Date of Study:
September 4th 2023
Netflix, as a leading subscription-based streaming service, offers a wide range of features including online and offline viewing, personalized recommendations, parental controls, and Netflix games. With such a vast array of content and functionalities, it's important to ensure a smooth and intuitive user experience. By conducting task-based usability testing, we can uncover potential friction points that may impact how easily users can navigate and interact with the app.
Key Features of Netflix Mobile App:
Streaming movies and TV shows online
Offline viewing by downloading content
Personalized recommendations
Profiles for multiple users
Parental controls via Netflix Children
Filtering and browsing content by categories
Task-Based Usability Testing
Tasks breakdown
Search for their required TV show/Movie
Watch their favorite shows/movies
Download shows/movies
Choose subscription plans
Browse shoes/movies
Browse information regarding a show/movie like plot, number of seasons, case, other similar shows, etc
Filter shows and movies
To identify usability issues, I focused on two core tasks:
Scoring system used —
#Task 1: Search for and Play a Specific Episode
Task: Search for the TV show "Suits" and play the 10th episode of the last season.
This task evaluates how intuitive it is for users to search for a specific show and navigate to the desired episode. Netflix’s vast collection of content means users rely on efficient search and navigation to quickly find what they want to watch. A streamlined process is critical for maintaining a positive user experience.
#Task 1 Analysis
0. Search for a TV show “Suits” and play the 10th episode of the last season
Open the Netflix app
1.1 Login with the correct credentials
1.2 Click on the Profile you want to watch from
Navigate and click on the search bar
Type “Suits” in the search bar
3.1 Browse for the correct show by scrolling down
Click on the TV Show
Navigate to the season selection drop down menu
Scroll down to find the last season of suits
Click on the last season of the series
Scroll down till you find the 10th episode
Click on the “play” icon
Evaluation plan -
Plan 1 - Complete steps 1 through 9. You can skip 1.1 if you are already logged in. Step 1.2 is a required step. You can skip 3.1 if the search results are accurate.
Plan 2 - Complete step 1, complete step 1.1 if required. Step 1.2 is a required step.
Continue with Steps 2 through 3. Complete step 3.1 if the search results are not accurate.
Continue with steps 4 through 9.
#Task 2: Use Filters to Download a Movie
Task: Navigate to the "Comedies" category, select a movie, and download it for offline viewing.
Browsing through categories and downloading content is a common use case for users who want to watch movies or shows offline. This task helps evaluate how well Netflix's filtering system functions and whether the download option is easily accessible.
#Task 2 Analysis
0. Navigate to the category “Comedies” using filters and download a relevant movie
Open the Netflix app
1.1 Login with the correct credentials
1.2 Click on the Profile you want to watch from
Navigate to the “Categories” section
Click on categories
Scroll down and browse for the “comedies” section
Once found, click on “comedies”
Browse for the movie you want by scrolling down
Click on the movie
Navigate to the download button
Click on download
Evaluation plan -
Plan 0 - Complete steps 1 through 9. You can skip 1.1 if you are already logged in. Step 1.2 is a required step. Continue from steps 2 through 9.
Plan 8 - Complete step 1, complete step 1.1 if required. Step 1.2 is a required step.
Continue with Steps 2 through 8. If step 8 is not found, repeat step 6 and complete step 9.
Good Aspects of Netflix’s Usability
1. Instant Feedback on Actions: Visibility of System Status
One of the standout features of Netflix’s app is how quickly it provides feedback when a user performs an action, such as downloading a show or movie. As soon as a user clicks “Download,” the app responds instantly, changing the button’s icon and showing an animation. This feature provides reassurance that the action is in progress and gives users the option to easily cancel the download.

Why It’s Great:
The visibility of system status is essential for keeping users informed, and Netflix does an excellent job here. Instant feedback enhances the user experience by ensuring users are never left wondering whether their action was successful.
Rating: 0 (No usability issue)
2. Consistent and Simple Language: Match Between System and the Real World
Netflix has made its interface accessible by using simple, universal language that is easy to understand. Icons and labels like “Rate This,” “Add to List,” and “Like This” make the app intuitive, even for first-time users. This consistency helps users navigate the app smoothly.

Why It’s Great:
The use of straightforward language and familiar icons makes the app easy to use, regardless of a user's experience level. This feature demonstrates a great match between the system and real-world expectations.
Rating: 0 (No usability issue)
3. Continue Watching and Control Features: User Control and Freedom
Netflix also excels at giving users the freedom to control their viewing experience. Users can easily cancel or undo actions, and the “Continue Watching” feature allows them to pick up right where they left off—even if they accidentally close the app.

Why It’s Great:
This feature offers flexibility and minimizes frustration. Whether a user is canceling a download or resuming a show, they always feel in control.
Rating: 0 (No usability issue)
4. Consistency Across Devices: Consistency and Standards
Netflix maintains a consistent design and user experience across different devices. While there may be slight variations in additional features based on device compatibility, the core interface remains uniform.
Why It’s Great:
Consistency across devices creates a seamless transition for users, whether they switch between their phone, tablet, or TV. It’s crucial for ensuring that the learning curve is minimal.
Rating: 0 (No usability issue)
5. Search and Navigation: Help and Documentation
Netflix provides a persistent search bar and a fixed navigation bar, allowing users to navigate easily without extra steps. Whether looking for content or specific actions, users can find what they need without hassle.

Why It’s Great:
Clear navigation helps users avoid confusion, ensuring that they can quickly find the right content or perform necessary actions without diving into hidden menus.
Rating: 0 (No usability issue)
Areas for Improvement in Netflix’s Usability
1. Lack of Error Prevention Alerts
One notable issue in the app is the lack of confirmation messages for key actions. For example, when canceling a download, there is no alert to confirm the action, and the user must restart the download if canceled accidentally.

Why It’s a Problem:
While not a major issue, the absence of confirmation alerts can lead to frustration for users, especially if they unintentionally cancel a download. A simple alert could prevent this.
Rating: 2 (Minor usability problem)
2. Overloaded Categories List
The categories list on Netflix is cluttered with content, making it difficult for users to easily browse and remember what they’ve seen. The lack of organization in the categories section forces users to scroll through large amounts of content, leading to a cumbersome experience.

Why It’s a Problem:
The overloaded categories section creates a recognition problem, requiring users to sift through excessive information. Organizing the categories into subsections or implementing better filtering could alleviate this issue.
Rating: 2 (Minor usability problem)
3. Limited and Inflexible Filter Options
When using filters in Netflix’s app, users encounter limitations. Currently, users can filter by categories, but once they select a category, they cannot switch between TV shows and movies without restarting the process. Additionally, the filter options are minimal and lack flexibility.

Why It’s a Problem:
With a vast library of content, users need more robust filtering options to find specific shows or movies. More flexibility in filters would save users time and reduce the need for unnecessary browsing.
Rating: 3 (Major usability problem)
4. Visibility Issues: Text and Design Aesthetics
In some sections of the app, particularly the categories section, Netflix uses a frosted glass effect with light text, which can reduce readability. This is especially problematic when the background is light, as it makes the text difficult to see. Additionally, there is a lack of separation between text elements, such as episode listings, making the interface harder to navigate.

Why It’s a Problem:
Text visibility and proper alignment are essential for readability. Users could struggle to read or interpret content, negatively impacting the overall user experience.
Rating: 3 (Major usability problem)
Conclusion
Netflix's mobile app excels in providing an intuitive, consistent user experience, especially in areas like system feedback, navigation, and control. However, certain usability issues, such as limited filters, visibility problems, and the lack of error prevention, could benefit from improvement. By addressing these issues, Netflix can further streamline its already excellent interface and improve the experience for all users.
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