Exemplar Site: Netflix Mary Catlin COMM-6961: Information Architecture 2. March, 2009
Information-Seeking <ul><li>Typical Netflix user </li></ul><ul><ul><li>Known-item seeker </li></ul></ul><ul><ul><li>Explor...
Online vs. In-store <ul><li>Source : Copyright 2008 Peer Insight LLC </li></ul><ul><li>www.peerinsight.com/netflixjourney....
Online vs. In-store <ul><li>Source : Copyright 2008 Peer Insight LLC </li></ul><ul><li>www.peerinsight.com/netflixjourney....
Organization Scheme:  Hybrid, by genre <ul><li>Genre: “a class of art (or artistic endeavor) having a characteristic form ...
Organization Scheme <ul><li>User can rate genres </li></ul><ul><li>Personalization </li></ul><ul><ul><li>based on genre an...
Organization Structure: Narrow and Deep <ul><li>Two views: </li></ul><ul><ul><li>Genres > Sub-genres </li></ul></ul><ul><u...
Organization Structure: Database <ul><li>Source : from syllabus of University at Buffalo, CSE 462: Database Concepts http:...
Database => Metadata <ul><li>Source : from syllabus of University at Buffalo, CSE 462: Database Concepts http://www.cse.bu...
Navigation Global Local Contextual
Navigation <ul><li>No sitemap! </li></ul><ul><li>No site index!  </li></ul><ul><ul><li>Show all genres </li></ul></ul><ul>...
Labeling <ul><li>Double/triple duty </li></ul><ul><li>Labels serve as headings, contextual links, navigation system choice...
Search <ul><li>Powerful, powerful, powerful browse for exploratory seekers </li></ul><ul><li>Search is for known-item seek...
Stemming
Search <ul><li>No advanced search! </li></ul><ul><li>No Booleans or other tricks </li></ul><ul><li>What if Netflix doesn’t...
Just N/A?
Fancy Features <ul><li>Recommendation / predictions engine </li></ul><ul><ul><li>Netflix has been working on this forever ...
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Netflix Exemplar

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Netflix Exemplar

  1. 1. Exemplar Site: Netflix Mary Catlin COMM-6961: Information Architecture 2. March, 2009
  2. 2. Information-Seeking <ul><li>Typical Netflix user </li></ul><ul><ul><li>Known-item seeker </li></ul></ul><ul><ul><li>Exploratory seeker </li></ul></ul><ul><li>Browse & Search </li></ul><ul><ul><li>Berry-picking: following hyperlinks </li></ul></ul><ul><ul><li>Pearl-growing: “More like this” </li></ul></ul>
  3. 3. Online vs. In-store <ul><li>Source : Copyright 2008 Peer Insight LLC </li></ul><ul><li>www.peerinsight.com/netflixjourney.pdf </li></ul>
  4. 4. Online vs. In-store <ul><li>Source : Copyright 2008 Peer Insight LLC </li></ul><ul><li>www.peerinsight.com/netflixjourney.pdf </li></ul>
  5. 5. Organization Scheme: Hybrid, by genre <ul><li>Genre: “a class of art (or artistic endeavor) having a characteristic form or technique” http://wordnetweb.princeton.edu/perl/webwn?s=genre </li></ul><ul><li>20 über- genres (user may Show all genres) </li></ul><ul><li>IMDb uses 27 genres, Yahoo! Movies: 14 </li></ul><ul><li>Mix of: </li></ul><ul><ul><li>Topic or theme (Action, Drama, etc.) </li></ul></ul><ul><ul><li>Delivery or viewing medium or platform (e.g. Blu-ray, TV) </li></ul></ul><ul><ul><li>Audience (e.g. Family, GLBT) </li></ul></ul><ul><li>Within genre: sort by title, year, MPAA, rating </li></ul>
  6. 6. Organization Scheme <ul><li>User can rate genres </li></ul><ul><li>Personalization </li></ul><ul><ul><li>based on genre and movie ratings, Netflix recommends titles </li></ul></ul><ul><li>Little to no customization </li></ul>
  7. 7. Organization Structure: Narrow and Deep <ul><li>Two views: </li></ul><ul><ul><li>Genres > Sub-genres </li></ul></ul><ul><ul><ul><li>Gallery view </li></ul></ul></ul><ul><ul><ul><li>Sortable list </li></ul></ul></ul><ul><ul><li>Gallery view organization </li></ul></ul><ul><ul><ul><li>Suggestions for you (if genre is user-rated) </li></ul></ul></ul><ul><ul><ul><li>Sub-genre </li></ul></ul></ul><ul><ul><ul><li>Other: </li></ul></ul></ul><ul><ul><ul><ul><li>Top 25 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Award Winners </li></ul></ul></ul></ul><ul><ul><ul><ul><li>New Releases </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Critics' Picks </li></ul></ul></ul></ul>
  8. 8. Organization Structure: Database <ul><li>Source : from syllabus of University at Buffalo, CSE 462: Database Concepts http://www.cse.buffalo.edu/~staworko/index_files/teaching.html </li></ul>
  9. 9. Database => Metadata <ul><li>Source : from syllabus of University at Buffalo, CSE 462: Database Concepts http://www.cse.buffalo.edu/~staworko/index_files/teaching.html </li></ul>
  10. 10. Navigation Global Local Contextual
  11. 11. Navigation <ul><li>No sitemap! </li></ul><ul><li>No site index! </li></ul><ul><ul><li>Show all genres </li></ul></ul><ul><li>No bread crumbs! </li></ul><ul><li>Guide for non-members => free trial </li></ul><ul><li>Everything that can be linked is linked </li></ul>
  12. 12. Labeling <ul><li>Double/triple duty </li></ul><ul><li>Labels serve as headings, contextual links, navigation system choices, search keywords </li></ul><ul><li>Textual only (except ) </li></ul>
  13. 13. Search <ul><li>Powerful, powerful, powerful browse for exploratory seekers </li></ul><ul><li>Search is for known-item seekers </li></ul>
  14. 14. Stemming
  15. 15. Search <ul><li>No advanced search! </li></ul><ul><li>No Booleans or other tricks </li></ul><ul><li>What if Netflix doesn’t have it? </li></ul>
  16. 16. Just N/A?
  17. 17. Fancy Features <ul><li>Recommendation / predictions engine </li></ul><ul><ul><li>Netflix has been working on this forever </li></ul></ul><ul><ul><li>Contests to solicit solutions </li></ul></ul><ul><ul><li>Subject of much academic speculation </li></ul></ul><ul><li>Friends </li></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Social networking features </li></ul></ul><ul><ul><li>Takes effort on the part of users </li></ul></ul>
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