ROLE
INDUSTRY
TIMELINE
TEAM
OVERVIEW
Introduction
Problem
Netflix is looking to partner with local companies to help boost signups on their mobile platform. Determine the company that would be best for this and design a signup flow to make this possible.
Goals
Identify Strategic Partnerships
Increase Signups.
Enhance User Experience
Role
I worked as a Product strategist for partnerships, a User Researcher and a UX/ UI designer on this project. The timeline of this project was 4 weeks, I worked in a team with two other Kimoyo fellows. We conducted our initial research together, and the rest of the project was done single-handedly.
Audit
I undertook a comprehensive review of the existing Netflix signup process to gauge its functionality and flow. My findings revealed an extended onboarding journey with a lot of steps to complete in over 12 screens.
Audit
Audit
Research
Additionally, I conducted an audit remotely with participants via video call, here are some themes from the interviews ;
Most participants had a mobile device preference
Participants were frustrated by debit card declination
Participants claimed the signup process was a bit long
Most participants love to watch movies from the comfort of their home
About 70% of participant did not want to have to stream on their data and also pay for subscriptions.
Quotes from interviews
User Personas
I created user personas, from frequently occurring themes in my research.
User Personas
Local Company
Frequent mentions of the dual costs associated with both data and subscriptions emerged a of times during participant interviews. Following extensive research, I made the strategic decision to collaborate with a local telecommunication company, aiming to alleviate the financial burden experienced by users with the necessity to pay for both data and content subscriptions.
MTN was one of the earliest telecommunications companies in Nigeria. As of 30 June 2016, MTN recorded 232.6 million subscribers, making it the eighth-largest mobile network operator in the world, at the largest in Africa. MTN has 70.69 million subscribers (38.06%) of the market share in Nigeria.
These two factors make MTN the best choice
Speed
Availability
MTN presents an expansive network that Netflix can seamlessly tap into. In a mutually beneficial alliance, increasing MTN's subscriber base aligns perfectly with Netflix's goal for expansion. This symbiotic collaboration creates a win-win situation, where both entities stand to gain from the synergy of MTN's vast network and Netflix's quest for increased subscribership.
Wireframes - Low Fidelity
I created two different wireframes based on initial sketches. These wireframes feature a simple and concise flow, users are presented with an exciting offer at first glance, also an option for social login.
Hypotheses
I generated a list of hypotheses that my final solution should solve.
How might we make users eager to sign up on Netflix?
How might we make the current flow more concise for users?
How might we make users complete the signup process?
High Fidelity
Iteratively utilizing insights gathered from my research, I developed high-fidelity screens. The design process was informed and refined through the invaluable feedback received from various research sources, ensuring a user-centric and polished final product. Click here to view Prototype.
High Fidelity Designs
Testing & Feedback
Upon showcasing my high-fidelity designs to participants, the feedback was overwhelmingly positive. They expressed a preference for the new flow and conveyed a strong inclination toward taking up MTN's offer.
Keytake aways
This project taught me, the critical importance of feedback, emphasizing the significance of gathering insights at every stage, primarily from end-users who will interact with the product. While getting feedback it is also important to note that, getting users to “show and tell” how they use the product is one of the best ways of getting feedback, as you get to watch first hand how the product is been used.
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Outcome
The Netflix team was very impressed with how much I uncovered during the research phase they embraced my feedback as actionable steps for further development. Collaborating with fellow Kimoyo fellows, we had the opportunity to meet with the Africa payment manager at Netflix to share our insights, particularly addressing the card declination issue.