Netflix as a communication system
Remote co-watching refers to the practice of watching content together while being physically apart. In response to recent trends, more services began offering co-watching features. This project explores the enabling of user communication through the Netflix platform.
Scope
Integrated remote co-watching feature
Duration
3 months
Tools
Figma
Role
Concept, wireframes, prototype
Context
In response to changing media consumption trends, many streaming platforms have expanded their functionality options and have embedded communication systems that allows users to co-watch content with others while synchronously communicating via text, emojis, voice and video call. To address this, our team has aligned our project goal with a focus on enabling remote user communication through Netflix while co-watching in order to foster better social connection.
// Problem
Users have an appetite for communicating about content they watch through the Netflix platform itself, without having to rely on extensions that often face technical difficulties and inconveniences.
// Process
Our group conducted semi-structured interviews across five participants. The participants fell between ages 23-26 and are all Netflix users that have experience with co-watching content remotely.
// Question
How do users communicate during the act of co-watching?
Do they communicate with one another about the show? Does this usually occur during or after co-watching? How does communicating with one another change the viewing experience?
*Visualization of the proposed communication system
Findings
Theme: Communication practices
Theme: Co-watching practices
Functionality
The solution must...
Enable users to initiate co-watching within the platform from anywhere, at anytime.
Provide users with multiple options for communicating (ie. text, video etc.)
Enable actor identification in messages.
Foster communication without distraction.
Solution
By incorporating an option for users to communicate through the Netflix platform, we have created a means of fostering social connection around and through technology. Our goal was to bridge the current gap and satisfy the user's appetite for communication while co-watching on Netflix, without having to rely on third-party platforms.
With our solution, users are given the freedom of choice between multiple methods such as video, audio and text chat, while ensuring actor identification through user profiles, target identification through timestamps, and division through control over notifications, volume, and screen space. Our aim was to provide balance between virtual social interaction, while also implementing it in a personalized and customizable manner.
Prototype
Next steps
Validate the solution: Moving forward, our team would like to conduct various rounds of usability testing on our solution with representative users to validate and inform future iterations.
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Practice Responsive Design: As Netflix is offered on various devices (ie. desktop, mobile iOS, smart TV, etc.), I would eventually like to work on expanding our solution to be responsive to change between different layouts using breakpoints.