'RENT OR BUY' FEATURE ON NETFLIX
'RENT OR BUY' FEATURE ON NETFLIX
'RENT OR BUY' FEATURE ON NETFLIX
One of the reasons people use streaming services like Netflix is for the convenience of having a wide selection of movies and TV shows available at their fingertips. However, there are many popular movies that are not available through the subscription model, and users may be hesitant to pay for them elsewhere. Allowing users to rent movies directly through the Netflix platform could lead to increased engagement and user satisfaction.
One of the reasons people use streaming services like Netflix is for the convenience of having a wide selection of movies and TV shows available at their fingertips. However, there are many popular movies that are not available through the subscription model, and users may be hesitant to pay for them elsewhere. Allowing users to rent movies directly through the Netflix platform could lead to increased engagement and user satisfaction.
One of the reasons people use streaming services like Netflix is for the convenience of having a wide selection of movies and TV shows available at their fingertips. However, there are many popular movies that are not available through the subscription model, and users may be hesitant to pay for them elsewhere. Allowing users to rent movies directly through the Netflix platform could lead to increased engagement and user satisfaction.
About The Product
About The Product
Netflix is a leading streaming service that offers a vast library of movies, TV shows, and original content, providing on-demand entertainment to millions of users worldwide.
Netflix is a leading streaming service that offers a vast library of movies, TV shows, and original content, providing on-demand entertainment to millions of users worldwide.
Main project goal
Main project goal
The main project goal is to design a seamless and user-friendly 'rent & buy' feature on Netflix for movies unavailable in the subscription model.
The main project goal is to design a seamless and user-friendly 'rent & buy' feature on Netflix for movies unavailable in the subscription model.
my role
my role
Product Designer
UX Researcher
Product Designer
UX Researcher
Challenges
Challenges
Integrating rentals smoothly into Netflix’s existing interface without disrupting the subscription experience.
Integrating rentals smoothly into Netflix’s existing interface without disrupting the subscription experience.
project goals
project goals
Increase engagement and usage of the Netflix platform by providing a new way for users to access content.
Attract new users to the platform who may be interested in renting or buying specific movies that are not available through the subscription model.
Increase revenue for Netflix by providing a new source of income through movie rentals.
Offer a seamless, convenient, and user-friendly experience that meets customer needs.
Increase engagement and usage of the Netflix platform by providing a new way for users to access content.
Attract new users to the platform who may be interested in renting or buying specific movies that are not available through the subscription model.
Increase revenue for Netflix by providing a new source of income through movie rentals.
Offer a seamless, convenient, and user-friendly experience that meets customer needs.
TIME
TIME
5 Weeks
5 Weeks
DISCOVERY
DISCOVERY
DISCOVERY
Competitive analysis
Competitive analysis
For my competitive analysis, I researched key players in the movie rental space, including Amazon Prime Video, Apple TV, Vudu, and Rakuten TV. I evaluated each platform based on the criteria below:
For my competitive analysis, I researched key players in the movie rental space, including Amazon Prime Video, Apple TV, Vudu, and Rakuten TV. I evaluated each platform based on the criteria below:
UI
Content Library
Pricing and Rental Options
Personalization
Payment Methods
Rental Duration and Flexibility
Special promotions or Deals
Customer Support
Offline Viewing Options
Security and Privacy
Video quality options
Platform Compatibility
UI
Content Library
Pricing and Rental Options
Personalization
Payment Methods
Rental Duration and Flexibility
Special promotions or Deals
Customer Support
Offline Viewing Options
Security and Privacy
Video quality options
Platform Compatibility
Competitor Analysis Insights:
1) Amazon Prime Video and Vudu are strong competitors due to their extensive content libraries, competitive pricing, and frequent promotions.
2) Apple TV is distinguished by its high-quality content and sleek design but may fall short in terms of frequent content updates and discounts.
3) Rakuten TV provides niche content and competitive pricing but lacks some of the robustness and frequency of promotions seen in other platforms.
4) Personalization and user experience are crucial, with platforms like Amazon Prime Video leading in tailored recommendations and user satisfaction.
5) Offline viewing and flexible payment options are essential features that enhance user convenience and satisfaction across all platforms.
Competitor Analysis Insights:
1) Amazon Prime Video and Vudu are strong competitors due to their extensive content libraries, competitive pricing, and frequent promotions.
2) Apple TV is distinguished by its high-quality content and sleek design but may fall short in terms of frequent content updates and discounts.
3) Rakuten TV provides niche content and competitive pricing but lacks some of the robustness and frequency of promotions seen in other platforms.
4) Personalization and user experience are crucial, with platforms like Amazon Prime Video leading in tailored recommendations and user satisfaction.
5) Offline viewing and flexible payment options are essential features that enhance user convenience and satisfaction across all platforms.
CUSTOMER FEEDBACK
CUSTOMER FEEDBACK
In addition to competitive analysis, I explored customer feedback from online reviews, forums, and social media to understand user pain points and expectations regarding movie rentals and purchases. By analyzing real user experiences with our competitors, I identified what users appreciate and what could be improved, which helped me to shape a more user-centric 'rent or buy' feature for Netflix.
In addition to competitive analysis, I explored customer feedback from online reviews, forums, and social media to understand user pain points and expectations regarding movie rentals and purchases. By analyzing real user experiences with our competitors, I identified what users appreciate and what could be improved, which helped me to shape a more user-centric 'rent or buy' feature for Netflix.
SECONDARY RESEARCH
SECONDARY RESEARCH
I also conducted a secondary research by exploring industry articles and studies to gain a deeper understanding of the video rental market and user behaviors. I reviewed sources such as Medium, ResearchGate, and academic papers to uncover trends, challenges, and consumer preferences. This research helped inform the design decisions for Netflix's 'rent or buy' feature, ensuring it aligns with user expectations and market demands.
I also conducted a secondary research by exploring industry articles and studies to gain a deeper understanding of the video rental market and user behaviors. I reviewed sources such as Medium, ResearchGate, and academic papers to uncover trends, challenges, and consumer preferences. This research helped inform the design decisions for Netflix's 'rent or buy' feature, ensuring it aligns with user expectations and market demands.
User Convenience
User Convenience
Users increasingly prefer the convenience of digital platforms over traditional media (DVDs, physical rentals). This suggests that Netflix's rental feature should prioritize an easy, frictionless user experience, allowing quick browsing, instant rentals, and seamless integration with the existing streaming interface. (ResearchGate)
Users increasingly prefer the convenience of digital platforms over traditional media (DVDs, physical rentals). This suggests that Netflix's rental feature should prioritize an easy, frictionless user experience, allowing quick browsing, instant rentals, and seamless integration with the existing streaming interface. (ResearchGate)
Users increasingly prefer the convenience of digital platforms over traditional media (DVDs, physical rentals). This suggests that Netflix's rental feature should prioritize an easy, frictionless user experience, allowing quick browsing, instant rentals, and seamless integration with the existing streaming interface. (ResearchGate)
Demand for Flexibility in Rental Duration:
Demand for Flexibility in Rental Duration:
Consumers expect flexibility when it comes to rental durations. Many users prefer being able to choose rental periods that suit their schedules, like 48 hours or even week-long rentals. Offering various rental options, including extended durations, could attract a broader audience. (Medium)
Consumers expect flexibility when it comes to rental durations. Many users prefer being able to choose rental periods that suit their schedules, like 48 hours or even week-long rentals. Offering various rental options, including extended durations, could attract a broader audience. (Medium)
Consumers expect flexibility when it comes to rental durations. Many users prefer being able to choose rental periods that suit their schedules, like 48 hours or even week-long rentals. Offering various rental options, including extended durations, could attract a broader audience. (Medium)
Interest in Premium Content:
Interest in Premium Content:
Fans of blockbuster movies and franchises like Marvel and DC are particularly motivated to rent specific titles that aren't available through subscription services. These users are willing to pay extra for access to exclusive content, especially when it's not readily available on streaming platforms. (ResearchGate)
Fans of blockbuster movies and franchises like Marvel and DC are particularly motivated to rent specific titles that aren't available through subscription services. These users are willing to pay extra for access to exclusive content, especially when it's not readily available on streaming platforms. (ResearchGate)
Fans of blockbuster movies and franchises like Marvel and DC are particularly motivated to rent specific titles that aren't available through subscription services. These users are willing to pay extra for access to exclusive content, especially when it's not readily available on streaming platforms. (ResearchGate)
Preference for Competitive Pricing:
Preference for Competitive Pricing:
Users are highly sensitive to pricing when it comes to rentals. Competitors like Amazon Prime Video and Apple TV offer various pricing models based on movie popularity and age. Netflix could implement tiered pricing to match the demands of different user segments, like cheaper rentals for older titles and higher prices for new releases. (Medium)
Users are highly sensitive to pricing when it comes to rentals. Competitors like Amazon Prime Video and Apple TV offer various pricing models based on movie popularity and age. Netflix could implement tiered pricing to match the demands of different user segments, like cheaper rentals for older titles and higher prices for new releases. (Medium)
Users are highly sensitive to pricing when it comes to rentals. Competitors like Amazon Prime Video and Apple TV offer various pricing models based on movie popularity and age. Netflix could implement tiered pricing to match the demands of different user segments, like cheaper rentals for older titles and higher prices for new releases. (Medium)
Importance of High Video Quality and Streaming Stability:
Importance of High Video Quality and Streaming Stability:
Customers expect HD or 4K video quality and stable streaming when renting movies. Given that Netflix already provides excellent streaming quality for its subscribers, the rental feature should maintain the same standard, ensuring a high-quality experience. (ResearchGate)
Customers expect HD or 4K video quality and stable streaming when renting movies. Given that Netflix already provides excellent streaming quality for its subscribers, the rental feature should maintain the same standard, ensuring a high-quality experience. (ResearchGate)
Customers expect HD or 4K video quality and stable streaming when renting movies. Given that Netflix already provides excellent streaming quality for its subscribers, the rental feature should maintain the same standard, ensuring a high-quality experience. (ResearchGate)
Desire for Transparent Payment and Access Details:
Desire for Transparent Payment and Access Details:
Users value transparency regarding payment methods, access duration, and rental terms. Clear information about how long the movie is available, how many times it can be watched, and what happens if the user doesn’t finish watching within the rental period will help build trust and reduce frustration. (ResearchGate)
Users value transparency regarding payment methods, access duration, and rental terms. Clear information about how long the movie is available, how many times it can be watched, and what happens if the user doesn’t finish watching within the rental period will help build trust and reduce frustration. (ResearchGate)
Users value transparency regarding payment methods, access duration, and rental terms. Clear information about how long the movie is available, how many times it can be watched, and what happens if the user doesn’t finish watching within the rental period will help build trust and reduce frustration. (ResearchGate)
DEFINITION
DEFINITION
USer flow
USer flow
After my research I've realized that a user flow similar to Amazon Prime Video's approach would be the best fit for Netflix.
After my research I've realized that a user flow similar to Amazon Prime Video's approach would be the best fit for Netflix.
concept wireframes
concept wireframes
Idea #1: Adding a new heading called “Store” on the navigation bar will direct users to a new page where they can view all the movies, TV shows, and deals they can rent or buy. The “Rent or Buy” page lists all the movies and TV shows that are not available for free under the subscription model, and users can filter the content for different genres and see personalized recommendations for paid content.
The “Deals” page has TV shows and movie deals for renting or buying.
Idea #1: Adding a new heading called “Store” on the navigation bar will direct users to a new page where they can view all the movies, TV shows, and deals they can rent or buy. The “Rent or Buy” page lists all the movies and TV shows that are not available for free under the subscription model, and users can filter the content for different genres and see personalized recommendations for paid content.
The “Deals” page has TV shows and movie deals for renting or buying.
Idea #2: Adding options called “ Rent or Buy”, and “ All” under the TV shows and Movies headings in the navigation bar. The “Rent or Buy” page lists all the movies and TV shows that are not available for free under the subscription model; users can filter the content for different genres, access the deals for some content, and see personalized recommendations for paid content. The “All” page has all the content Netflix has including the free content.
Idea #2: Adding options called “ Rent or Buy”, and “ All” under the TV shows and Movies headings in the navigation bar. The “Rent or Buy” page lists all the movies and TV shows that are not available for free under the subscription model; users can filter the content for different genres, access the deals for some content, and see personalized recommendations for paid content. The “All” page has all the content Netflix has including the free content.
Idea #3: Adding the “Rent or Buy” content to the home page, under some different categories such as Top Picks, Recommended For You, Action, Comedy...etc. Users can explore the paid content by scrolling through the home page, accessing the content’s page, and purchasing them.
“My List” heading has two different titles now “Watchlist” and “Purchased”. All the rented or bought content goes to the “Purchased” page so the user can access them later easily. The “Watchlist” page has all the contents that the user saved for watching later.
Idea #3: Adding the “Rent or Buy” content to the home page, under some different categories such as Top Picks, Recommended For You, Action, Comedy...etc. Users can explore the paid content by scrolling through the home page, accessing the content’s page, and purchasing them.
“My List” heading has two different titles now “Watchlist” and “Purchased”. All the rented or bought content goes to the “Purchased” page so the user can access them later easily. The “Watchlist” page has all the contents that the user saved for watching later.
DEVELOP
DEVELOP
prototype
prototype
After considering advantages and disadvantages of each concept, I decided to combine Idea 1 and Idea 3 to leverage the strengths of both concepts and, create a more integrated and seamless user experience. By having a "Store" heading for easy navigation to all rental and purchase options, alongside "Rent or Buy" content into the home page under various categories, users can enjoy both a focused browsing experience and the convenience of discovering paid content organically as they explore Netflix. This approach enhances visibility and accessibility of rental and purchase options, aligns with user browsing habits, and provides a clear organization of purchased content in the "Purchased" section, ensuring users can easily manage and access their paid content.
After considering advantages and disadvantages of each concept, I decided to combine Idea 1 and Idea 3 to leverage the strengths of both concepts and, create a more integrated and seamless user experience. By having a "Store" heading for easy navigation to all rental and purchase options, alongside "Rent or Buy" content into the home page under various categories, users can enjoy both a focused browsing experience and the convenience of discovering paid content organically as they explore Netflix. This approach enhances visibility and accessibility of rental and purchase options, aligns with user browsing habits, and provides a clear organization of purchased content in the "Purchased" section, ensuring users can easily manage and access their paid content.
usability testing
usability testing
I was interested in understanding:
How users navigate the ‘rent or buy’ feature within the Netflix interface
If users can easily find and access movies available for renting or buying
If the rental or purchase process, including payment and confirmation, is clear and intuitive
If users can successfully locate and watch their rented or purchased movies without confusion
If users can easily differentiate between subscription-based and paid content
I conducted usability tests with 4 participants of various experience with Netflix and movie rental habits to evaluate my prototype and gather insights on its usability.
I was interested in understanding:
How users navigate the ‘rent or buy’ feature within the Netflix interface
If users can easily find and access movies available for renting or buying
If the rental or purchase process, including payment and confirmation, is clear and intuitive
If users can successfully locate and watch their rented or purchased movies without confusion
If users can easily differentiate between subscription-based and paid content
I conducted usability tests with 4 participants of various experience with Netflix and movie rental habits to evaluate my prototype and gather insights on its usability.
Usability Test Findings
3 out of 4 participants noticed the new "Store" page or "rent or buy" feature on the home page.
All participants understood the difference between subscription-based and paid content.
3 out of 4 participants successfully found movies available for rent or purchase.
All participants were able to complete the rental or purchase transaction successfully.
2 out of 4 participants struggled to find where to access their previously rented movies.
Usability Test Findings
3 out of 4 participants noticed the new "Store" page or "rent or buy" feature on the home page.
All participants understood the difference between subscription-based and paid content.
3 out of 4 participants successfully found movies available for rent or purchase.
All participants were able to complete the rental or purchase transaction successfully.
2 out of 4 participants struggled to find where to access their previously rented movies.
DESIGN
DESIGN
ITERATIONS
ITERATIONS
Based on the usability testing results, a key design iterations have been implemented to enhance user clarity and experience.
Based on the usability testing results, a key design iterations have been implemented to enhance user clarity and experience.
FINAL DESIGN
FINAL DESIGN
walk-through
walk-through
details
details
RESULTS
RESULTS
To evaluate the impact of the 'Rent or Buy' feature on Netflix, I set the following UX metrics:
To evaluate the impact of the 'Rent or Buy' feature on Netflix, I set the following UX metrics:
Number of users interacting with rental or purchase listings
Percentage of users who complete a rental or purchase transaction
Percentage of users returning to rent or buy additional movies
Click-through rate on rental expiration or purchase reminders
Direct responses on clarity and usability of the rental feature
Revenue
Number of users interacting with rental or purchase listings
Percentage of users who complete a rental or purchase transaction
Percentage of users returning to rent or buy additional movies
Click-through rate on rental expiration or purchase reminders
Direct responses on clarity and usability of the rental feature
Revenue
I couldn't measure an attitudinal set of metrics because I didn't have an environment for it since developers did not execute the design concept.
I couldn't measure an attitudinal set of metrics because I didn't have an environment for it since developers did not execute the design concept.
Thanks!
Thank you so much for your time for reviewing my portfolio :)
Thanks!
Thank you so much for your time for reviewing my portfolio :)
Thanks!
Thank you so much for your time for reviewing my portfolio :)