Role: UX/UI Designer
Timeline: 4 weeks
Tools: Sketch App, Photoshop, Illustrator, Principle
Deliverables: Desktop Prototype
PROMPT
We saw the success with the Black Mirror Spinoff Bandersnatch, and we think there are big opportunities in additional interactive experiences that push the limits here.
OBJECTIVES
- Create a new feature
- Integrates into the current viewer experience inside Netflix
MY APPROACH
RESEARCH
MARKET ANALYSIS
As the second largest video streaming service in the US, Netflix owns 51% of market share. Research shows the main reason for subscribers to use Netflix is its original shows. Within that said, users come to Netflix to get the unique watching experience that can’t be obtained through other service providers.
Demographics helps me to obtain more knowledge for Netflix subscribers: The most common age group in Netflix subscribers are between 18-24, which make up 24% of total users. Teenagers and young adults in this age group develop egocentrism and commonly have passion for new technology. They are the target users of interactive shows. Based on the success of Black Mirror: Bandersnatch, Netflix can attract more subscribers by introducing a new interactive experience to enable higher sense of participation and wrap around the needs of young audience.
(Source: Statista, CNBC, eMarketer)
CONTEXTUAL INQUIRY INTERVIEWS
I conducted interviews with participants in School of Visual Arts to understand their experience of watching shows online and how they perceive Black Mirror: Bandersnatch. I recruited those who fit the provisional persona created from the market research. Then I collected insights for the Netflix feature design.
·Number of Participants: 5
·Age: 18-24
·Regularly Watch Shows Online
IDENTIFY
CONTEXTUAL INSIGHTS
Insights
· Viewers don’t feel enough freedom to make changes to the story
· Viewers don’t like watching interactive shows on a daily basis because they demand more investment of energy
· Viewers enjoy being challenged intelligently and like the sense of being smart audience
Needs
· Allow viewers the chance to make more meaningful decisions and provide adequate feedbacks
· Make it concise. Introduce it as a Netlifx go-to classic for spare time instead of a daily TV show.
· Introduce more puzzles or deciphering elements that are in moderate difficulty.
PERSONA
IDEATE
Introduce the Interactive Mystery Challenge that enables the audience to play the role of a detective, figure out mysteries and change the story based on their decision-making.
JOURNEY MAP
DESIGN & PROTOTYPE
Overview Page
View the information and start playing the show.
Journey Begins
Customize your preferred name and say hi to the main characters
Interactive Mystery
Continue watching and the interactive mystery comes in.
Inspect Clues
Find important clues to inspect further details and watch the movie part about the truth behind.
Puzzle Challenge
Make a decision based on the selective information you got, and see how the story evolves based on your answer.
The Final Challenge
By the end of the show, you are asked to identify who is the serial killer from a list of main characters. The ending is different based on your choice.
Enjoy the Fresh Entertaining Experience
and Show off your intelligence!
UI EXPLORATIONS
While designing this product, I’ve been tailoring features and tightening up the user journey according to feedbacks. These are a few UI explorations I’ve experimented with during this process.
