2024
Netflix Lens
Personalizing streaming experiences with AI-driven features
2024
Netflix Lens
Personalizing streaming experiences with AI-driven features
2024
Netflix Lens
Personalizing streaming experiences with AI-driven features
Summary
Netflix Lens is a conceptual AI-powered feature set that I developed to enhance content discovery, engagement, and storytelling comprehension. As an individual project, I designed and strategized these features to tackle decision fatigue and improve personalization, shaping a vision for the future of AI-driven streaming experiences.
Summary
Netflix Lens is a conceptual AI-powered feature set that I developed to enhance content discovery, engagement, and storytelling comprehension. As an individual project, I designed and strategized these features to tackle decision fatigue and improve personalization, shaping a vision for the future of AI-driven streaming experiences.
Summary
Netflix Lens is a conceptual AI-powered feature set that I developed to enhance content discovery, engagement, and storytelling comprehension. As an individual project, I designed and strategized these features to tackle decision fatigue and improve personalization, shaping a vision for the future of AI-driven streaming experiences.
Context
AI-powered discovery, effortless choices, deeper engagement.
Designed as part of an individual project in SI 511: Product Management, Netflix Lens addresses common challenges in the streaming experience, such as decision fatigue and relevant content recommendations. The feature set leverages AI to personalize content discovery, simplify decision-making, and enhance viewer engagement.
Context
AI-powered discovery, effortless choices, deeper engagement.
Designed as part of an individual project in SI 511: Product Management, Netflix Lens addresses common challenges in the streaming experience, such as decision fatigue and relevant content recommendations. The feature set leverages AI to personalize content discovery, simplify decision-making, and enhance viewer engagement.
Context
AI-powered discovery, effortless choices, deeper engagement.
Designed as part of an individual project in SI 511: Product Management, Netflix Lens addresses common challenges in the streaming experience, such as decision fatigue and relevant content recommendations. The feature set leverages AI to personalize content discovery, simplify decision-making, and enhance viewer engagement.
Setting
University of Michigan - Introduction to Product Management
Setting
University of Michigan - Introduction to Product Management
Setting
University of Michigan - Introduction to Product Management
Role
Product Manager, Product Designer
Role
Product Manager, Product Designer
Role
Product Manager, Product Designer
Collaborators
Individual Project
Collaborators
Individual Project
Collaborators
Individual Project
Tools
Figjam, Figma, Figma Slides
Tools
Figjam, Figma, Figma Slides
Tools
Figjam, Figma, Figma Slides
Timeline
November 2024
Timeline
November 2024
Timeline
November 2024
Duration
2 Weeks
Duration
2 Weeks
Duration
2 Weeks
Problem
Endless choices, minimal personalization.
Expanding content libraries give viewers more options, but make finding the right content a challenge.
Problem
Endless choices, minimal personalization.
Expanding content libraries give viewers more options, but make finding the right content a challenge.
Problem
Endless choices, minimal personalization.
Expanding content libraries give viewers more options, but make finding the right content a challenge.
Choice Fatigue
The growing number of streaming platforms creates confusion. Once users select a streaming platform, they spend 10.5 minutes on average browsing for something to watch, with 20% of viewers abandoning their watching session altogether due to the decision fatigue (Nielsen, 2023).
Choice Fatigue
The growing number of streaming platforms creates confusion. Once users select a streaming platform, they spend 10.5 minutes on average browsing for something to watch, with 20% of viewers abandoning their watching session altogether due to the decision fatigue (Nielsen, 2023).
Choice Fatigue
The growing number of streaming platforms creates confusion. Once users select a streaming platform, they spend 10.5 minutes on average browsing for something to watch, with 20% of viewers abandoning their watching session altogether due to the decision fatigue (Nielsen, 2023).
Subscription Cycling
With so many streaming choices, viewers prioritize content over platform loyalty. The majority of consumers (60%) feel that what they’re paying for isn’t relevant, driving them to chase desired content across multiple subscription platforms (Accenture, 2022).
Subscription Cycling
With so many streaming choices, viewers prioritize content over platform loyalty. The majority of consumers (60%) feel that what they’re paying for isn’t relevant, driving them to chase desired content across multiple subscription platforms (Accenture, 2022).
Subscription Cycling
With so many streaming choices, viewers prioritize content over platform loyalty. The majority of consumers (60%) feel that what they’re paying for isn’t relevant, driving them to chase desired content across multiple subscription platforms (Accenture, 2022).
The paradox of choice.
After a long day, many people turn to streaming platforms to unwind. Instead of quickly settling on something to watch, they find themselves trapped in an endless cycle of scrolling. Faced with an overwhelming number of choices—none of which seem like the perfect fit—decision fatigue sets in, making it harder to commit to a selection.
The paradox of choice.
After a long day, many people turn to streaming platforms to unwind. Instead of quickly settling on something to watch, they find themselves trapped in an endless cycle of scrolling. Faced with an overwhelming number of choices—none of which seem like the perfect fit—decision fatigue sets in, making it harder to commit to a selection.
The paradox of choice.
After a long day, many people turn to streaming platforms to unwind. Instead of quickly settling on something to watch, they find themselves trapped in an endless cycle of scrolling. Faced with an overwhelming number of choices—none of which seem like the perfect fit—decision fatigue sets in, making it harder to commit to a selection.
Settling In – The viewer grabs a snack and sits down, ready to relax with a new show.
Settling In – The viewer grabs a snack and sits down, ready to relax with a new show.
Settling In – The viewer grabs a snack and sits down, ready to relax with a new show.
Endless Scrolling – Overwhelmed by too many choices, they keep browsing but can't decide.
Endless Scrolling – Overwhelmed by too many choices, they keep browsing but can't decide.
Endless Scrolling – Overwhelmed by too many choices, they keep browsing but can't decide.
Giving Up – Frustrated, they turn off the screen and leave, watching nothing at all.
Giving Up – Frustrated, they turn off the screen and leave, watching nothing at all.
Giving Up – Frustrated, they turn off the screen and leave, watching nothing at all.
Opportunity
Smarter content curation through AI.
AI-driven personalization can enhance content discovery by providing context-aware recommendations, reducing choice fatigue, and creating a seamless viewing experience (Kalmykov, 2023). With 50% of U.S. viewers finding AI-curated content suggestions useful, improving personalization can boost engagement and satisfaction (Statista, 2024). Streaming platforms that leverage AI can better match content to viewer preferences, making it easier to find relevant programming.
Opportunity
Smarter content curation through AI.
AI-driven personalization can enhance content discovery by providing context-aware recommendations, reducing choice fatigue, and creating a seamless viewing experience (Kalmykov, 2023). With 50% of U.S. viewers finding AI-curated content suggestions useful, improving personalization can boost engagement and satisfaction (Statista, 2024). Streaming platforms that leverage AI can better match content to viewer preferences, making it easier to find relevant programming.
Opportunity
Smarter content curation through AI.
AI-driven personalization can enhance content discovery by providing context-aware recommendations, reducing choice fatigue, and creating a seamless viewing experience (Kalmykov, 2023). With 50% of U.S. viewers finding AI-curated content suggestions useful, improving personalization can boost engagement and satisfaction (Statista, 2024). Streaming platforms that leverage AI can better match content to viewer preferences, making it easier to find relevant programming.
Seamless Streaming
After a long day, a viewer browses content tailored to their mood—whether it’s a lighthearted comedy, a gripping thriller, or a nostalgic favorite. With ease, they find something that feels just right and start watching without hesitation. Immersed in the story, they relax, enjoy, and finish their session feeling satisfied.
Seamless Streaming
After a long day, a viewer browses content tailored to their mood—whether it’s a lighthearted comedy, a gripping thriller, or a nostalgic favorite. With ease, they find something that feels just right and start watching without hesitation. Immersed in the story, they relax, enjoy, and finish their session feeling satisfied.
Seamless Streaming
After a long day, a viewer browses content tailored to their mood—whether it’s a lighthearted comedy, a gripping thriller, or a nostalgic favorite. With ease, they find something that feels just right and start watching without hesitation. Immersed in the story, they relax, enjoy, and finish their session feeling satisfied.
Setting the Mood – The viewer sits down, ready to unwind, and browses content that fits their mood.
Setting the Mood – The viewer sits down, ready to unwind, and browses content that fits their mood.
Setting the Mood – The viewer sits down, ready to unwind, and browses content that fits their mood.
The Perfect Choice – After a quick search, they find a show or movie that feels just right.
The Perfect Choice – After a quick search, they find a show or movie that feels just right.
The Perfect Choice – After a quick search, they find a show or movie that feels just right.
Relax & Enjoy – Fully engaged, they kick back and have a great time watching, exactly as they hoped.
Relax & Enjoy – Fully engaged, they kick back and have a great time watching, exactly as they hoped.
Relax & Enjoy – Fully engaged, they kick back and have a great time watching, exactly as they hoped.
Hypothesis
Enhancing personalization through AI-driven features will improve content discovery, streamline navigation, and increase user engagement, ultimately boosting customer satisfaction and driving business growth.
Hypothesis
Enhancing personalization through AI-driven features will improve content discovery, streamline navigation, and increase user engagement, ultimately boosting customer satisfaction and driving business growth.
Hypothesis
Enhancing personalization through AI-driven features will improve content discovery, streamline navigation, and increase user engagement, ultimately boosting customer satisfaction and driving business growth.
Challenge
Balance AI-driven personalization with user control.
With three in five people expressing caution in trusting AI systems (KPMG, 2023), key factors influencing AI trust suggest that enhancing transparency in how these systems operate and maintaining human oversight are crucial for earning users' trust.
The core challenge in incorporating new AI-driven features for Netflix is striking the right balance between human-in-the-loop and computer-in-the-loop approaches. While AI has the potential to deeply personalize the user experience, too much automation risks alienating users who want more control over their viewing experience.
Challenge
Balance AI-driven personalization with user control.
With three in five people expressing caution in trusting AI systems (KPMG, 2023), key factors influencing AI trust suggest that enhancing transparency in how these systems operate and maintaining human oversight are crucial for earning users' trust.
The core challenge in incorporating new AI-driven features for Netflix is striking the right balance between human-in-the-loop and computer-in-the-loop approaches. While AI has the potential to deeply personalize the user experience, too much automation risks alienating users who want more control over their viewing experience.
Challenge
Balance AI-driven personalization with user control.
With three in five people expressing caution in trusting AI systems (KPMG, 2023), key factors influencing AI trust suggest that enhancing transparency in how these systems operate and maintaining human oversight are crucial for earning users' trust.
The core challenge in incorporating new AI-driven features for Netflix is striking the right balance between human-in-the-loop and computer-in-the-loop approaches. While AI has the potential to deeply personalize the user experience, too much automation risks alienating users who want more control over their viewing experience.
How Might We
How might we tailor the streaming experience through AI to reduce decision fatigue, improve content discovery, and create a more engaging and seamless viewing experience for users?
How Might We
How might we tailor the streaming experience through AI to reduce decision fatigue, improve content discovery, and create a more engaging and seamless viewing experience for users?
How Might We
How might we tailor the streaming experience through AI to reduce decision fatigue, improve content discovery, and create a more engaging and seamless viewing experience for users?
Brainstorming & Evaluation
Organizing ideas and evaluating features.
I combined both creative brainstorming and analytical evaluation to refine concepts into actionable, high-impact features.
Brainstorming & Evaluation
Organizing ideas and evaluating features.
I combined both creative brainstorming and analytical evaluation to refine concepts into actionable, high-impact features.
Brainstorming & Evaluation
Organizing ideas and evaluating features.
I combined both creative brainstorming and analytical evaluation to refine concepts into actionable, high-impact features.
Mind Mapping
I jotted down some initial ideas and began categorizing them into larger buckets, continuing to build off of new ideas and categories. This allowed me to structure my ideas and revealed connections between different features.
Mind Mapping
I jotted down some initial ideas and began categorizing them into larger buckets, continuing to build off of new ideas and categories. This allowed me to structure my ideas and revealed connections between different features.
Mind Mapping
I jotted down some initial ideas and began categorizing them into larger buckets, continuing to build off of new ideas and categories. This allowed me to structure my ideas and revealed connections between different features.
Reduce Browsing Time
The growing number of streaming platforms creates confusion. Once users select a streaming platform, they spend 10.5 minutes on average browsing for something to watch, with 20% of viewers abandoning their watching session altogether due to the decision fatigue (Nielsen, 2023).
Reduce Browsing Time
The growing number of streaming platforms creates confusion. Once users select a streaming platform, they spend 10.5 minutes on average browsing for something to watch, with 20% of viewers abandoning their watching session altogether due to the decision fatigue (Nielsen, 2023).
Reduce Browsing Time
The growing number of streaming platforms creates confusion. Once users select a streaming platform, they spend 10.5 minutes on average browsing for something to watch, with 20% of viewers abandoning their watching session altogether due to the decision fatigue (Nielsen, 2023).
Personalized Content Discovery
With so many streaming choices, viewers prioritize content over platform loyalty. The majority of consumers (60%) feel that what they’re paying for isn’t relevant, driving them to chase desired content across multiple subscription platforms (Accenture, 2022).
Personalized Content Discovery
With so many streaming choices, viewers prioritize content over platform loyalty. The majority of consumers (60%) feel that what they’re paying for isn’t relevant, driving them to chase desired content across multiple subscription platforms (Accenture, 2022).
Personalized Content Discovery
With so many streaming choices, viewers prioritize content over platform loyalty. The majority of consumers (60%) feel that what they’re paying for isn’t relevant, driving them to chase desired content across multiple subscription platforms (Accenture, 2022).
User Engagement
With so many streaming choices, viewers prioritize content over platform loyalty. The majority of consumers (60%) feel that what they’re paying for isn’t relevant, driving them to chase desired content across multiple subscription platforms (Accenture, 2022).
User Engagement
With so many streaming choices, viewers prioritize content over platform loyalty. The majority of consumers (60%) feel that what they’re paying for isn’t relevant, driving them to chase desired content across multiple subscription platforms (Accenture, 2022).
User Engagement
With so many streaming choices, viewers prioritize content over platform loyalty. The majority of consumers (60%) feel that what they’re paying for isn’t relevant, driving them to chase desired content across multiple subscription platforms (Accenture, 2022).
Social Engagement
With so many streaming choices, viewers prioritize content over platform loyalty. The majority of consumers (60%) feel that what they’re paying for isn’t relevant, driving them to chase desired content across multiple subscription platforms (Accenture, 2022).
Social Engagement
With so many streaming choices, viewers prioritize content over platform loyalty. The majority of consumers (60%) feel that what they’re paying for isn’t relevant, driving them to chase desired content across multiple subscription platforms (Accenture, 2022).
Social Engagement
With so many streaming choices, viewers prioritize content over platform loyalty. The majority of consumers (60%) feel that what they’re paying for isn’t relevant, driving them to chase desired content across multiple subscription platforms (Accenture, 2022).
Feature Prioritization
I prioritized features using the MoSCoW method, evaluating each feature based on anticipated user impact, feasibility, alignment with Netflix's value proposition, and the potential address user pain points such as decision fatigue.
Feature Prioritization
I prioritized features using the MoSCoW method, evaluating each feature based on anticipated user impact, feasibility, alignment with Netflix's value proposition, and the potential address user pain points such as decision fatigue.
Feature Prioritization
I prioritized features using the MoSCoW method, evaluating each feature based on anticipated user impact, feasibility, alignment with Netflix's value proposition, and the potential address user pain points such as decision fatigue.
Ideation
Visualizing ideas through sketches.
I started by exploring various ways to incorporate the must-have and should-have features into the Netflix experience.
Ideation
Visualizing ideas through sketches.
I started by exploring various ways to incorporate the must-have and should-have features into the Netflix experience.
Ideation
Visualizing ideas through sketches.
I started by exploring various ways to incorporate the must-have and should-have features into the Netflix experience.
Personalized Homepage - Inspired by social media "for you" pages, I envisioned a homepage with context-based recommendations.
Personalized Homepage - Inspired by social media "for you" pages, I envisioned a homepage with context-based recommendations.
Personalized Homepage - Inspired by social media "for you" pages, I envisioned a homepage with context-based recommendations.
Interactive Viewing - Creating more ways for users to engage with traditional content such as actor bios, trivia, and AI-insights.
Interactive Viewing - Creating more ways for users to engage with traditional content such as actor bios, trivia, and AI-insights.
Interactive Viewing - Creating more ways for users to engage with traditional content such as actor bios, trivia, and AI-insights.
Solution
Introducing Netflix Lens.
To create a more frictionless and engaging streaming experience, Netflix Lens introduces five new AI-powered features: StreamSense, Just for You, Catch-Up, Scene Spotlight, and Ending Explained.
Solution
Introducing Netflix Lens.
To create a more frictionless and engaging streaming experience, Netflix Lens introduces five new AI-powered features: StreamSense, Just for You, Catch-Up, Scene Spotlight, and Ending Explained.
Solution
Introducing Netflix Lens.
To create a more frictionless and engaging streaming experience, Netflix Lens introduces five new AI-powered features: StreamSense, Just for You, Catch-Up, Scene Spotlight, and Ending Explained.
Keeping the User in Control
Prioritizing user trust, Netflix Lens ensures that viewers stay in control of their experience, deciding when to engage with the AI features, This empowers users with flexibility, transparency, and choice, reinforcing trust and transparency in the feature's use of AI.
Keeping the User in Control
Prioritizing user trust, Netflix Lens ensures that viewers stay in control of their experience, deciding when to engage with the AI features, This empowers users with flexibility, transparency, and choice, reinforcing trust and transparency in the feature's use of AI.
Keeping the User in Control
Prioritizing user trust, Netflix Lens ensures that viewers stay in control of their experience, deciding when to engage with the AI features, This empowers users with flexibility, transparency, and choice, reinforcing trust and transparency in the feature's use of AI.
StreamSense
Delivers hyper-personalized and contextually relevant recommendations based on viewing habits, mood, location, time of day, audience, and more.
StreamSense
Delivers hyper-personalized and contextually relevant recommendations based on viewing habits, mood, location, time of day, audience, and more.
StreamSense
Delivers hyper-personalized and contextually relevant recommendations based on viewing habits, mood, location, time of day, audience, and more.
Just for You
Helps undecided viewers instantly start streaming by providing tailored content with one click or a quick preference quiz.
Just for You
Helps undecided viewers instantly start streaming by providing tailored content with one click or a quick preference quiz.
Just for You
Helps undecided viewers instantly start streaming by providing tailored content with one click or a quick preference quiz.
Catch-Up
Provides AI-generated recaps of a show or movie tailored to where the user left off and the elapsed time for a relevant and personalized recap.
Catch-Up
Provides AI-generated recaps of a show or movie tailored to where the user left off and the elapsed time for a relevant and personalized recap.
Catch-Up
Provides AI-generated recaps of a show or movie tailored to where the user left off and the elapsed time for a relevant and personalized recap.
Scene Spotlight
Enhances engagement from scene to scene with real-time actor identification, scene breakdowns and insights, and interactive trivia.
Scene Spotlight
Enhances engagement from scene to scene with real-time actor identification, scene breakdowns and insights, and interactive trivia.
Scene Spotlight
Enhances engagement from scene to scene with real-time actor identification, scene breakdowns and insights, and interactive trivia.
Ending Explained
Clarifies complex or ambiguous endings with AI-generated summaries, reducing the need to search externally for explanations.
Ending Explained
Clarifies complex or ambiguous endings with AI-generated summaries, reducing the need to search externally for explanations.
Ending Explained
Clarifies complex or ambiguous endings with AI-generated summaries, reducing the need to search externally for explanations.
Pricing
Tiered access approach.
By aligning Lens features with pricing tiers, Netflix can offer baseline AI-driven recommendations to all users while reserving advanced personalization and exclusive tools for higher-tier subscribers. This approach balances accessibility with differentiation, encouraging users to move up the subscription ladder.
Pricing
Tiered access approach.
By aligning Lens features with pricing tiers, Netflix can offer baseline AI-driven recommendations to all users while reserving advanced personalization and exclusive tools for higher-tier subscribers. This approach balances accessibility with differentiation, encouraging users to move up the subscription ladder.
Pricing
Tiered access approach.
By aligning Lens features with pricing tiers, Netflix can offer baseline AI-driven recommendations to all users while reserving advanced personalization and exclusive tools for higher-tier subscribers. This approach balances accessibility with differentiation, encouraging users to move up the subscription ladder.
Promotional Strategies
Creating buzz for a smarter streaming experience.
Leveraging a diverse mix of distribution channels and marketing strategies aims to increase awareness, build excitement, and attract new subscribers.
Promotional Strategies
Creating buzz for a smarter streaming experience.
Leveraging a diverse mix of distribution channels and marketing strategies aims to increase awareness, build excitement, and attract new subscribers.
Promotional Strategies
Creating buzz for a smarter streaming experience.
Leveraging a diverse mix of distribution channels and marketing strategies aims to increase awareness, build excitement, and attract new subscribers.
Digital Marketing — Social media ads and influencer campaigns targeted at tech-savvy viewers.
Digital Marketing — Social media ads and influencer campaigns targeted at tech-savvy viewers.
Digital Marketing — Social media ads and influencer campaigns targeted at tech-savvy viewers.
Traditional Marketing — Billboards, print ads, and offline media to reach broader audiences.
Traditional Marketing — Billboards, print ads, and offline media to reach broader audiences.
Traditional Marketing — Billboards, print ads, and offline media to reach broader audiences.
Launch Events — Interactive virtual and in-person showcases to generate buzz.
Launch Events — Interactive virtual and in-person showcases to generate buzz.
Launch Events — Interactive virtual and in-person showcases to generate buzz.
Partnerships — Collaborations with smart TV makers and telecom providers to expand reach.
Partnerships — Collaborations with smart TV makers and telecom providers to expand reach.
Partnerships — Collaborations with smart TV makers and telecom providers to expand reach.
Reflections
Behind the recommendations.
Reflecting on this project, I recognize the importance of stepping back and considering both successes and missed opportunities as a vital part of growing as a designer and improving future work.
Reflections
Behind the recommendations.
Reflecting on this project, I recognize the importance of stepping back and considering both successes and missed opportunities as a vital part of growing as a designer and improving future work.
Reflections
Behind the recommendations.
Reflecting on this project, I recognize the importance of stepping back and considering both successes and missed opportunities as a vital part of growing as a designer and improving future work.
Empathizing with Viewers — My initial ideas for Netflix Lens came from my own experiences and discussions with friends, but to truly understand how people engage with streaming features, I'd like to conduct deeper user research and talk directly to Netflix users.
Empathizing with Viewers — My initial ideas for Netflix Lens came from my own experiences and discussions with friends, but to truly understand how people engage with streaming features, I'd like to conduct deeper user research and talk directly to Netflix users.
Empathizing with Viewers — My initial ideas for Netflix Lens came from my own experiences and discussions with friends, but to truly understand how people engage with streaming features, I'd like to conduct deeper user research and talk directly to Netflix users.
Next Steps — I'd like to conduct user interviews and usability testing to better understand how viewers interact with these features. I’d do additional design iterations to refine Netflix Lens based on user feedback.
Next Steps — I'd like to conduct user interviews and usability testing to better understand how viewers interact with these features. I’d do additional design iterations to refine Netflix Lens based on user feedback.
Next Steps — I'd like to conduct user interviews and usability testing to better understand how viewers interact with these features. I’d do additional design iterations to refine Netflix Lens based on user feedback.
Balancing Business and Design — This project reinforced the importance of balancing user needs with strategic business priorities, ensuring that features both address user needs and align with key business objectives.
Balancing Business and Design — This project reinforced the importance of balancing user needs with strategic business priorities, ensuring that features both address user needs and align with key business objectives.
Balancing Business and Design — This project reinforced the importance of balancing user needs with strategic business priorities, ensuring that features both address user needs and align with key business objectives.
