NETFLIX LIVE Q&A CASE STUDY
Project Overview
Team role
Explore and ideation
Qual and Quant research
Design prototype
Duration
6 months
Tools used
Figma
Mural
Google Doc/Sheet/Slide
Usertesting
Key contribution
IDI user interviews
Usability interviews
Synthetize data
Wireframe to prototype
Research and ideate concept for Netflix new platform
We were given an exploratory topic with ambiguous/ambitious direction to tease out the many area of opportunities and gaps to further engage and motivate subscribers through - user/market research.
The top goal was to produce extensive research on user engagement, fandom, and motivation:
• Short-form video content platform
• Create community Space vibe
• Content focused on Experts/Celebrities
• Capturing that 'Moment of Truth' experience (demonstrated at the bottom of this page)
Project Scope and Design Sprint Timeline
• Preliminary exploration and brainstorming | With empirical quant data | March 2021
• Round 1 exploratory interviews (moderated semi-structure) | 14 participants | age 19 – 68 | April
• Round 2 scenario based interviews (In-depth interview) | 9 participants | age 19 – 28 | May
• Design digital artifact for Rd 3 usability interview | Figma user flow wireframe | May
• Round 3 wireframe usability interviews (usability study) | 10 participants | age 19 – 30 | June
• Develop high-fidelity prototype derived from all 3 interview rds | Figma prototype | July
• Refine prototype and prepare presentation | Prototype and Google Slides | Aug
• Project delivery and final proposal | Prototype and Google Slides | Sept 2021
Ideation through Heuristic Evaluation Matrix
• Affinity mapped ideas and then voted the most compelling concepts to motivate fan engagement.
• Evaluation matrix to determine what area to focus. Colors represent a high, medium, and low impact.
3 Rounds of Interview for User Insights
Round 1 - Exploratory User Interviews
Round 2 - Scenario Based Interviews
IDI User Interview
Our scenario-based interviews affirmed that a Q&A platform would garner most interest. To verify gaps in the existing experience that we can solve for and validate.
Round 3 - Usability Test with Prototype
High-Fidelity Prototype
Hi-fi prototype in Figma for Usability tests/interviews. The Minimum Viable Product (MVP) was the way to test our research insights through user workflow and to better understand user motivation.
Critical moments in the usability study/interview:
• Acknowledgement - participants stated the biggest satisfaction is shoutout from the actor.
• Reaction - participants want to have the option to express through text, visuals, and/or emojis.
• Capture - Have the ability to share unique experiences by capturing the moment for social media.
