JOB Overview
Project duration:
January 2019 to March 2022
XD Nextflix Exprience Design Team
As the Lead UX Researcher and Designer, I was part of the Netflix Experience Design Team (XD), which is responsible for the design of all Netflix products across web, mobile, and television screens. The team consists of specialized Visual Designers, Interaction Designers, Prototypers, and Design Hybrids, working to innovate and improve the user interfaces of over 1000 devices.
Decision-Making Process:
Design a user-centered mobile photo editing application that addresses the needs of expert photographers and influencers, who require a robust interface for quick and efficient photo editing with semi-professional quality, allowing for easy sharing on social networks.
My role:
Lead UX Researcher and UI Designer
Responsibilities:
Conducted comprehensive user research to gather insights on customer needs and behaviors.
Testing and Analytics: Utilized A/B , LPH Polls, Interviews, P8, C EG testings and other advanced analytics to optimize design features and improve user engagement metrics.
Machine Learning Algorithms: Developed machine learning algorithms to categorize users in 23 categories by demographics, psychographics, and mental preferences for precise content recommendations.
Interactive Prototyping: Created interactive prototypes to test new features and gather user feedback.
Behavioral Analytics: Analyzed user behavior to identify patterns and opportunities for enhancing the user experience.
Personalization Strategies: Implemented personalization strategies that tailored content recommendations and user interfaces based on individual preferences.
UI Component Libraries: Developed and maintained comprehensive UI component libraries to ensure consistency across all platforms.
Cross-Functional Collaboration: Worked closely with developers, product managers, and marketing teams to ensure cohesive and effective design solutions.
Customer Segmentation: Categorized customers by emotional responses and viewing habits to refine marketing strategies and enhance engagement.
Feature Development: Led the design and implementation of features such as "Play Something" and "New & Hot" to improve content discovery and user retention.
Usability Testing: Conducted extensive usability testing to validate design decisions and ensure a seamless user experience.
The Team:
Led a team of 8 UX designers across the Gulf Coast region of the USA (Texas, Louisiana, Mississippi, Alabama, and Florida) and in Latin America (Mexico, Colombia, and Argentina).
Project thumbs 33ls
Thumbs Up/Down New classification Rating System for 16 UP
Problem:
The existing star rating system was not effectively capturing user preferences and engagement.
UX Research Process:
User Interviews: Conducted interviews to understand how users interacted with the star rating system and what they expected from a rating feature.
Data Analysis: Analyzed data from the star rating system and compared it with actual user behavior to identify discrepancies.
Proposed Solution:
Simplified Rating System: Designed a binary thumbs up/down system to make it easier for users to provide feedback.
Prototyping: Created prototypes and tested them with users to gauge their ease of use and effectiveness.
Implementation:
Algorithm Integration: Integrated the new rating system with the recommendation algorithm to improve personalized content suggestions.
Design Rollout: Deployed the new design across all platforms, ensuring consistency and ease of use.
Impact:
User Participation: Increased the number of users providing feedback 88%
Recommendation Accuracy: Improved the accuracy of content recommendations, leading to higher user engagement.
Match Percentage Feature by personality USER PErsona
Problem: Users had difficulty determining how well a show or movie would match their interests based on their viewing history.
UX Research Process:
User Data Analysis: Studied viewing habits and user feedback to understand how users made content selection decisions.
Focus Groups: Held focus groups to discuss the concept of a match percentage and gather initial reactions.
Proposed Solution:
Algorithm Development: Created an algorithm that calculated a match percentage based on user viewing history and preferences.
Prototyping: Developed prototypes displaying the match percentage and tested with users to ensure clarity and usefulness.
Implementation:
UI Integration: Integrated the match percentage feature into the content preview and detail pages.
Continuous Improvement: Collected ongoing feedback and refined the algorithm to improve accuracy.
Impact:
Content Discovery: Enhanced user ability to discover content that aligned with their interests.
Engagement: Increased user satisfaction and engagement with the platform.
NEW HOT SECTION
Problem: Users wanted to stay updated on the latest and upcoming content on Netflix.
UX Research Process:
User Feedback: Collected feedback on the desire for a dedicated section for new and upcoming content.
Focus Groups: Held focus groups to understand what information users wanted in this section.
Proposed Solution:
Section Design: Designed the "New & Hot" section, including categories like "Coming Soon," "Everyone’s Watching," and "Top 10."
Prototyping: Developed prototypes and conducted usability tests to ensure the section met user needs.
Implementation:
UI Integration: Integrated the "New & Hot" section into the homepage and mobile app.
Continuous Updates: Ensured the content in this section was regularly updated based on user interests and viewing trends.
Impact:
This last project was in the testing phase, with positive feedback but was never accepted to be uploaded.
