Netflix Social Movie Sharing

by Candace Majedi, Mirza Alam, Azam Zafar

Socia l Mov ie Sha r ing

1Sunday, September 29, 13

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 SOCIA L

OVERVIEW


http://usatoday30.usatoday.com/tech/news/story/2012-04-09/streaming-video-options/54136024/1




Everybody wants our customer



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 Net!ix differentiate from the pack and encourage customers to stay with us and engage more often?

THE CHALLENGE

PRODUCT DESCRIPTION



THE SOLUTION

Our solution, NETFLIX SOCIAL, a movie sharing feature within Net"ix, allows users to stream movies together for a shared experience. It addresses the delivery system and would be unique to Net"ix 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 Net!ix.

PRODUCT DESCRIPTION


NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL

RESEARCH

PLANNING


NETFLIX SOCIAL MOVIE SHARING COMPETITIVE ANALYSIS

Findings: Net"ix is the only provider who personalizes movie recommendations based on personal preferences.

Opportunity Identi$ed: Reinforce and build upon the personal relationship we already have with the user.

Net"ix 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



User Interviews with 5 Study Participants

• All users of Net"ix• All with social networking pro#les• 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

ScriptWe 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



•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 Net"ix.

•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



•Recommendations from trusted sources integrated into Net"ix•Create a shared viewing experience•Movie discussion capability

OPPORTUNITIES

USER INTERVIEWS



PERSONAS

PLANNING


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 colleaguesMovie Nights and Award Show Parties

Frustrations: Predictable big-box Movies

RiskBeing out of the loop

Needs/Goals:Convenient way to plan movie nights

More opportunities to spend time with friends

Socializer


http://www.drbilldean.com/2012/10/womens-health-and-disease-prevention.html/happy-smiling-hispanic-woman

http://www.drbilldean.com/2012/10/womens-health-and-disease-prevention.html/happy-smiling-hispanic-woman

http://www.flickr.com/photos/ikhlasulamal/

http://www.flickr.com/photos/ikhlasulamal/

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 #x by sharing an admiration of a great #lm with like-minded friends. He speaks about everything from its poor cinematography and great lighting to how

the #lms 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 #lms with others to him a great #lm 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 Net"ix,

especially to watch older movies he’s seen before.

Likes: High-Brow Culture

Indie and Cult FilmsDemonstrated Intelligence

Frustrations:Reality TV

Chatty Movie- Goers

Needs/Goals:Read expert reviews

Discuss #lms with like-minded individuals

Film Critic


http://www.wikihow.com/images/a/a0/Become-a-Film-Buff-Step-3.jpg





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 satis#ed. He’s heard of some new shows on Net"ix 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 Net"ix 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: SimplicityTradition

Familiarity

Frustrations:Complicated Gadgetry

ConfrontationBrowsing movies

Needs/Goals:Network shows available via online streaming

Casual Watcher

Not a persona targeted in this product


http://farm9.staticflickr.com/8229/8567092382_a94889f040.jpg

http://farm9.staticflickr.com/8229/8567092382_a94889f040.jpg


SCENARIOS

PLANNING


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 "ow 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)

SocializerSocializer 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 #nal call. Leila does the research to #gure 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.






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 #nd movies recommended by experts or in other people’s lists



Mason Guillarte, 28 year old Educator living in Brooklyn

Film CriticFilm critic watches a $lm with his colleague

Mason watches a new movie almost every night, from obscure to cult #lm classics. His colleague suggested this new indie "ick that his friend produces, so they’re going to watch it together and discuss it afterwards.







PRODUCT D ESIGN

PLANNING


NETFLIX SOCIAL MOVIE SHARING #1 CONCEPT SKETCHING

We sketched out different interfaces that worked with Net"ix’s current design.

Screen ideation



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 Net"ix 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


NETFLIX SOCIAL MOVIE SHARING DESIGN EDITS

Homepage Before Homepage After



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.


NETFLIX SOCIAL MOVIE SHARING DESIGN ADDITION



USERFLOWS

PLANNING


NETFLIX SOCIAL MOVIE SHARING Overall Concept Model

External ratings

Recommendations

Choose movie

RSVP

Changing RSVP

Invite Friends Viewing a movie

ControlsChoose

Time

chat

webcam

“Host”Friends

“Host” TasksShared Tasks


NETFLIX SOCIAL MOVIE SHARING USERFLOW

Invite Friends to Watch a Shared Stream

(logged in)

Yes

No

Yes

(logged in)



Watch a live stream with Friends

(logged in)



RSVP for Shared Stream



Follow a Blogger



Send Recommendation Friends



KEY SCREENS

PLANNING


NETFLIX SOCIAL MOVIE SHARING HOMEPAGE SCREEN

Link to the new social page of Net"ix

Link to friends pro#les

A

B

A

B


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


NETFLIX SOCIAL MOVIE SHARING MOVIE CHOICE SCREEN

AB

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 #lm with friends

C

D

Member Reviews ordered by: Favorites then Friends then everyone else

E


NETFLIX SOCIAL MOVIE SHARING INVITATION SCREEN

Choose friends to watch a video with

Select a date and time to watch the #lm with friends

A

B

Send the invitationD

A

B

D

Attach an optional noteC

C


NETFLIX SOCIAL MOVIE SHARING VIEWING SCREEN

B

C

A

BC

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


Contact:Candace Majedi [email protected] Alam [email protected] Zafar [email protected]

http://share.axure.com/NC1HH2/HOME.html


mailto:[email protected]

mailto:[email protected]



Netflix Social Movie Sharing

Design

Transcript of Netflix Social Movie Sharing