Streaming Video Services UX Design
There is a reason that consumers are attracted to video streaming services such as Netflix, Hulu and HBO Go. And it's not just the fact that the total cost of these services is often cheaper than many cable packages.
When we look at it from a design perspective, the way the user experience is designed is definitely something that makes it more attractive than other movie or TV viewing options. Especially Netflix. Today, we want to put Netflix in the spotlight and give three lessons that you can take with the design and features of the platform.
Streaming Service Design: Painless Onboarding
Of course, Netflix is a household name, so there is no need to destroy the words on the website.
Although you can't escape a website without navigation, you can only get a short, profitable message out of the box to emulate Netflix UX.
An unlimited number of movies, TV shows and more. Watch everywhere. Cancel at any time
Perfectly sums up what users receive, while taking the risk and fear of "resigning at any time." Together.
In the meantime, create a link to a conversion point (e.g., Newsletter subscription, SaaS purchase, meeting, etc.) in the same banner. Most visitors will need some time for education, but at least this will shorten the registration process for those who are ready to take action.
In this case, make sure that the conversion funnel is also optimized.
In the first stage of the registration process, Netflix customers are informed about the number of steps and the benefits are explained again.
The interface is interference-free and easy to follow.
Then users see the plan options.
Again, the user interface is simple and easy to follow.
A table that compares the features and value of each plan is also a nice touch.
The last step is also minimalistic. Thanks to the clear user interface and the benefit-oriented message, the user should not have problems passing through this process or have doubts.
Streaming UX Design: More Personal UX
It seems that every year we introduce a new law that encourages web designers and business owners to strengthen their privacy and security policies. And while it may seem that we are losing control of all the large amounts of data we have had access to in recent years, this is not the case.
Consumers want companies to better protect their data.
These provisions do not contain anything that leads us to stop collecting user data. In this case, I think consumers would be equally outraged. Personalization is one of the things that consumers are looking for in the user's environment - and the better the website can respond, the more loyal they become as customers.
You and your clients need to manage themselves when it comes to processing user data. Regarding the use of the data you provided, Netflix showed us many ways to use only the most important data points to create a very personal experience.
First, you need to collect data that will help you improve your experience. With Netflix, customers can address this.
On each page of the movie or program, users can:
- Add it to your personal display list.
- Rate it with your thumbs up or down.
Netflix uses this information to provide helpful recommendations across the entire platform.
The first point where this happens is here:
When customers are looking for a new movie or program, this percentage should give them an indication of how much they like or dislike. This, in turn, encourages them to rate more programs, so that the Netflix scoring algorithm can be better adapted to their preferences.
The second point where Netflix offers personalized recommendations is the home page. In fact, this site is used in many ways to provide custom suggestions to users.
The first concerns the category "Because you saw":
If a user spends enough time on a particular product, service or content on a site, they will likely like similar products. So it's a great way to include these suggestions in UX.
Categories are another way Netflix uses this site to provide personalized service.
Note the categories I showed above:
- Totally Awesome 80's;
- Brutal Asian action;
- A real bromance.
I have a history of watching movies and programs in these well-defined categories. So it's great to see these aggregate lists ready for me.
If you can provide a personalized list of recommendations, it will be easier for you to engage customers in your product.
Streaming Services User Experience: A/B testing
I have been a Netflix customer since 2007 and have seen many changes over the years.
Webdesigner Depot also has:
From branding to layouts and prices to features, Netflix always changes something. But that's the point: Netflix always makes changes to improve the user experience. What if not? It just rolls back the platform as customers wanted.
I remember for the first time that this happened to Max, a talking bot from Netflix:
This was not a function that was passed on to users. He would sit in his own room, waiting for interaction. Max greets you again and asks what you want to see. You can choose a genre or ask the bot for recommendations based on how you rate other videos.
To be honest, I was on the fence about Max. It was fun and I loved finding hidden gems in it.
However, there were too many evenings when I wanted to use Max to find the perfect movie ... just to give up and find something myself.
No wonder Max slipped away quietly.
I think other users were as ambiguous as I was.
There are many lessons, UX or other, from which you can learn:
- Be careful when trying out the latest AI trends. They are simply too expensive to invest without hard data.
- Give the new feature enough time to generate steam and provide reliable measurement data. I remember that Max was available for about six months. That's more than enough time to get user feedback and decide whether to keep this feature or not.
- Personalization is great, but sometimes a simpler feature is better if it doesn't necessarily cost customers.
Max is not the only example of how Netflix interferes with its features. Do any of you know this?
It is displayed when the opening title and title are played at the beginning of the TV program. It's really not too valuable to go through it every time, and I bet Netflix stated that most of its users were manually redirected when they decided to try this feature.
Here's another current feature that I think has some durability:
While streaming services are responsible for the outbreak observing insanity, it is not in their interest that customers would allow it. Think about it "Still watching?" Wake up as a form of ethical design.
This feature has been around for over a year and is still strong.
When creating a site, it is very important to research users. However, there is nothing more valuable than real user input from a live site.
Whether you are going to introduce a new function or just want to test the validity of an existing function, you should not make assumptions. Use new data every day to further improve your design and features.
Netflix's UX Design Valuable Lessons
While Netflix's market share is gradually being reduced by competitors, it still has priority when it comes to video streaming services. I see that this will not change in the future, given how long it shows readiness for innovation and the changing needs of consumers.
And this is really a key point that I want to raise in this post. I could pay attention to the dramatic color palette or the use of a responsive layout, but we already know these concepts. The main UX lessons we should take from Netflix are here.