November 5, 2022
Balancing business and user needs: Introducing ads on Netflix's mobile experience
Note: The contents of this case study were created prior to Netflix's official release of an ad-supported tier, announced November 3rd, 2022
Netflix, facing subscriber loss and increased competition, plans to introduce an ad-supported tier to attract new customers. This case study explores the challenges of user onboarding and integrating ads into the browsing and content viewing experience.
Understanding user needs with in-person and remote research
Prior to exploring solutions, I interviewed ~5 gen-z / millennial streaming service users. I also conducted a survey for a wider group of users, aged 18–50. This research allowed me to draw insights about how users consume content via digital streaming services.
Gaining new customers through lower prices and seamless onboarding
One key insight pulled from my user research is the weight that content has on selecting a streaming service. I designed an updated flow that allows users to easily browse Netflix's content leading them directly into the sign up flow.
Netflix plans to introduce a new, discounted tier which is where ads will be served. To ensure the onboarding period is seamless as possible despite the addition of a new tier, I designed a new pricing carousel. Users are able to focus on details of one plan at a time, while still being able to compare adjacent plans.
Balancing stakeholder needs with contextual, non-disruptive ads
To integrate ads seamlessly, display ads were introduced in browse, featuring contextually relevant brands (such as Uber EATs, and GoPuff) that provided goods or services to compliment the user's viewing experience. Various ad creatives were explored, including static ads and product carousels, which could be tested for engagement through A/B testing.
I also explored video ads, introduced at the beginning of content, combining skippable and non-skippable formats to accommodate user expectations. In my research, I found users preferred to view non-skippable ads at the beginning of content with shorter, skippable ads throughou
Areas for Further Exploration
To further validate solutions, usability testing and further exploration are recommended to ensure user satisfaction and measure engagement with ads. Another key stakeholder that should be explored in more depth is advertisers. Netflix must ensure user engagement with ads can be measured and that each ad type is tested extensively so that proper expectations can be set for brands.
November 5, 2022
Balancing business and user needs: Introducing ads on Netflix's mobile experience
Note: The contents of this case study were created prior to Netflix's official release of an ad-supported tier, announced November 3rd, 2022
Netflix, facing subscriber loss and increased competition, plans to introduce an ad-supported tier to attract new customers. This case study explores the challenges of user onboarding and integrating ads into the browsing and content viewing experience.
Understanding user needs with in-person and remote research
Prior to exploring solutions, I interviewed ~5 gen-z / millennial streaming service users. I also conducted a survey for a wider group of users, aged 18–50. This research allowed me to draw insights about how users consume content via digital streaming services.
Gaining new customers through lower prices and seamless onboarding
One key insight pulled from my user research is the weight that content has on selecting a streaming service. I designed an updated flow that allows users to easily browse Netflix's content leading them directly into the sign up flow.
Netflix plans to introduce a new, discounted tier which is where ads will be served. To ensure the onboarding period is seamless as possible despite the addition of a new tier, I designed a new pricing carousel. Users are able to focus on details of one plan at a time, while still being able to compare adjacent plans.
Balancing stakeholder needs with contextual, non-disruptive ads
To integrate ads seamlessly, display ads were introduced in browse, featuring contextually relevant brands (such as Uber EATs, and GoPuff) that provided goods or services to compliment the user's viewing experience. Various ad creatives were explored, including static ads and product carousels, which could be tested for engagement through A/B testing.
I also explored video ads, introduced at the beginning of content, combining skippable and non-skippable formats to accommodate user expectations. In my research, I found users preferred to view non-skippable ads at the beginning of content with shorter, skippable ads throughou
Areas for Further Exploration
To further validate solutions, usability testing and further exploration are recommended to ensure user satisfaction and measure engagement with ads. Another key stakeholder that should be explored in more depth is advertisers. Netflix must ensure user engagement with ads can be measured and that each ad type is tested extensively so that proper expectations can be set for brands.
November 5, 2022
Balancing business and user needs: Introducing ads on Netflix's mobile experience
Note: The contents of this case study were created prior to Netflix's official release of an ad-supported tier, announced November 3rd, 2022
Netflix, facing subscriber loss and increased competition, plans to introduce an ad-supported tier to attract new customers. This case study explores the challenges of user onboarding and integrating ads into the browsing and content viewing experience.
Understanding user needs with in-person and remote research
Prior to exploring solutions, I interviewed ~5 gen-z / millennial streaming service users. I also conducted a survey for a wider group of users, aged 18–50. This research allowed me to draw insights about how users consume content via digital streaming services.
Gaining new customers through lower prices and seamless onboarding
One key insight pulled from my user research is the weight that content has on selecting a streaming service. I designed an updated flow that allows users to easily browse Netflix's content leading them directly into the sign up flow.
Netflix plans to introduce a new, discounted tier which is where ads will be served. To ensure the onboarding period is seamless as possible despite the addition of a new tier, I designed a new pricing carousel. Users are able to focus on details of one plan at a time, while still being able to compare adjacent plans.
Balancing stakeholder needs with contextual, non-disruptive ads
To integrate ads seamlessly, display ads were introduced in browse, featuring contextually relevant brands (such as Uber EATs, and GoPuff) that provided goods or services to compliment the user's viewing experience. Various ad creatives were explored, including static ads and product carousels, which could be tested for engagement through A/B testing.
I also explored video ads, introduced at the beginning of content, combining skippable and non-skippable formats to accommodate user expectations. In my research, I found users preferred to view non-skippable ads at the beginning of content with shorter, skippable ads throughou
Areas for Further Exploration
To further validate solutions, usability testing and further exploration are recommended to ensure user satisfaction and measure engagement with ads. Another key stakeholder that should be explored in more depth is advertisers. Netflix must ensure user engagement with ads can be measured and that each ad type is tested extensively so that proper expectations can be set for brands.