feature development user research interface design marketing psychology

Netflix Wrapped

Personal Case Study

I was inspired to design a story-like feature similar to Spotify Wrapped with analytic widgets to visualize the yearly data and statistics of a user's Netflix experience.

This feature for Netflix was designed to achieve the main goal to provide users with a sense of connection and involvement to the overall company.

my role

visual designer
user researcher
marketing researcher

responsibilities

Product Feature · Development · Prototyping

toolbox

Figma · Branding · User Research · Product Design · InVision

research

Conducted primary and secondary research about Spotify Wrapped feature and its effect on the overall company, and Netflix audience.

design

Lo-fi wireframes, refined features for the hi-fi prototype based on Netflix Design Branding.

The Challenge:

How can Netflix provide users with a sense of connection to the overall company and increase engagement by visualizing the yearly data and statistics of a user’s yearly experience on the platform?

Ideation: Research

using contextual analysis and user research, I scoped out social media sites like Twitter to fully understand the need for a Wrapped concept for Netflix

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These observations show an increase in interest based on how well Spotify Wrapped has performed.

there's no doubt that spotify wrapped is a huge asset to their user retention.

but how do we know for sure?

Spike in keyword search for Spotify during end of the year

according to Google Search trends, the search for the company itself "spotify" peaked during the few days that Spotify Wrapped was released.

similarly, the search for "spotify wrapped" was stagnant and spiked right when the actual campaign was released

Spike in keyword search for Spotify Wrapped during end of year

why is spotify wrapped such a huge deal?

people love:
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1. personalization of their experience
and
2. sharing experiences with friends

rule of personalization = consumer loyalty

461% Volume of Tweets about Spotify Wrapped in 2021

The yearly review feature expands the user experience by providing a journey of reflection and insights on how you utilized the product throughout the year.

it goes beyond the product as individuals like to connect and share with others on social media about their own yearly review. the data visualization provides a story of the hours you spent with the company, bridging the gap between the company and consumer trust.

understanding our users

this case study will design a similar feature for Netflix with related goals of user engagement. unlike Spotify's target audience, Netflix subscribers are of all age groups due to their family plans

however, the idea of product personalization often appeals to all users regardless of age group, for example, smart voice assistants that make the user feel special through data personalization.

design opportunities & affinity mapping

In order to increase engagement and go beyond the product itself, I would keep the feature as a story-like tapping animation in order for individuals to easily share the data to their social media accounts.

prototyping

reflection

this was the first project i started after wondering into tech visual product design. i conducted research onto marketing metrics and user retention, and learned the why behind the virality of Spotify Wrapped.

with marketing analyzing, I believe Netflix would not implement this feature because it may lead to users being self-aware and limiting their screen time on the app.

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this project also taught me to conduct more interviews and surveys and to identify a "design question" for future projects. i believe i could have gone a lot further with the user experience part of this project

i also believe that although my very first high-fidelity work has gone far from an idea in my head, this prototype can go further in portraying the data analytics that users would like to see. also, I would love to continue this project by creating a Chrome extension design for web page.

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overall, I am happy with the result with how users may share their own individual data and compare it with others on social media to create a community and connect users with each other.