Redesign Netflix TV App

Optimizing Content Selection on Netflix TV App

Timeline

4 weeks

ROLE

UX/UI Designer

Platform

TV app

Industry

Media

Introduction

Netflix stands apart from other streaming platforms by offering a vast library of global content across every genre.

We worked on enhancing the Netflix TV user experience by focusing on content discovery and reducing user frustration. Our goal was to create a more intuitive, efficient experience that helps users find something to watch faster and with greater satisfaction.

Problem

Users often experience difficulty in finding suitable content quickly on Netflix TV, leading to decision fatigue and potential frustration. The current recommendation and browsing experience may not effectively cater to diverse user preferences or viewing behaviors.

Process

Assumptions

Identifying Why Users Can Not Find What They Want

Leveraged agile development methodologies to build the scheduling app from the ground up. Prioritized feature development based on user feedback and technical feasibility. Implemented AI algorithms to analyze user behavior and optimize scheduling recommendations.



User’s review

Confirming Key Assumptions Through User Reviews





Contextual Inquiries

Contextual Inquiries With 6+ Participants Highlighted That Users Don't Trust Netflix Recommendations


Persona

Who are the main Netflix users struggling with content selection?

Before designing, we conducted a deep dive into user behavior to better understand their needs. This led to the definition of four key user archetypes who frequently engage with the Netflix TV app.



Analyzing market trends and competitor strategies.

Competitive Analysis Indicated Netflix’s Strength In Content But Weakness In Navigation.

To gain deeper insights into each persona’s needs, we analyzed how Apple TV, Amazon Video and Disney+ streamline content discovery, ensuring each persona finds relevant titles faster.


Key strengths of each platform



Ideation

Transforming Top Ideas into Practical Solutions

Through ideation workshops grounded in personas and competitor benchmarking, we prioritized solutions to boost engagement and streamline discovery.


Solution Highlights



Mapping Concepts to Screen & Validating Our First Iteration

After closely studying the Netflix TV app UI and our highlighted solutions, we implemented changes to help our personas find content more quickly. In the images below, the overall updates are shown at a glance; afterward, we walk through each solution’s step by step changes.



Solution One

Advanced Filtering: Enable users to combine filters (genre, year, rating, mood, etc.) and see instant results.



Solution Two

Side-By-Side Content Comparison: Let users compare key details (synopsis, genre, trailers, etc.) of multiple titles in one view.



Solution Three

AI-Powered Content Assistant: Offer a conversational guide that suggests titles, refines searches, and answers “what should I watch?” queries


  • The AI can help users discover content by asking targeted questions to refine its recommendations or by accepting stated preferences and presenting the best matches.



Design Improvements from AI Testing & User Feedback



Strategic Impact & Benefits


  • The Impacts show why our design matters and how it drives real value. It helps businesses see the payoff of how smoother discovery keeps viewers happy and cuts costs, making it clear that our work isn’t just cosmetic but truly moves the needle.


Roadblocks & Key Learnings

One of the biggest challenges was designing for TV, a platform that felt new to us. Testing our ideas was also tricky since users were viewing the designs on their desktops, not an actual TV with a remote. This made it harder to know how smooth the experience really felt. Still, it was a great learning opportunity and helped us think more carefully about real world use.