Hello! my name is Godwin Joseph
I am a user interface and experience designer. You can find more about me here.
Hello! my name is Godwin Joseph
I am a user interface and experience designer. You can find more about me here.
Allow me to take you through 4 of my recent projects
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My portfolio
Building a user-friendly portfolio
004
Amazon prime video
Netflix
We started by checking out the competition
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IMDB rating
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Play trailer option
COMPETITIVE ANALYSIS
In order to find gaps and opportunities, we started by comparing Netflix with its two main competitors in India - Amazon Prime Video & Disney+Hotstar. The team members created individual analysis reports and came together to share our findings.
We found that Netflix missed out on 2 features compared to Amazon prime videos
The story
As part of my program at 'Humber college', The cohort was asked to find gaps and design a solution from a list of live apps and websites. I, along with 2 other students as a group picked Netflix and followed the design thinking framework. I learned a lot from this project and so decided to make a case study.
Netflix
We observed that decision paralysis was a recurring theme among Netflix's users and designed a solution to aid the user's decision-making process.
ROLE
User researcher
UX designer
TIMELINE
4 weeks
Mar-Apr 2021
001
What I did and what I learned
MY ROLE & REFLECTIONS
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Formed the hypothesis that the extra features found on Prime videos aided the user in making a decision.
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Conducted 2 out of the 6 interviews during the research phase.
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Came up with the idea of integrating 3rd party recommendations and adding friends within the Netflix ecosystem.
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Participated in the affinity mapping session along with the team to observe emerging trends.
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Created the task flows and wire flows after brainstorming with the team.
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Helped in making the final wireframes.
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Designed and created the final presentation.
I learned a lot during this project with respect to how to approach a problem and have learned to trust the process. This was also the first time I was introduced to Figma and during the course of this project, I believe I have added it to my toolkit (P.S - This site was completely designed and prototyped on Figma).
Opens in a new tab (Google slides)
Opens in a new tab (Figma prototype)
OR
We then created wireframes
WHAT WE CHANGED
We decided to make a dedicated page within Netflix to host 3rd party recommendations. This page contains 3 broad categories-
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Recommended by friends: This is where you will find recommendations from friends that you add.
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Critic reviews: Here you will find recommended movies with reviews from renowned critics from around the world
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Top 5s: This is a section that will have the top five movies/series under different categories curated by 3rd party publishers.
Recommendation tab on the main navigation bar
This recommendation tab contains 3 categories
Recommended by friends
Top picks by renowned critics
The top 5 list for different categories
We designed a flow to add friends
We worked out a solution
DESIGN SOLUTION
We proposed to integrate 3rd party recommendations within the Netflix ecosystem so that the user doesn't have to toggle between multiple websites before making a choice. We worked out this solution by understanding the user's task flow. The team subsequently created low-fidelity wire flows before starting the process of wireframing.
How might we make it easier for Eren and Swati to choose what they want to watch?
We created personas to actualize the end-user
PERSONAS & JOURNEY MAPS
Using the behavioral & attitudinal data collected during the interviews, we created personas to humanize design focus. We then created journey maps for each of our personas. This helped us visualize the steps a user takes to choose a piece of content.
Hey! I am Eren.
I am a photographer and a college student. On the weekends, you will find me at my hangout spot with my friends. I like to keep up with what’s trending so movie recommendations are always welcome. Let me tell you more about me and my journey. Click me.
Hi! I am Swati.
I am a design student. Some might say I am very picky and I won't deny it. I try to make sure that I get the most out of the things I invest my time in and thus when It comes to spending hours watching a movie, I do a thorough background check. Click to know more about me and my process of choosing the best content.
Opens in a new tab (Mural board)
We spoke to people who use Netflix
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Users wanted to watch the complete trailer as opposed to just a preview.
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Some users found that the Netflix recommendation system was not accurate.
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Users preferred 3rd party ratings like IMDb and rotten tomatoes to minimize the risk of spending time on bad content.
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Users preferred recommendations from friends and family.
INTERVIEWS
To really understand the user’s decision-making process, we spoke to a few Netflix users. These interviews were conducted remotely over video calls for safety reasons due to the COVID-19 pandemic. All three members of the team interviewed two participants each for a total of 6 interviews. The most common theme that emerged from our interview analysis was that most people relied on 3rd party platforms to make an informed decision."
Some key findings from the interview analysis
“My first source of information would be just googling about the documentary and after that my research would be on IMDb and youtube for trailer or video review”
Anonymous interviewee
Opens in a new tab (Google slides)
HMMM??
Why??
Could it be?
