Product discovery UX research Business design
COMPANY
The hero camp ->
NETFLIX, PRODUCT OPPORTUNITY, 2023
Given the shared account blocking policy, Netflix is grappling with an 8.1% churn rate, contrasting with its typical rate of 2.6%. How can we, through discovery, get back to our usual state?
PROBLEM
We began by interviewing 7 users, which helped us pinpoint the problem and understand why they were canceling their subscriptions. These interviews gave us valuable insights and revealed different attitudes toward Netflix and its measures. Additionally, we conducted desk research and a survey to gather further data and insights.
SOME INSIGHTS FROM USER INTERVIEWS ↓
Users perceive that HD or a similar quality should be the standard, yet currently Netflix only offers this quality at very high prices.
The most loyal users are upset about the cancellation because they feel they are not being rewarded or recognized.
Users are not happy with the catalog offerings because they perceive Netflix's current content as low quality.
OPPORTUNITY TREE
To organize these insights and tie them to some KRs related to improving churn rate, we're structuring these insights into an opportunity tree. This will help us have a clear roadmap for future opportunities:
PRIORIZATION
Once all opportunities have been mapped, we utilize a framework to assess the potential impact of each one. This helps us prioritize them and understand their potential impact on users and the business.
IDEATION & HYPOTHESIS
After prioritizing the opportunity with the most potential impact, we enter the ideation phase. Here, we use techniques like brainstorming to explore the best possible solutions for our opportunity.To boost our ideas, we transform the opportunity using a "How might we" formula.
“How might we offer Netflix users who previously shared accounts alternatives in terms of features and content without requiring additional payments?”
SOME INSIGHTS FROM USER INTERVIEWS ↓
EXTRA FEATURES
Users perceive that HD or a similar quality should be the standard, yet currently Netflix only offers this quality at very high prices.
FIDELIZATION
The most loyal users are upset about the cancellation because they feel they are not being rewarded or recognized.
HQ
Users are not happy with the catalog offerings because they perceive Netflix's current content as low quality.
IDEATION & HYPOTHESIS
In conclusion, by exploring the ideas we generated during the ideation session, we assessed their potential using an "if+then+because" formula. Then, we evaluated our hypotheses based on criteria such as desirability, feasibility, and viability.
DESIRABILITY
Most users will likely want to maintain their membership to access discounts and perks.
FEASIBILITY
We believe that gamification already exists in many applications, so we see its feasibility as likely.
VISABILITY
This solution will categorize users based on a "loyalty scale," which will help the business categorize premium services for each user.
PROTOYPE & VISUAL DESIGN
This project was part of a course I took at Hero Camp in 2023, focusing on product discovery. It was a highly enriching experience where I had the opportunity to collaborate with other Product Owners, UX designers, UX researchers.
