The problem
We've all spent too long scrolling through Netflix, only to give up and rewatch something familiar. This is the paradox of choice in action—having so many options should make finding something to watch easier, but instead leads to decision paralysis. Research shows users spend 48 minutes per week just deciding what to watch—that's 112 days across an adult lifetime spent choosing content.
The solution
Netflix Connect is a social discovery feature that enables users to share and receive recommendations and view friend activity directly within Netflix. By integrating the recommendation system users already trust most—their social networks—the feature replaces generic algorithmic suggestions with social proof from people who know their taste best.
THE 5-MINUTE VERSION
DISCOVERING THE WHO, WHAT, WHY
Understanding the bigger picture (literally)
I started by analyzing major streaming platforms—focusing mainly on their content curation and presentation.
Netflix
👍
Vast content library with constant updates, providing variety across genres and formats
👎
Algorithm suggestions can feel inconsistent, repetitive and random
Prime Video
👍
Extensive content library with regular updates, providing diverse content
👎
Interface cluttered by mixing paid and free content, making navigation and discovery confusing
Disney+ & Apple TV+
👍
More focused content libraries with higher-quality, consistent content
👎
Limited content breadth and slower rollout schedules restrict variety and discovery options
THE OPPORTUNITY
While each platform faces unique challenges, the universal struggle with content discovery reveals a significant gap in the market waiting to be addressed.
Interestingly, the most successful discovery patterns came from indirect competitors like YouTube and Spotify, both of which offered strong personalization algorithms and social discovery features.
Behind the scenes of user behaviour
With the context from the secondary research, I interviewed 6 regular users of Netflix and other streaming platforms. The research revealed two distinct user behaviours when it comes to finding something to watch:
Sometimes, browsing on Netflix itself did lead to finding content, but it was often inefficient unreliable, especially compared to social recommendations from people who either knew user tastes and preferences or were similar to them.
WHAT I DISCOVERED
DEFINING THE PROBLEM
Zooming in on the problem
These findings shaped my understanding of the core user I was designing for—individuals caught between wanting great content and lacking efficient ways to find it.
People can give you a better overview of the show or movie than the synopsis on Netflix which is just one or two lines.
Social
Curious
Tech-savvy
Efficient
Decisive
Uses social media and review sites to find recommendations.
why does it take me so long to find something to watch?
Overwhelmed by too much choice on streaming platforms
Craves efficiency + personalisation in discovery
DEFINING THE PROBLEM
IDEATING THE SOLUTION
Buffering through ideas
When I first started ideating, the truth is I had no idea what to build. There were so many different directions that I could take, and I couldn't pick just one. Eventually, I decided to sketch out my top 4 viable options and present them at a group critique session, hoping to get some feedback.
1.
Enhanced filtering system
Advanced search filters by specific parameters like duration, director, and actor
… but this requires users to have very specific preferences when choosing
1.
Mood-based discovery quiz
A guided questionnaire to recommend content based on current mood and preferences
… but this requires significant upfront effort, especially if doing this regularly
3.
Viewer archetypes
Categorise users based on viewing patterns to show recommendations from similar viewers
… but this isn't that dissimilar to current algorithms which don't work
4.
Social integration
Enable friend recommendations and activity sharing directly on the platform
… this aligns with how users naturally discover content they enjoy
Social features worked because they matched how users naturally discovered great content: through trusted recommendations from people who understood their taste.
THE IDEATING PROCESS
The making of Netflix Connect
I started with three core features that seemed obvious for a social discovery feature. But a few points came up during the concept testing that suggested these needed further consideration to actually work.
Adding friends
Simplicity in action
Adding contacts needed to be simple, accessible, and possible to do in several different ways.
Viewing friend activity
Quality thresholds
Friend activity needed to reflect genuine engagement with a title.
Protecting privacy
Privacy controls needed to be accessible and comprehensive.
Sharing suggestions
Easy integration
Recommending action needed to be integrated effortlessly into their current journey.
With these refined features in mind, I designed key user flows to ensure the social elements felt seamless within Netflix's existing experience.
THE IDEATING PROCESS
DESIGNING THE EXPERIENCE
Becoming part of the production
I started by closely observing Netflix's existing patterns—how they introduce new features, as well as their patterns for onboarding, navigation, and visual hierarchy. I sketched social features based on these established patterns, ensuring new elements would feel familiar.
1.
Home page
New feature introduced subtly in navigation bar
2.
Add friends page
Multiple ways of adding friends provided
3.
New categories
New categories presented in same format as existing categories
4.
Title description page
Friend viewing activity and recommend title action added to existing touchpoints
5.
Title end screen
Recommendation prompt provided at the end of a title - similar to current like/dislike feature
6.
Recommendation modal
Simple one-click recommendation system - similar format as adding friends
DECISIONS AROUND DESIGN
TESTING AND ITERATING
Making the final cut
I conducted an unmoderated usability test via Maze with 11 regular Netflix users. The research revealed genuine enthusiasm for this as a Netflix feature.
However, a few tweaks were needed to make users feel confident in using these new features.
1.
Users hit a dead end when trying to recommend content—if they had no friends added or wanted to share with someone they weren't connected with, the flow didn't guide them on what to do next.
A
B
A
Added a clear pathway for users with no connections, prompting them to "Start Connecting" before they can share recommendations.
B
When searching for someone not in their network, users are directed towards the "Start Connecting" page to add them as a friend
2.
Users wanted granular privacy control over specific content they were watching; however, these privacy settings were buried in menus, and users would have to navigate away from their current screen to access these.
A
B
A
Added a clear pathway for users with no connections, prompting them to "Start Connecting" before they can share recommendations.
B
When searching for someone not in their network, users are directed towards the "Start Connecting" page to add them as a friend
3.
For privacy reasons, users wanted the option to completely opt out of social features. Originally, they could only do this individually in the settings.
A
B
A
Introduced master toggle on the main Netflix Connect modal that disables all social features. Provides easy access instead of having to do this manually in settings
B
When turned off—users can't find or be found by others, and can't share or see friend activity until they choose to re-enable Netflix Connect
4.
Users wanted assurance that shown content reflected genuine engagement, not abandoned or incomplete viewing.
A
B
A
Added a hover tooltip for the "Your Connections Think You Would Like" category that provides transparency about the source of recommendations.
B
Introduced clear criteria messaging for the "Popular Amongst Your Connections" category, so users understand recommendations come from substantial friend engagement rather than casual viewing.
WHAT TESTING SAID
REFLECTING ON THE PROCESS
Filling in the plot holes
Netflix Connect doesn't just solve the problem of content discovery, it transforms how users relate to and engage with the platform.
1.
Taps into existing behaviours that users are already familiar with
2.
Transforms content discovery into a trusted and efficient process
3.
Creates a foundation for future engagement through added features
That's a wrap
This project gave me some really interesting insights about design. Here are three key things that stuck with me:
The ideation process is never straightforward
Design constraints can act as creative catalysts
Users may already have the answers to a problem
As one of my first major projects, I didn't fully understand the power of components and variants in Figma, which could have made the design process significantly more efficient and consistent. I also chose unmoderated testing for this study, but in hindsight, moderated sessions may have been better suited for such a radical feature addition. Some participants got fixated on how to use the testing platform rather than focusing on the design itself, making it difficult to distinguish between genuine usability issues and platform confusion. Moderated testing could have allowed me to clarify confusion in real-time and gather more detailed insights about user reactions to this conceptual shift.
