This research explored how users discovered and chose content on Netflix to identify key pain points and opportunities for improving trust, personalization, and social viewing experiences.

The header and footer redesign focused on improving navigation clarity, brand presence, and conversion flow. By simplifying the menu structure, strengthening calls-to-action, and organizing key information in the footer, the redesign creates a more intuitive browsing experience while reinforcing trust and accessibility across all pages.

This usability testing project explored how users navigate the Freshii app to place orders, customize meals, and access nutrition information, with the goal of identifying key pain points and opportunities to improve clarity, efficiency, and decision-making throughout the ordering experience.

A user journey mapping project that visualizes the end-to-end IKEA shopping experience, identifying key touchpoints, pain points, and opportunities to improve usability, emotional engagement, and decision-making.

This project involved a competitor analysis of Netflix to evaluate how leading streaming platforms support content discovery, personalization, and social viewing. By comparing features, user experience patterns, and engagement strategies across competitors, the analysis identified strengths, gaps, and opportunities to improve trust, reduce choice overload, and enhance the overall viewing experience on Netflix.

A user journey mapping how viewers discover, choose, and engage with content on Netflix, highlighting key touchpoints, emotions, and friction points to improve decision-making and viewing flow.