Designing a Complex Multi-Step Workflow for Different Users

Building domain knowledge on creating a social feature with a multi-step workflow for different user types, while navigating an existing design system and addressing significant technical load
PrototypeFull Case Study

Problem

Key Human Problem

Post pandemic, users of Netflix are unable to participate in watch parties that are becoming much more popular. Currently users have to download and try out laggy, third-party extensions that involve physical and mental interaction costs. 

Key Business Implications

Netflix is currently navigating major user dissatisfaction challenges. Two of their competitors already have watch party functionality. My research showed that 80% of users would rate their Netflix experience higher if it was implemented, which would impact user retention, engagement, and revenue.

Solution

Product Design

Introduced chat feature to increase social engagement and shareability. Time-out feature decreases technical load and saves on engineering costs. Waiting room allows users to enter, exit, and navigate watch party in unobtrusive way.

Visual Design

Extension of the current brand design patterns offers users a seamless and intuitive experience. Netflix’s signature dark mode and imagery carries into the watch party workflow’s UI with matching custom iconography to unify the brand experience.

Interaction Design

Easy copy functionality allows users to quickly share watch party code/link. Ability to both search titles and browse the Netflix library without ending the watch party provides a sense of user control and freedom. Dual access points for watch party workflow caters to different user mental models.

Impact

100% Task Completion Rate

Average completion time of setting up a watch party: 30.8 seconds, with 80% finishing within 45 seconds

Qualitative Feedback Exceeding Expecations

"Straightforward, fast, and easy to use." "Felt like I was actually using Netflix." "The layout felt familiar and like it led me to what I needed to do next." "I wish this was actually a thing because I would so use it."