NETFLIX
UX Research & Design

Overview

During my internship at Deltatre, I was challenged to explore the future of streaming apps and identify how Netflix could differentiate itself in an increasingly crowded market. Over eight weeks, I followed a full UX research process to uncover user pain points and design new opportunities for engagement—ultimately focusing on how Netflix could evolve into a more interactive, social experience.

Final Mobile Prototype - Figma

To understand where Netflix could grow, I examined:

  • UX principles & industry trends

  • A competitive analysis of Netflix and Disney+

  • A SWOT analysis of Netflix

  • Personas representing different viewer groups

A key insight emerged: users want richer interaction, not just content delivery. This led to the concept of integrating social features into the Netflix ecosystem.

Defining the Problem

Ideation and Concept Development

I collected feedback from peers, mentors, and users about current app frustrations.
Activities included:

  • Heuristic evaluation of the Netflix website

  • Problem statements

  • Sketching & Crazy Eights

My concepts focused on introducing interactive, community-driven features to differentiate Netflix and boost retention.

Prototyping and Usability Testing

I selected the Friends feature—allowing users to connect, share, and explore content together.
Steps included:

  • Creating mobile wireframes → high-fidelity Figma prototype

  • Learning advanced prototyping elements like horizontal scrolling

  • Conducting usability tests with task-based scenarios

  • Iterating based on user feedback to improve clarity and flow

This phase reinforced how each round of testing meaningfully refined the design.

Exploring Additional Tools

To expand beyond Figma, I created a Keynote-based desktop prototype. While limited, it demonstrated how the concept translated across platforms and helped communicate my ideas effectively.

Conclusion and Takeaways

This project addressed major UX challenges for Netflix:

  • Increasing engagement

  • Addressing user frustrations

  • Differentiating the platform in a competitive market

By introducing social, community-driven features, Netflix could strengthen user loyalty and attract new audiences—an essential step as streaming continues to evolve.