UX/UI Concept Design

Netflix Producer

Design a collaborative, cloud-based software for Netflix and its affiliates (producers, directors, writers, editors, etc.) to work on Netflix Originals and their associated transmedia projects.

THE PROBLEM

There are many moving parts involved with producing a Netflix Original series, and adding transmedia efforts compounds the complexity. Netflix needs an online collaborative system that brings it all together.

VIDEO DEMO

THE TEAM

Brandon Smith: Visual Design Lead
Christopher Lee: Project Manager
Zoy Britton: Research Lead

TOOLS USED

Pen & Paper, Whiteboard & Markers, Post-Its

SCREENSHOTS

Process

RESEARCH

  • User Interviews
  • Entertainment Industry, Netflix, and Transmedia Research
  • Feature Prioritization
  • Comparative Analysis
  • Information Architecture

DESIGN STEPS

  • Wireframes
  • Paper Prototype
  • User Testing
  • Hi-Fi Mockups
  • User Testing
  • Refinement

WHAT IS TRANSMEDIA?

Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story.

HENRY JENKINS

ORIGINAL CONTENT IN THE CATALOG

Our research uncovered that Netflix’s current catalog consists of 16% Netflix Original content, with the remaining percent being licensed content. Netflix’s goal is to grow original content to 50% of the catalog.

Additionally, Netflix is looking to expand the universes of its original content through transmedia efforts. Stranger Things, for example — a popular show first introduced in Summer 2016 — is playing with ideas to create an 8-bit style game.

%

Currently original content

%

Goal for original content

FEATURE PRIORITIZATION

Started with 18 feature ideas.

We arrived at an MVP with 9 features:
File Sharing | Task Metrics | Idea Boards | Budgets | Collaboration | Progress Management | Intranet Workspace | Narrative Elements | Business Metrics

In-depth study of the Netflix business model revealed which features we should remove or reserve for “would be nice for the future.” Some didn’t fit with the current business model, and others were simply unfeasible under our time constraints. Such features included screenplay pitches, job boards, workshops, incubator, and extranet.

USER PERSONA

Beef Jones

Age 32
Job Producer, Screenwriter
Location Los Angeles

The production process has so many moving pieces. I wish there were a way to bring it all together.

BEEF JONES

PAIN POINTS

  • No cohesive way to manage multiple narrative storylines, or to see all the disparate parts of narrative storytelling in one place.
  • No platform to see all elements within a narrative (eg. characters, plot points, backstories, settings).
  • Needs an online creative space to collaborate with producers and screenwriters, to create a digital “paper trail” of communication.

SCENARIO

Beef has been tasked with producing a transmedia narrative in light of the upcoming release of House of Cards Season 5. He doesn’t have time to come up with a new idea himself, but the team has a wealth of ideas already in motion that he can explore and create a new project from.

RESULTS

In early iterations of the design, we had created guided project setup screens to help the user get a new project setup. While we thought this was a helpful solution, paper prototype user tests revealed it wasn’t.

Instead, we arrived on a solution where the setup just requires the project title and category. Then the user can work on the project in any order they’d like. Since our users are power users, they require the flexibility to complete each project on their own terms, with their own unique process.

Ultimately, the solution we arrived at welcomes open creativity, which is perfect for both the creative and business users of the product.

In order to maintain focus for our design and stay on-brand with the Netflix philosophy, we took the Netflix streaming service tagline “See What’s Next,” and adapted it to “Make What’s Next.”

Netflix Streaming Service Philosophy

SEE WHAT’S NEXT

 

Connecting people with stories
Looking forward
Exploring
Viewing the Content

Netflix Producer Philosophy

MAKE WHAT’S NEXT

 

Connecting producers, writers, etc. Exploring new narratives Making the content