This deck was prepared for educational purpose and has no association with Netflix in anyway. In case you want to know more, visit playflix.carrd.co or reach out at vagadro@gmail.com

1. Playlist
Explore, watch and share content the easy way

2. The Problem Empathy Define Ideate
Prototype and
Test
Potential
Problems
Roadmap
Users find it difficult to choose/explore the right
content to watch and end up spending too much
time on searching content because of Netflix’s
overwhelming library and not so accurate
recommendation system
Target Personas
Validation
4 Netflix users were interviewed and 41 user
surveys were conducted to understand depth of
the problem
~49% users(mostly gen Z) do not
find the current recommendation
useful
~ 70% users follow
recommendations by family/friends,
generally shared verbally
~80% of users ( all age group)
suggested there should be a better
way to share recommendations in
Netflix which makes finding content
easy
Quick Watchers: people who do
not want to waste time searching
for content and stick to suggested
shows/recurrent content
Explorers: people who like to
explore new content to watch

3. Why NOW?
The Problem Empathy Define Ideate
Prototype and
Test
Potential
Problems
Roadmap
Potential Value Generated
For the Business
For Target Customers
Users will be able to find right content to watch on
the platform seamlessly without spending much time
Although Netflix leads the global streaming market
share, its projected growth has seen a drop of ~3%
in Q4 ‘21 which happened for the first time since 2015
Thus, since the content streaming market has become
extremely competitive due to entrance of other
players, Netflix has too come up with new features to
enhance user engagement for minimizing migration
and maximizing user acquisition
% of US Video Streaming Distribution
Netflix
Prime Video
Disney
Hulu
Other
Source: Nielsen, 2020
Search Experience
Streaming and content consumption
= Revenue
Improved search experience will drive Customer
satisfaction and in turn will lead to increase in revenue

4. Solutions
1 2 3
Content Rating System:
Create rating system for
content on Netflix to help user
choose content as per the
ratings
Play Random:
Create a "Random Play" button
on Netflix user page which would
randomly play content as per
user's streaming history and
analytics
Custom Playlists:
Many users want to explore
content beyond Netflix's
recommendations but they do
not have option to. Playlists will
help users to find movies/shows
depending on there likes and
dislikes by searching for a playlist.
Solution Prioritization
Solution Impact (I) Confidence (C) Effort (E) Score = I*C/E
Play Random Low Low Low Low
Rating System Medium Medium Low Medium
Custom Playlist High High High High
Customer Playlist, which supports
user/platform interaction has a high
priority score and gives more
confidence to user to decide to choose
what to watch in a seamless manner
Final Solution
Empathy Define Ideate
Prototype and
Test
Potential
Problems
Roadmap

5. Solution Details Empathy Define Ideate
Prototype and
Test
Potential
Problems
Roadmap
Hrithik wants to watch a
Brad Pitt movie while
having lunch but cant
decide which one to
watch
Searches “Brad Pitt” but
gets confused amongst
ton of options
Searches for Brad Pitt’s
movies on google search
and decides to watch
“Furry”
Searches “Furry” on
Netflix and finds out
movie is not listed on
Netflix
Frustrated, ends up
watching “Friends”
again
Searches “Brad Pitt”,
gets playlist options like
“top 5 Brad Pitt Movies”
Quickly looks at # of
shares and Ratings of
playlists
Confidently selects one,
adds into its My List
section by pressing +
button
Happily watches movie
with coke and popcorns
Proposed Solution
Current Process

6. Solution Desirability Empathy Define Ideate
Prototype and
Test
Potential
Problems
Roadmap
Landing Page describing solution offering and value proposition in detail: Netflix Playlist
Solution Analysis
160 Page views with 63.8 %
Bounce rate
5 min 21 sec avg. session
duration
89% of interested users were
positive about the idea and felt
the solution will help search
content better and faster
~72% of interested users are
high likely to recommend this
feature

7. Success Metrics Empathy Define Ideate
Prototype and
Test
Potential
Problems
Roadmap
Reach Activation Engagement Business Specific
Playlist Usage %
# users used playlist
(added or created)
Total number of Netflix
users
Feature Activation %
# of users using playlist
within 15/30/45 days
Total number of Netflix
users
% Engagement per
user
# of playlists which are
shared
Total number of playlists
created by user
Avg. streaming hour
change per user
(before vs after
product launch)
Avg. streaming hour
change per content
(before vs after
product launch)

8. Potential Pitfalls Empathy Define Ideate
Prototype and
Test
Potential
Problems
Roadmap
Multiple playlist with
same title
Unavailability of share
option in Desktop
version
Mitigate by creating
tutorials (within app,
YouTube, Instagram) on
how to efficiently use the
feature
This in turn will also drive
users towards feature
discovery and awareness
Mitigated by adding creator
username against the
playlist title.
For e.g.
Top 5 Brad Pitt by vagadro
Top 5 Brad Pitt by whamybear
Share feature to be a part
of Mobile version only in
short term (as is current)
For desktop version
people will have to use
search and add feature to
add playlist
High Learning Curve

9. Roadmap Empathy Define Ideate
Prototype and
Test
Potential
Problems
Roadmap
Phase I- Test Phase II- Rollout Phase III- Improve
Test in a single Geography
- This will ensure people
sharing a playlist will see the
same content
Test product on Mobile
- Since share feature is only
available on mobile version
currently
Full Rollout
- Open feature for all
countries
Launch on Desktop
- Launch on Desktop to
ensure maximum
engagement
Metrics Analysis
- Monitor country specific
metrics to check usability
Product analysis
- Identify pain points and try
to solve aiming at
continuous product
improvement
Introduce Rewards
- Launch rewards program.
E.g: 1 month free
subscription for user’s
playlist with maximum
shares