1. by Candace Majedi, Mirza Alam, Azam Zafar Social Movie Sharing 1Sunday, September 29, 13 2. NETFLIX SOCIAL MOVIE SHARING Netix Social is a new movie sharing feature within Netix that allows friends to watch and discuss movies together - even when theyre miles apart. It pairs the joyful experience of watching movies with friends with the convenience of online streaming. NETFLIX SOCIAL OVERVIEW 2Sunday, September 29, 13 3. http://usatoday30.usatoday.com/tech/news/story/2012-04-09/streaming-video-options/54136024/1 3Sunday, September 29, 13 4. Everybody wants our customer 4Sunday, September 29, 13 5. NETFLIX SOCIAL MOVIE SHARING Everybody wants our customer. Everyday new challengers arise to gain our customers attention. And our customers arent loyal to providers. Many consumers maintain simultaneous relationships with multiple video providers, from HBO go to Hulu to Amazon. Right now, the dierentiator among providers is the content, not the delivery system. Getting good content is subjective and acquiring enough new content is one of our biggest challenges. How can Netflix dierentiate from the pack and encourage customers to stay with us and engage more often? THE CHALLENGE PRODUCT DESCRIPTION 5Sunday, September 29, 13 6. NETFLIX SOCIAL MOVIE SHARING THE SOLUTION Our solution, NETFLIX SOCIAL, a movie sharing feature within Netflix, allows users to stream movies together for a shared experience. It addresses the delivery system and would be unique to Netflix among our competitors. Users already try to watch movies together sub- optimally on their own. is feature and can both increase the frequency of streaming among customers and the number for viewers engaging with Netflix. PRODUCT DESCRIPTION 6Sunday, September 29, 13 7. NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL RESEARCH PLANNING 7Sunday, September 29, 13 8. NETFLIX SOCIAL MOVIE SHARING COMPETITIVE ANALYSIS Findings: Netflix is the only provider who personalizes movie recommendations based on personal preferences. Opportunity Identified: Reinforce and build upon the personal relationship we already have with the user. Netflix Amazon iTunes Hulu YouTube Personalization at sign in x Buy the DVD x x Available without a subscription x x x x Exclusive content for subscribers x x x Exclusive content for non-subscribers Curated movie lists x x x Personalized recommendations x x x x Taste preference wizard x 8Sunday, September 29, 13 9. NETFLIX SOCIAL MOVIE SHARING User Interviews with 5 Study Participants All users of Netflix All with social networking profiles 1 heavy movie watcher, frequently writes online reviews 3 moderate movie watchers, sometimes writes online reviews 1 infrequent movie watcher, has never written a review online Script We asked them about group movie watching and their decision making process when choosing a movie and in what ways they engage with others around movies including post-movie analysis and giving or receiving recommendations. METHODS USER INTERVIEWS 9Sunday, September 29, 13 10. NETFLIX SOCIAL MOVIE SHARING All participants streamed movies or TV shows with friends, some tried to stream simultaneously on their own Recommendations from trusted sources (like-minded friends, family members, bloggers) held more sway than the current Recommended for you from Netflix. e most common time to discuss a movie was immediately after the movie. When a social aspect was connected to a movie (via intended discussion or shared experience) engagement with the content increased. FINDINGS USER INTERVIEWS 10Sunday, September 29, 13 11. NETFLIX SOCIAL MOVIE SHARING Recommendations from trusted sources integrated into Netflix Create a shared viewing experience Movie discussion capability OPPORTUNITIES USER INTERVIEWS 11Sunday, September 29, 13 12. NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL PERSONAS PLANNING 12Sunday, September 29, 13 13. Leila Harper, 25 year old Account Manager (Midtown Manhattan) Source:http://www.drbilldean.com/2012/10/womens-health-and-disease-prevention.html/happy-smiling-hispanic-woman Source: http://www.ickr.com/photos/ikhlasulamal/ I love watching movies with my friends! Having that shared experience is what makes it so fun Leila is a recent college grad who is working a nice oce gig in midtown Manhattan. Even though she enjoys her current role she is always looking for ways to advance her career. She works hard, but that doesn't stop her social schedule. She always has plans - if work doesnt get in the way! Movies and TV shows are a major part of her monthly entertainment. Shell take the recommendation of close friends or family members and back up that recommendation with the rating on Rotten Tomatoes. She prefers watching movies and shows with friends so she can share in the moments with them - the happy, the sad, and everything in between. Watching plot lines unfold is an emotional experience for her and she enjoys discussing the movie immediately after watching with those around her. - when shes in the moment. Likes: Up and Coming artists Staying in touch with friends and colleagues Movie Nights and Award Show Parties Frustrations: Predictable big-box Movies Risk Being out of the loop Needs/Goals: Convenient way to plan movie nights More opportunities to spend time with friends Socializer 13Sunday, September 29, 13 14. Mason Guillarte, 28 year old Educator living in Brooklyn http://www.wikihow.com/images/a/a0/Become-a-Film-Buff-Step-3.jpg https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=XjrvBZGCY3BCzM&tbnid=OvVKQYn_Tpi20M:&ved=0CAUQjRw&url=http%3A%2F%2Fen.m.wikipedia.org%2Fwiki%2FFile %3AFilm_Buff.jpg&ei=rH5EUpqqONO44AOfj4CICg&bvm=bv.53217764,d.dmg&psig=AFQjCNHXMnqFHakz_6BZalwViDotzdCmSQ&ust=1380306969412927 A truly great movie is rare and worth discussing Mason is a teacher working out in the neighborhood of Bedford Park. And he couldnt have picked a better profession! Mason is a man who loves the free exchange of ideas. He is an art junkie, bar none and gets his fix by sharing an admiration of a great film with like-minded friends. He speaks about everything from its poor cinematography and great lighting to how the films breaking from traditional narrative structure and character development are leading to a sea change in the American cultural lexicon. Not only does Mason love watching, discussing and sharing films with others to him a great film might as well be a North Star to the soul. He doesnt have a traditional television and instead streams all of his media content. He uses multiple sources to stream from including Netflix, especially to watch older movies hes seen before. Likes: High-Brow Culture Indie and Cult Films Demonstrated Intelligence Frustrations: Reality TV Chatty Movie- Goers Needs/Goals: Read expert reviews Discuss films with like-minded individuals Film Critic 14Sunday, September 29, 13 15. Tom Miller, 26 year old pharmacist living in Pelham Parkway Source:Creativecommons, no citation necessary Source:http://farm9.staticickr.com/8229/8567092382_a94889f040.jpg Ill keep the TV on in the background but I would rather read a book Tom is an easy-going guy who compromises easily when it comes to entertainment. Hes usually happy to do or watch whatever his girlfriend wants to do or watch. As long as he can watch his shows when hes alone cleaning his apartment hes satisfied. Hes heard of some new shows on Netflix but hasnt bothered watching them - he already has a network TV show hes catching up on and thats plenty for him. He hasnt watched Netflix in a couple months. And that one time he did he used his friends account to watch the movie version of a book that he just read. Likes: Simplicity Tradition Familiarity Frustrations: Complicated Gadgetry Confrontation Browsing movies Needs/Goals: Network shows available via online streaming Casual Watcher Not a persona targeted in this product 15Sunday, September 29, 13 16. NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL SCENARIOS PLANNING 16Sunday, September 29, 13 17. NETFLIX SOCIAL MOVIE SHARING SCENARIOS Use Case Requirements CHOOSE A MOVIE - Get Recommendations - See Reviews - Browse shared lists SCHEDULE STREAM WITH FRIENDS - Invite friends - Set day/time JOIN THEATRE - Live stream and Chat Key Insight: Condense recommendations into the flow of choosing a movie http://www.visualphotos.com/image/2x3752864/people_buying_movie_tickets_at_the_box_ofce http://marketingtowomenonline.typepad.com/blog/2010/03/new-research-shows-women-buy-more-movie-tickets-than-men.html Leila Harper, 25 year old Account Manager (Midtown Manhattan) Socializer Socializer Plans a Movie Night Leila misses her friends from college and plans to watch a movie with her old roommate next Friday. ey both have a few movies theyd like to watch, but Leila will make the final call. Leila does the research to figure out which movie they should see. In the end, she chooses Cloud Atlas which was on both of their lists and got great reviews. She sends out the invitation and now they both have a friendly date for next week at 8:00 pm. 17Sunday, September 29, 13 18. NETFLIX SOCIAL MOVIE SHARING SCENARIOS Use Case Requirements CHOOSE A MOVIE - See reviews from an expert SET CONTROLS - Disables chat and other controls DISCUSSION - Chatroom stays open after the movie Key Insight: Ability to find movies recommended by experts or in other peoples lists http://www.visualphotos.com/image/2x3752864/people_buying_movie_tickets_at_the_box_ofce http://marketingtowomenonline.typepad.com/blog/2010/03/new-research-shows-women-buy-more-movie-tickets-than-men.html Mason Guillarte, 28 year old Educator living in Brooklyn Film Critic Film critic watches a film with his colleague Mason watches a new movie almost every night, from obscure to cult film classics. His colleague suggested this new indie flick that his friend produces, so theyre going to watch it together and discuss it afterwards. 18Sunday, September 29, 13 19. NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL PRODUCT DESIGN PLANNING 19Sunday, September 29, 13 20. NETFLIX SOCIAL MOVIE SHARING #1 CONCEPT SKETCHING We sketched out dierent interfaces that worked with Netflixs current design. Screen ideation 20Sunday, September 29, 13 21. NETFLIX SOCIAL MOVIE SHARING We conducted usability interviews with 5 people and asked them to invite a friend to watch a shared movie. User Testing #2 DESIGN HYPOTHESIS Findings Integrate Netflix Social elements onto homepage Create lexicon (shared streaming, launch theatre, RSVP) Adjust copy and icon usage throughout the invitation process Opportunities Our interface was intuitive to use People truly liked the movie sharing concept and understood its function e new Social tab wasnt apparent to users Copy wasnt always understood. Calendar widget was skipped when setting up an invitation 21Sunday, September 29, 13 22. NETFLIX SOCIAL MOVIE SHARING DESIGN EDITS Homepage Before Homepage After 22Sunday, September 29, 13 23. NETFLIX SOCIAL MOVIE SHARING We tested two types of control features: Modal each time when entering eatre Progressive disclosure User Testing #3 DESIGN REFINEMENT Findings Integrate new features without disrupting the simplicity users preferred. Opportunities Users preferred progressive disclosure for the controls and wanted a default setting for host-only control. 23Sunday, September 29, 13 24. NETFLIX SOCIAL MOVIE SHARING DESIGN ADDITION 24Sunday, September 29, 13 25. NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL USERFLOWS PLANNING 25Sunday, September 29, 13 26. NETFLIX SOCIAL MOVIE SHARING Overall Concept Model External ratings Recommendations Choose movie RSVP Changing RSVP Invite Friends Viewing a movie Controls Choose Time chat webcam Host Friends Host Tasks Shared Tasks 26Sunday, September 29, 13 27. NETFLIX SOCIAL MOVIE SHARING USERFLOW Invite Friends to Watch a Shared Stream (logged in) Yes No Yes (logged in) 27Sunday, September 29, 13 28. NETFLIX SOCIAL MOVIE SHARING USERFLOW Watch a live stream with Friends (logged in) 28Sunday, September 29, 13 29. NETFLIX SOCIAL MOVIE SHARING USERFLOW RSVP for Shared Stream 29Sunday, September 29, 13 30. NETFLIX SOCIAL MOVIE SHARING USERFLOW Follow a Blogger 30Sunday, September 29, 13 31. NETFLIX SOCIAL MOVIE SHARING USERFLOW Send Recommendation Friends 31Sunday, September 29, 13 32. NETFLIX SOCIAL MOVIE SHARING NETFLIX SOCIAL KEY SCREENS PLANNING 32Sunday, September 29, 13 33. NETFLIX SOCIAL MOVIE SHARING HOMEPAGE SCREEN Link to the new social page of Netflix Link to friends profiles A B A B 33Sunday, September 29, 13 34. NETFLIX SOCIAL MOVIE SHARING SOCIAL PAGE SCREEN A B C E D Movies scheduled to be watch with friends. Launch eatre button appears within 10 minutes of start time. A B Recommended from friends Your friends movie queue C D Movies that are in both your queue and your friends queueE 34Sunday, September 29, 13 35. NETFLIX SOCIAL MOVIE SHARING MOVIE CHOICE SCREEN A B C D E Movie youre going to watch Reviews pulled from external sources, i.e. Rotten Tomatoes A B List of Friends who also have this movie in their queue Button that allows you to watch the film with friends C D Member Reviews ordered by: Favorites then Friends then everyone else E 35Sunday, September 29, 13 36. NETFLIX SOCIAL MOVIE SHARING INVITATION SCREEN Choose friends to watch a video with Select a date and time to watch the film with friends A B Send the invitation D A B D Attach an optional note C C 36Sunday, September 29, 13 37. NETFLIX SOCIAL MOVIE SHARING VIEWING SCREEN B C A B C Webcam and Chat windows open and close like drawers Streaming control is within playback toolbar - the person hosting the session sets the control for everyone. A B Movement of mouse brings up the control bar and webcam/ chat icons C 37Sunday, September 29, 13 38. Contact: Candace Majedi cmajedi@gmail.com Mirza Alam mealam42@gmail.com Azam Zafar azamzafar@gmail.com http://share.axure.com/NC1HH2/HOME.html 38Sunday, September 29, 13