Netflix Friends Feature
Netflix Friends Feature
Trying out a more sociable streaming experience!
Trying out a more sociable streaming experience!
Role
Product Designer
Timeline
August 2025 - September 2025
August 2025 -
September 2025
Project Type
Solo project
Tools/Skills
Figma, User Research,
User Interviews,
Design Sketching,
Prototyping(low-med-high fidelity)
Role
Product Designer
Timeline
August 2025 -
September 2025
Project Type
Solo project
Tools/Skills
Figma, User Research,
User Interviews,
Design Sketching,
Prototyping
(low-med-high fidelity)
SUMMARY
SUMMARY
Through a series of user interviews, I identified key frustrations among Netflix users, including limited content variety, poor recommendations, and a lack of personalization. Rather than addressing these issues through algorithmic improvements, I focused on designing a human-centered solution that could organically enhance discovery and engagement.
I developed Netflix Friends, a social and personalized feature that allows users to connect with friends, share viewing activity, and exchange recommendations directly within the platform. This feature aims to make content discovery more meaningful and collaborative while strengthening user retention through community and connection.
Through a series of user interviews, I identified key frustrations among Netflix users, including limited content variety, poor recommendations, and a lack of personalization. Rather than addressing these issues through algorithmic improvements, I focused on designing a human-centered solution that could organically enhance discovery and engagement.
I developed Netflix Friends, a social and personalized feature that allows users to connect with friends, share viewing activity, and exchange recommendations directly within the platform. This feature aims to make content discovery more meaningful and collaborative while strengthening user retention through community and connection.
USER RESEARCH
USER RESEARCH
Consolidating User Interviews
Consolidating User Interviews
Post-interviews I gathered all of the notes that were of similar themes. Here are the main pain points of Netflix as stated by users:
Post-interviews I gathered all of the notes that were of similar themes. Here are the main pain points of Netflix as stated by users:
Post-interviews I gathered all of the notes that were of similar themes. Here are the main pain points of Netflix as stated by users:
Limited Content Variety
Limited Content Variety
Limited Content Variety
Ineffective Recommendations
Ineffective Recommendations
Ineffective Recommendations
Lack of Personalization and Control
Lack of Personalization and Control
Lack of Personalization and Control
Difficulty finding content
Perceived lack of variety
Defaulting to familiar content
Overwhelmed but underwhelmed
Difficulty finding content
Perceived lack of variety
Defaulting to familiar content
Overwhelmed but underwhelmed
Users want a more tailored and dynamic recommendation system.
Rely on friends for suggestions over Netflix’s algorithm
Users often avoid Netflix categories, preferring external ratings or personal recommendations
Users want a more tailored and dynamic recommendation system.
Rely on friends for suggestions over Netflix’s algorithm
Users often avoid Netflix categories, preferring external ratings or personal recommendations
Navigation is easy but lacks clarity and quick access to content.
Desire for features tailored to viewing habits, moods, or situations.
Suggested improvements include an option for indecisive moments.
Navigation is easy but lacks clarity and quick access to content.
Desire for features tailored to viewing habits, moods, or situations.
Suggested improvements include an option for indecisive moments.
How Might We Statements
How Might We Statements
How Might We Statements
How might we solve the issue of not having enough choices for users in order to keep them satisfied?
How might we solve the issue of not having enough choices for users in order to keep them satisfied?
How might we solve the issue of not having enough choices for users in order to keep them satisfied?
How might we improve Netflix's recommendation system to better align with user interests and reduce reliance on external sources, ultimately enhancing retention?
How might we improve Netflix's recommendation system to better align with user interests and reduce reliance on external sources, ultimately enhancing retention?
How might we improve Netflix's recommendation system to better align with user interests and reduce reliance on external sources, ultimately enhancing retention?
How might we create a more customizable and intuitive user experience that enhances navigation and delivers better-tailored recommendations?
How might we create a more customizable and intuitive user experience that enhances navigation and delivers better-tailored recommendations?
How might we create a more customizable and intuitive user experience that enhances navigation and delivers better-tailored recommendations?
USER RESEARCH
USER RESEARCH
Brainstorming Ideas
Brainstorming Ideas
Here, I chose 4 main categories that could be potential solutions for the several HMW statements that were created:
Content
AI/ML
Community
Discovery
From there, I brainstormed multiple ideas for a solution based off of each category and the corresponding pain point.
Note: I included two extra HMW statements in this list that were created from additional pain points that were less related/more minor just for more ideas.
Here, I chose 4 main categories that could be potential solutions for the several HMW statements that were created:
Content
AI/ML
Community
Discovery
From there, I brainstormed multiple ideas for a solution based off of each category and the corresponding pain point.
Note: I included two extra HMW statements in this list that were created from additional pain points that were less related/more minor just for more ideas.
Here, I chose 4 main categories that could be potential solutions for the several HMW statements that were created:
Content
AI/ML
Community
Discovery
From there, I brainstormed multiple ideas for a solution based off of each category and the corresponding pain point.
Note: I included two extra HMW statements in this list that were created from additional pain points that were less related/more minor just for more ideas.
SYNTHESIS
SYNTHESIS
Testing some ideas
Testing some ideas
This left chart maps each solution based on its relative importance and implementation difficulty. My approach prioritized selecting solutions in the bottom-right section, as they offer the most productive outcomes. Conveniently, the two ideas I favored most ranked highest in importance and lowest in difficulty.
This left chart maps each solution based on its relative importance and implementation difficulty. My approach prioritized selecting solutions in the bottom-right section, as they offer the most productive outcomes. Conveniently, the two ideas I favored most ranked highest in importance and lowest in difficulty.
This left chart maps each solution based on its relative importance and implementation difficulty. My approach prioritized selecting solutions in the bottom-right section, as they offer the most productive outcomes. Conveniently, the two ideas I favored most ranked highest in importance and lowest in difficulty.
I consolidated similar concepts to streamline our ideas, ultimately identifying the two solutions highlighted in pink as my final choices:
Exclusive Features for Netflix:
Addresses customer retention by reducing the likelihood of users leaving for other streaming platforms.
Introduces unique features that can attract and retain customers.
Connecting with Community + Personalization:
Offers a feature that sets Netflix apart from other streaming services, potentially attracting new users.
Responds to user behavior, where friends and external references influence viewing decisions.
Adds a collaborative "friends" feature to help users share recommendations and decide on shows or movies together.
I consolidated similar concepts to streamline our ideas, ultimately identifying the two solutions highlighted in pink as my final choices:
Exclusive Features for Netflix:
Addresses customer retention by reducing the likelihood of users leaving for other streaming platforms.
Introduces unique features that can attract and retain customers.
Connecting with Community + Personalization:
Offers a feature that sets Netflix apart from other streaming services, potentially attracting new users.
Responds to user behavior, where friends and external references influence viewing decisions.
Adds a collaborative "friends" feature to help users share recommendations and decide on shows or movies together.
I consolidated similar concepts to streamline our ideas, ultimately identifying the two solutions highlighted in pink as my final choices:
Exclusive Features for Netflix:
Addresses customer retention by reducing the likelihood of users leaving for other streaming platforms.
Introduces unique features that can attract and retain customers.
Connecting with Community + Personalization:
Offers a feature that sets Netflix apart from other streaming services, potentially attracting new users.
Responds to user behavior, where friends and external references influence viewing decisions.
Adds a collaborative "friends" feature to help users share recommendations and decide on shows or movies together.
These solutions aim to enhance user engagement and differentiate Netflix in a competitive market.
These solutions aim to enhance user engagement and differentiate Netflix in a competitive market.
These solutions aim to enhance user engagement and differentiate Netflix in a competitive market.
WIREFRAME
WIREFRAME
Sketching a low fidelity design for the concept
Sketching a low fidelity design for the concept
Here I designed an interface that demonstrates a friends implementation that allows for communication, show/movie sharing, personal ratings and reviews, and friend activity.
Here I designed an interface that demonstrates a friends implementation that allows for communication, show/movie sharing, personal ratings and reviews, and friend activity.
Here I designed an interface that demonstrates a friends implementation that allows for communication, show/movie sharing, personal ratings and reviews, and friend activity.
HIGH-FIDELITY WIREFRAMES
HIGH-FIDELITY WIREFRAMES
Here this displays your profile where you can see your list of friends, their activity/reviews and your details. You can rank your top shows which are visible to others and show off your current watches!
Here this displays your profile where you can see your list of friends, their activity/reviews and your details. You can rank your top shows which are visible to others and show off your current watches!
Here is the profile of someone that you are friends with. See details such as how long you have been mutuals, which shows you have in common, how many watch parties you have done together, etc. You can see their activity as well as their top shows and current watches.
Here is the profile of someone that you are friends with. See details such as how long you have been mutuals, which shows you have in common, how many watch parties you have done together, etc. You can see their activity as well as their top shows and current watches.
Here is the watch party feature that would be exclusive to Netflix, allowing users to invite friends and watch shows together in real time.
Here is the watch party feature that would be exclusive to Netflix, allowing users to invite friends and watch shows together in real time.
Here we can see the two active watchers in the top right corner as well as the interface where you would be selecting shows.
Here we can see the two active watchers in the top right corner as well as the interface where you would be selecting shows.
DEMO
DEMO
FEEDBACK
FEEDBACK
Gathering Data from Post Presentation Survey
Gathering Data from Post Presentation Survey
I sent out a survey to gather insights after showing users my prototype and explaining my findings. 85% of people stated that they would be extremely likely to use this feature if it were implemented! Overall, the feedback was very positive so I am very happy with my work!
I sent out a survey to gather insights after showing users my prototype and explaining my findings. 85% of people stated that they would be extremely likely to use this feature if it were implemented! Overall, the feedback was very positive so I am very happy with my work!
I sent out a survey to gather insights after showing users my prototype and explaining my findings. 85% of people stated that they would be extremely likely to use this feature if it were implemented! Overall, the feedback was very positive so I am very happy with my work!
TAKEAWAYS
TAKEAWAYS
Personalization on Netflix ends after onboarding, creating opportunities for adaptive features that evolve with user preferences.
Content discovery is inherently social, influenced by friends, trends, and shared experiences.
The platform’s solitary design overlooks the communal nature of streaming.
Integrating social connection into the experience could make discovery more meaningful and strengthen user engagement.
Personalization on Netflix ends after onboarding, creating opportunities for adaptive features that evolve with user preferences.
Content discovery is inherently social, influenced by friends, trends, and shared experiences.
The platform’s solitary design overlooks the communal nature of streaming.
Integrating social connection into the experience could make discovery more meaningful and strengthen user engagement.
Personalization on Netflix ends after onboarding, creating opportunities for adaptive features that evolve with user preferences.
Content discovery is inherently social, influenced by friends, trends, and shared experiences.
The platform’s solitary design overlooks the communal nature of streaming.
Integrating social connection into the experience could make discovery more meaningful and strengthen user engagement.
Adding a friends feature on Netflix creates a more social, connected viewing experience. By allowing users to share recommendations and collaborate on watchlists, Netflix can make discovery more personal and engaging while keeping users within the platform. This sense of community transforms streaming from an individual activity into a shared experience, strengthening loyalty and differentiation.
Adding a friends feature on Netflix creates a more social, connected viewing experience. By allowing users to share recommendations and collaborate on watchlists, Netflix can make discovery more personal and engaging while keeping users within the platform. This sense of community transforms streaming from an individual activity into a shared experience, strengthening loyalty and differentiation.
Adding a friends feature on Netflix creates a more social, connected viewing experience. By allowing users to share recommendations and collaborate on watchlists, Netflix can make discovery more personal and engaging while keeping users within the platform. This sense of community transforms streaming from an individual activity into a shared experience, strengthening loyalty and differentiation.