Services such as Netflix, Spotify are already focused on a more user-friendly interface. And in the near future will be even more personalized.
What does Netflix already know about us, thanks to the user experience?
A study conducted by professor and author Barry Schwarz at Swarthmore College showed that too many options can lead to stress, anxiety and discontent. This is the most important factor on which the UX and UI of the user’s streaming journey on the Netflix content is built.
Psychologist Barry Schwartz is trying to expose the almost sacred sociocultural principle of Western societies freedom of choice. According to his estimates, it is diversity that paralyzes our will and does not freer, but more miserable.
Users spend less time on the choice and more time on the pleasure of seeing relevant content.
The fact is that no one becomes happier with the maximum freedom of choice:
- 77% of users have difficulty choosing a movie for viewing.
- 75% of users want a more personalized interface
- 71% want to see what their friends are watching
- 63% trust the recommendations of their friends about movies.
It seems to me that Netflix successfully copes with this task: users spend less time on the choice and more time on the pleasure of seeing relevant content.
Thanks to a game with parameters such as time, day of the week, location, device, etc., Netflix can recommend something the user wants to see before he even finds out that he wants to see it. And most likely in the near future, Netflix will work on the principle of Facebook, will recommend you content with which you are more likely to interact.
By the way, Netflix shares rose 33.4% in 2018 (MarketWatch)
Denys Sergushkin | Visual Designer
About Me Ideas exchanged generate constant inspiration. I'm a Ukraine based Multidisciplinary Visual Designer…