After going through my interview transcripts and identifying behavior and need patterns, research was synthesized into a set of deliverables, to guide me in keeping the users as a priority in the design process.
In order to understand my key users better, I created a persona, empathy map, and user journey map.
I created the persona
, Jen, using my research, namely that from the 1:1 interviews. She represents the large portion of Netflix’s user base who are subscribed to a few different video streaming services, who sees watching films and shows as a time to enjoy and relax, and as something to talk about with friends as well.
To further explore relationships and develop the persona that emerged from the data I’d gathered and mapped, I created an empathy map
made up of observations and statements from my user interviews and diving deeper into Fred's mindset. This helped me further understand the emotional state of the user.
These deliverables served as a continuous reminder of the characteristics of the kind of people who use Netflix throughout the design process and made it especially helpful for designing with a "real user" in mind.
Now that I had a better understanding of Netflix users and really honed in on the specific pain points, it was time to focus on creating solutions. From my insights and needs, I rephrased these into a point of view (POV) statement and reframed each these as a “how might we?” (HMW) question, in order to start working towards solution-focused designs.
I then used these HMW questions to begin brainstorming solutions. I did this by writing down each of the HMW questions, spending 2 minutes writing solutions for each, coming up with a feature roadmap and landed on several features that would solve the narration and concentration challenges: