UX Design & Research
Netflix User Personas
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.
Year :
2025
Industry :
Entertainment
Client :
Netflix - Academic Research
Project Duration :
3 weeks
Problem Statement :
Many Netflix users struggle to find content that matches their preferences quickly, leading to decision fatigue, frustration, and in some cases, disengagement. The goal of this project was to understand users’ behaviors, motivations, and pain points during content discovery and consumption, to identify opportunities for a more intuitive and satisfying experience.
Research Methodology :
User Interviews: Conducted 8 in-depth interviews with frequent Netflix users to explore viewing habits, preferences, and frustrations.
Surveys: Distributed a short survey to 25 users to gather quantitative data on content discovery behaviors and feature usage.
Competitive Analysis: Analyzed other streaming platforms (e.g., Disney+, Hulu) to benchmark discovery features and highlight gaps.
Usability Testing: Observed participants navigating Netflix to identify friction points in browsing, searching, and selecting content.
Research Findings & Recommendations :
Decision Fatigue: Users feel overwhelmed by too much content.
Recommendation: Introduce smarter filters, personalized categories, and “quick pick” suggestions to simplify browsing.Irrelevant Recommendations: Users sometimes find suggested content repetitive or off-target.
Recommendation: Refine algorithms to better reflect viewing habits and preferences.Cumbersome Navigation: Searching and browsing genres can be frustrating.
Recommendation: Streamline navigation with improved search, filters, and smart sorting.Lack of Context: Users want more info (trailers, runtime, reviews) upfront to decide quickly.
Recommendation: Add hover previews, quick trailers, and visible ratings.Inconsistent Cross-Device Experience: Switching between devices feels disjointed.
Recommendation: Ensure a seamless interface and feature consistency across mobile, desktop, and TV.
More Projects
UX Design & Research
Netflix User Personas
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.
Year :
2025
Industry :
Entertainment
Client :
Netflix - Academic Research
Project Duration :
3 weeks
Problem Statement :
Many Netflix users struggle to find content that matches their preferences quickly, leading to decision fatigue, frustration, and in some cases, disengagement. The goal of this project was to understand users’ behaviors, motivations, and pain points during content discovery and consumption, to identify opportunities for a more intuitive and satisfying experience.
Research Methodology :
User Interviews: Conducted 8 in-depth interviews with frequent Netflix users to explore viewing habits, preferences, and frustrations.
Surveys: Distributed a short survey to 25 users to gather quantitative data on content discovery behaviors and feature usage.
Competitive Analysis: Analyzed other streaming platforms (e.g., Disney+, Hulu) to benchmark discovery features and highlight gaps.
Usability Testing: Observed participants navigating Netflix to identify friction points in browsing, searching, and selecting content.
Research Findings & Recommendations :
Decision Fatigue: Users feel overwhelmed by too much content.
Recommendation: Introduce smarter filters, personalized categories, and “quick pick” suggestions to simplify browsing.Irrelevant Recommendations: Users sometimes find suggested content repetitive or off-target.
Recommendation: Refine algorithms to better reflect viewing habits and preferences.Cumbersome Navigation: Searching and browsing genres can be frustrating.
Recommendation: Streamline navigation with improved search, filters, and smart sorting.Lack of Context: Users want more info (trailers, runtime, reviews) upfront to decide quickly.
Recommendation: Add hover previews, quick trailers, and visible ratings.Inconsistent Cross-Device Experience: Switching between devices feels disjointed.
Recommendation: Ensure a seamless interface and feature consistency across mobile, desktop, and TV.
More Projects
UX Design & Research
Netflix User Personas
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.
Year :
2025
Industry :
Entertainment
Client :
Netflix - Academic Research
Project Duration :
3 weeks
Problem Statement :
Many Netflix users struggle to find content that matches their preferences quickly, leading to decision fatigue, frustration, and in some cases, disengagement. The goal of this project was to understand users’ behaviors, motivations, and pain points during content discovery and consumption, to identify opportunities for a more intuitive and satisfying experience.
Research Methodology :
User Interviews: Conducted 8 in-depth interviews with frequent Netflix users to explore viewing habits, preferences, and frustrations.
Surveys: Distributed a short survey to 25 users to gather quantitative data on content discovery behaviors and feature usage.
Competitive Analysis: Analyzed other streaming platforms (e.g., Disney+, Hulu) to benchmark discovery features and highlight gaps.
Usability Testing: Observed participants navigating Netflix to identify friction points in browsing, searching, and selecting content.
Research Findings & Recommendations :
Decision Fatigue: Users feel overwhelmed by too much content.
Recommendation: Introduce smarter filters, personalized categories, and “quick pick” suggestions to simplify browsing.Irrelevant Recommendations: Users sometimes find suggested content repetitive or off-target.
Recommendation: Refine algorithms to better reflect viewing habits and preferences.Cumbersome Navigation: Searching and browsing genres can be frustrating.
Recommendation: Streamline navigation with improved search, filters, and smart sorting.Lack of Context: Users want more info (trailers, runtime, reviews) upfront to decide quickly.
Recommendation: Add hover previews, quick trailers, and visible ratings.Inconsistent Cross-Device Experience: Switching between devices feels disjointed.
Recommendation: Ensure a seamless interface and feature consistency across mobile, desktop, and TV.