recommendation system needs improvement. ❏ Only 34.7% of users rate shows after viewing. ❏ Page Browse Ratings? Yes User reviews and ratings do not improve recommender system. ❏ Search Box No Reviews 0 1-3 89.6% of users have not written a movie review in the past 3 months. 4-6 7+ No difference in overall satisfaction for each of the three tests. Intro & Problem Definition Secondary Research Analysis & Findings Recommendations Limitations Q&A
  8. 8. Finding #3 ❏ Reliability Intro & Problem Definition Overall Satisfaction Overall Satisfaction Overall Satisfaction Factors that significantly affect a user’s overall satisfaction: ❏ Ability to clearly read the posters ❏ User’s activity level on Netflix ❏ Reliability of the system ❏ Account integration with Facebook ❏ Number of reviews written Readability Secondary Research Analysis & Findings No Facebook Recommendations Yes Limitations Q&A
  9. 9. Finding #4 ❏ Only 56.4% of subscribers have created a user profile, despite the fact that almost 80% of subscribers share their account with at least one other person. Intro & Problem Definition Secondary Research 80% Share Account With Others 56.4% Created User Profile Analysis & Findings Recommendations Limitations Q&A
  10. 10. Finding #5 The creation of a user profile does not improve the recommendation system nor the overall satisfaction. # of Users ❏ Profile vs Reliability System Reliability # of Users Profile vs Overall Satisfaction Created Profile Did Not Create Profile Satisfaction Level Intro & Problem Definition Secondary Research Analysis & Findings Recommendations Limitations Q&A
  11. 11. Finding #6 Extreme privacy concerns Subscribers are very concerned about their general privacy Mean: 5.6, STD: 1.5 (7pt scale) Willing to share a few private things Yet, they agree that their user profile is not secure from others on the same account, but they don’t care, and they don’t want the ability to password protect. Intro & Problem Definition Secondary Research Analysis & Findings Recommendations Limitations Q&A
  12. 12. Recommendations 1. Improve the reliability of the current recommendation system and incentivize users to rate more often. 2. Decision Problem Conduct further research on the accuracy of the recommendation system from various aspects (user ratings and user reviews). 3. Facebook integration should be altered. Begin exploring different social media platforms. How to improve a Netflix subscriber’ s website experiences? Research Question How satisfied are subscribers with their current recommendations and browsing experience on their Netflix homepage? Intro & Problem Definition Secondary Research Analysis & Findings Recommendations Limitations Q&A
  13. 13. Recommendations Decision Problem 1. How to improve a Netflix subscriber’s website experiences? Conduct further research into why users do not create individual profiles. 2. Conduct further research into other aspects of security/privacy that might strengthen this feature (family/children’s profiles). 3. Explore different aspects of the user profile that could be improved (ability to customize avatar, etc). Research Question How can we improve the individual user profile experience on Netflix? Intro & Problem Definition Secondary Research Analysis & Findings Recommendations Limitations Q&A
  14. 14. Limitations ❏ User profiles lopsided on privacy UX improvements encompases a broad scope, our team survey focuses on user profiles and privacy, other routes are not explored. ❏ Over-represented sample We distributed through personal social networks. There may be age and/or gender bias. ❏ Non-current users were excluded from our survey Intro & Problem Definition Secondary Research Analysis & Findings Recommendations Limitations Q&A
  15. 15. Questions? Thank y’all! Intro & Problem Definition Secondary Research Analysis & Findings Recommendations Limitations Q&A

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