A Spec deck for a new social movie sharing feature called Netflix Social. This was done for my GA UX Design Immersive class in New York, NY. This is in no way endorsed or affiliated with Netflix.

1. by Candace Majedi, Mirza Alam,
Azam Zafar
Social Movie Sharing
1Sunday, September 29, 13

2. NETFLIX SOCIAL MOVIE SHARING
Netflix Social is a new movie sharing feature within Netflix that allows friends to watch and
discuss movies together - even when they’re miles apart.
It pairs the joyful experience of watching movies with friends with the convenience of
online streaming.
NETFLIX SOCIAL
OVERVIEW
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3. http://usatoday30.usatoday.com/tech/news/story/2012-04-09/streaming-video-options/54136024/1
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4. Everybody wants our customer
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5. NETFLIX SOCIAL MOVIE SHARING
Everybody wants our customer. Everyday new challengers arise to gain our customer’s
attention. And our customers aren’t loyal to providers. Many consumers maintain
simultaneous relationships with multiple video providers, from HBO go to Hulu to Amazon.
Right now, the differentiator among providers is the content, not the delivery system.
Getting “good” content is subjective and acquiring enough new content is one of our biggest
challenges.
How can Netflix differentiate from the pack and encourage customers to stay with
us and engage more often?
THE CHALLENGE
PRODUCT DESCRIPTION
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6. NETFLIX SOCIAL MOVIE SHARING
THE SOLUTION
Our solution, NETFLIX SOCIAL, a movie sharing feature within Netflix, allows users to
stream movies together for a shared experience. It addresses the delivery system and would
be unique to Netflix among our competitors. Users already try to watch movies together sub-
optimally on their own. is feature and can both increase the frequency of streaming
among customers and the number for viewers engaging with Netflix.
PRODUCT DESCRIPTION
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7. NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL
RESEARCH
PLANNING
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8. NETFLIX SOCIAL MOVIE SHARING COMPETITIVE ANALYSIS
Findings: Netflix is the only provider who personalizes movie recommendations based on
personal preferences.
Opportunity Identified: Reinforce and build upon the personal relationship we already have
with the user.
Netflix Amazon iTunes Hulu YouTube
Personalization at sign in x
Buy the DVD x x
Available without a subscription x x x x
Exclusive content for subscribers x x x
Exclusive content for non-subscribers
Curated movie lists x x x
Personalized recommendations x x x x
Taste preference wizard x
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9. NETFLIX SOCIAL MOVIE SHARING
User Interviews with 5 Study Participants
• All users of Netflix
• All with social networking profiles
• 1 heavy movie watcher, frequently writes online reviews
• 3 moderate movie watchers, sometimes writes online reviews
• 1 infrequent movie watcher, has never written a review online
Script
We asked them about group movie watching and their decision
making process when choosing a movie and in what ways they
engage with others around movies including post-movie
analysis and giving or receiving recommendations.
METHODS
USER INTERVIEWS
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10. NETFLIX SOCIAL MOVIE SHARING
•All participants streamed movies or TV shows with friends,
some tried to stream simultaneously on their own
•Recommendations from trusted sources (like-minded friends,
family members, bloggers) held more sway than the current
“Recommended for you” from Netflix.
•e most common time to discuss a movie was immediately
after the movie.
•When a social aspect was connected to a movie (via intended
discussion or shared experience) engagement with the content
increased.
FINDINGS
USER INTERVIEWS
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11. NETFLIX SOCIAL MOVIE SHARING
•Recommendations from trusted sources integrated into Netflix
•Create a shared viewing experience
•Movie discussion capability
OPPORTUNITIES
USER INTERVIEWS
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12. NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL
PERSONAS
PLANNING
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13. Leila Harper, 25 year old Account Manager
(Midtown Manhattan)
Source:http://www.drbilldean.com/2012/10/womens-health-and-disease-prevention.html/happy-smiling-hispanic-woman
Source: http://www.flickr.com/photos/ikhlasulamal/
“ I love watching
movies with my
friends! Having that
shared experience is
what makes it so fun”
Leila is a recent college grad who is working a nice office gig in
midtown Manhattan. Even though she enjoys her current role she
is always looking for ways to advance her career. She works hard, but that
doesn't stop her social schedule. She always has plans - if work doesn’t get in
the way! Movies and TV shows are a major part of her monthly entertainment.
She’ll take the recommendation of close friends or family members and back
up that recommendation with the rating on Rotten Tomatoes.
She prefers watching movies and shows with friends so she can share in the
moments with them - the happy, the sad, and everything in between.
Watching plot lines unfold is an emotional experience for her and she enjoys
discussing the movie immediately after watching with those around her. -
when she’s “in the moment.”
Likes:
Up and Coming artists
Staying in touch with friends and colleagues
Movie Nights and Award Show Parties
Frustrations:
Predictable big-box Movies
Risk
Being out of the loop
Needs/Goals:
Convenient way to plan movie nights
More opportunities to spend time with friends
Socializer
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14. Mason Guillarte, 28 year old Educator
living in Brooklyn
http://www.wikihow.com/images/a/a0/Become-a-Film-Buff-Step-3.jpg
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=XjrvBZGCY3BCzM&tbnid=OvVKQYn_Tpi20M:&ved=0CAUQjRw&url=http%3A%2F%2Fen.m.wikipedia.org%2Fwiki%2FFile
%3AFilm_Buff.jpg&ei=rH5EUpqqONO44AOfj4CICg&bvm=bv.53217764,d.dmg&psig=AFQjCNHXMnqFHakz_6BZalwViDotzdCmSQ&ust=1380306969412927
“A truly great
movie is rare
and worth
discussing”
Mason is a teacher working out in the neighborhood of Bedford Park. And
he couldn’t have picked a better profession! Mason is a man who loves the
free exchange of ideas. He is an art junkie, bar none and gets his fix by
sharing an admiration of a great film with like-minded friends. He speaks
about everything from its poor cinematography and great lighting to how
the films breaking from traditional narrative structure and character
development are leading to a sea change in the American cultural lexicon.
Not only does Mason love watching, discussing and sharing films with others
to him a great film might as well be a North Star to the soul.
He doesn’t have a traditional television and instead streams all of his media
content. He uses multiple sources to stream from including Netflix,
especially to watch older movies he’s seen before.
Likes:
High-Brow Culture
Indie and Cult Films
Demonstrated Intelligence
Frustrations:
Reality TV
Chatty Movie- Goers
Needs/Goals:
Read expert reviews
Discuss films with like-minded individuals
Film Critic
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15. Tom Miller, 26 year old pharmacist
living in Pelham Parkway
Source:Creativecommons, no citation necessary
Source:http://farm9.staticflickr.com/8229/8567092382_a94889f040.jpg
“I’ll keep the TV on
in the background
but I would rather
read a book”
Tom is an easy-going guy who compromises easily when it comes to
entertainment. He’s usually happy to do or watch whatever his girlfriend wants
to do or watch. As long as he can watch his shows when he’s alone cleaning his
apartment he’s satisfied. He’s heard of some new shows on Netflix but hasn’t
bothered watching them - he already has a network TV show he’s catching up
on and that’s plenty for him. He hasn’t watched Netflix in a couple months.
And that one time he did he used his friends account to watch the movie
version of a book that he just read.
Likes:
Simplicity
Tradition
Familiarity
Frustrations:
Complicated Gadgetry
Confrontation
Browsing movies
Needs/Goals:
Network shows available via online streaming
Casual Watcher
Not a persona targeted in this product
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16. NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL
SCENARIOS
PLANNING
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17. NETFLIX SOCIAL MOVIE SHARING SCENARIOS
Use Case Requirements
CHOOSE A MOVIE
- Get Recommendations
- See Reviews
- Browse shared lists
SCHEDULE STREAM WITH FRIENDS
- Invite friends
- Set day/time
JOIN THEATRE
- Live stream and Chat
Key Insight:
Condense recommendations into the flow of choosing a movie
http://www.visualphotos.com/image/2x3752864/people_buying_movie_tickets_at_the_box_office
http://marketingtowomenonline.typepad.com/blog/2010/03/new-research-shows-women-buy-more-movie-tickets-than-men.html
Leila Harper, 25 year old Account
Manager
(Midtown Manhattan)
Socializer
Socializer Plans a Movie Night
Leila misses her friends from college and plans to watch a movie with her
old roommate next Friday. ey both have a few movies they’d like to
watch, but Leila will make the final call. Leila does the research to figure
out which movie they should see. In the end, she chooses Cloud Atlas
which was on both of their lists and got great reviews. She sends out the
invitation and now they both have a friendly “date” for next week at 8:00
pm.
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18. NETFLIX SOCIAL MOVIE SHARING SCENARIOS
Use Case Requirements
CHOOSE A MOVIE
- See reviews from an expert
SET CONTROLS
- Disables chat and other controls
DISCUSSION
- Chatroom stays open after the movie
Key Insight:
Ability to find movies recommended by experts or in other people’s lists
http://www.visualphotos.com/image/2x3752864/people_buying_movie_tickets_at_the_box_office
http://marketingtowomenonline.typepad.com/blog/2010/03/new-research-shows-women-buy-more-movie-tickets-than-men.html
Mason Guillarte, 28 year old Educator
living in Brooklyn
Film Critic
Film critic watches a film with his colleague
Mason watches a new movie almost every night, from obscure to cult film
classics. His colleague suggested this new indie flick that his friend
produces, so they’re going to watch it together and discuss it afterwards.
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19. NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL
PRODUCT DESIGN
PLANNING
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20. NETFLIX SOCIAL MOVIE SHARING #1 CONCEPT SKETCHING
We sketched out different interfaces that
worked with Netflix’s current design.
Screen ideation
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21. NETFLIX SOCIAL MOVIE SHARING
We conducted usability interviews with 5 people and asked
them to invite a friend to watch a shared movie.
User Testing
#2 DESIGN HYPOTHESIS
Findings
• Integrate Netflix Social elements onto homepage
• Create lexicon (shared streaming, launch theatre, RSVP)
• Adjust copy and icon usage throughout the invitation
process
Opportunities
•Our interface was intuitive to use
•People truly liked the movie sharing concept and
understood its function
• e new “Social” tab wasn’t apparent to users
• Copy wasn’t always understood.
• Calendar widget was skipped when setting up an invitation
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22. NETFLIX SOCIAL MOVIE SHARING DESIGN EDITS
Homepage Before Homepage After
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23. NETFLIX SOCIAL MOVIE SHARING
We tested two types of control features:
• Modal each time when entering eatre
• Progressive disclosure
User Testing
#3 DESIGN REFINEMENT
Findings
Integrate new features without disrupting the simplicity
users preferred.
Opportunities
Users preferred progressive disclosure for the controls and
wanted a default setting for host-only control.
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24. NETFLIX SOCIAL MOVIE SHARING DESIGN ADDITION
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25. NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL
USERFLOWS
PLANNING
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26. NETFLIX SOCIAL MOVIE SHARING Overall Concept Model
External
ratings
Recommendations
Choose movie
RSVP
Changing
RSVP
Invite Friends Viewing a movie
Controls
Choose
Time
chat
webcam
“Host”
Friends
“Host” Tasks
Shared Tasks
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27. NETFLIX SOCIAL MOVIE SHARING USERFLOW
Invite Friends to Watch a Shared Stream
(logged in)
Yes
No
Yes
(logged in)
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28. NETFLIX SOCIAL MOVIE SHARING USERFLOW
Watch a live stream with Friends
(logged in)
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29. NETFLIX SOCIAL MOVIE SHARING USERFLOW
RSVP for Shared Stream
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30. NETFLIX SOCIAL MOVIE SHARING USERFLOW
Follow a Blogger
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31. NETFLIX SOCIAL MOVIE SHARING USERFLOW
Send Recommendation Friends
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32. NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL
KEY SCREENS
PLANNING
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33. NETFLIX SOCIAL MOVIE SHARING HOMEPAGE SCREEN
Link to the new social page
of Netflix
Link to friends profiles
A
B
A
B
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34. NETFLIX SOCIAL MOVIE SHARING SOCIAL PAGE SCREEN
A
B
C
E
D
Movies scheduled to be watch
with friends.
“Launch eatre” button
appears within 10 minutes of
start time.
A
B
Recommended from friends
Your friend’s movie queue
C
D
Movies that are in both your
queue and your friends queueE
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35. NETFLIX SOCIAL MOVIE SHARING MOVIE CHOICE SCREEN
A
B
C
D
E
Movie you’re going to watch
Reviews pulled from external
sources, i.e. Rotten Tomatoes
A
B
List of Friends who also have
this movie in their queue
Button that allows you to
watch the film with friends
C
D
Member Reviews ordered by:
Favorites then Friends then
everyone else
E
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36. NETFLIX SOCIAL MOVIE SHARING INVITATION SCREEN
Choose friends to watch a video
with
Select a date and time to watch
the film with friends
A
B
Send the invitation
D
A
B
D
Attach an optional note
C
C
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37. NETFLIX SOCIAL MOVIE SHARING VIEWING SCREEN
B
C
A
B
C
Webcam and Chat windows
open and close like drawers
Streaming control is within
playback toolbar - the person
hosting the session sets the
control for everyone.
A
B
Movement of mouse brings up
the control bar and webcam/
chat icons
C
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38. Contact:
Candace Majedi cmajedi@gmail.com
Mirza Alam mealam42@gmail.com
Azam Zafar azamzafar@gmail.com
http://share.axure.com/NC1HH2/HOME.html
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