NETFLIX

Critique
Corner
Join us as we dive deep into the Netflix Application....

Akash
Netflix
It all began in April 1998, when Netflix started renting out DVD’s by mail. Nearly a decade later, Netflix changed their
proposition to a streaming service, which changed the way millions of people spend their free time. It is currently a
giant in the entertainment industry with a total revenue of US$29.7 billion in 2021. Quality customer experience is an
important part of any company in the service industry that wants to operate. Netflix is a major cause of the enticements
that can be produced by highlighting the efforts of a business to improve the user experience of its customers.

Considering that the Netflix UI/UX is a major reason behind its success, we would be diving deep into the UI details
of the Netflix app. We will further dwell on some design aspects and possible improvements (strategy and design) in
the app.

But before going into our app critique let's first understand the objectives of Netflix, which would guide us when
evaluating the features and design:
• Simplified and seamless subscription-based platform where users can stream movies
• Increased user engagement through personalized UX and recommendations based on user preferneces
• Dark theme, attractive thumbnails and easy to read fonts to improve user experience
Design Elements
Netflix uses thumbnails as search results instead of using
any text, so that the users find themselves more compelled
to click on a title. This is done for the goal of increasing
overall engagement

Stretch & Shrink Surprise me button

When scrolling down the 'surprise
me' button is shown in a minimized
format. And when a user scrolls up,
meaning he/she did not find anything
that they are interested in, the
'Surprise Me' button will expand and
become more prominent for such
users, as they are most likely to use
'Surprise Me' button
Personalized Thumbnails:
The artwork Netflix chooses for the
thumbnails is selected, after analyzing
the media a specific person consumes.
For example, if the user recently
watched a movie starring Uma
Thurman, they'll see a Pulp Fiction
thumbnail featuring Uma. If he
watched Grease or Urban Cowboy in
the last weeks or months? His Pulp
Fiction thumbnail will center on John
Travolta instead.
Design Elements
Shelves on the screen: Netflix puts its
recommendations in a shelf like format with content
thumbnails. This make the UI look more structured
and easy to navigate, which is extremely important
otherwise just the large amount of content can
overwhelm the users

Direct play button

Netflix provides the button to directly Picture-in-Picture:
play the content from the info from the Android Picture in Picture (PiP) mode is a
homepage. If the user has already special feature that lets the users watch a
watched some episodes it will start
from the location where the
video in a small overlay window at the corner
series/movie was last paused by the of the screen while running other apps in
user. the background. This way, users don't have
to close the video just to reply to a
Lock and skip Intro Buttons
Netflix provides the feature to Lock
WhatsApp message or to do a Google
the screen and hide all the video Search. To run this feature is very easy, and
controls. Also it provides a one whenever the user closes the app when
button to skip the Intro, which
playing a video, it automatically goes into the
enhances the user engagement.
PiP mode.
Strategy Elements
Fast Laughs:
This feature includes
different short clips
from movies/TV series.
Also the user has the
option to share the clips A/B testing
on social media. This Netflix first tests its latest
features in the beta app and
will promote Netflix as
analyses the response from the
well as that particular
users. Based on this data the
movie amongst the
feature is modified or launched
Profiles media lovers. into the official app.
This features allows the users to
make different profiles and switch
between them easily. Also there is a
children profile by default, selecting it
Coming Soon
will only show content which is child
friendly. Netflix shows the list of
soon to be launched Games & Suggestions
contents, along with the Netflix recently launched games on
Continue Watching its platform to increase User
This features allows the users to trailers. It also gives interaction. They have also added a
continue watching from where they users the feature the feature where it provides
left off with one click. This allows users recommendations based on the
to seamlessly switch between devices
set a reminder for when
game that you are playing.
and pause/play with ease. the show is launched.
 Show available
Currently, on the android app, the
languages
users have to play to video to find

Improvements out which languages the movie

and subtitles are available in. It
can be improved by listing these
facts along with the info of the
content.

Exact
Currently when anything is
Group Watch searchedMatch
on Netflix, it shows
Some users wish to enjoy streaming Netflix recommendations based on the
with their loved ones from different search criteria in addition to the
locations. A feature can be added to allow exact matches, but it can be
the host to invite his friends and family to improved by inserting some
watch movies together. Also a group chat divider between matches and
feature can be implemented. This will allow recommendations. In above image
users to link up with friends from distance user might be disappointed to find
the Leonardo DiCaprio is not in