UX Talk: why is everyone developing a Netflix addiction?
Ever since I found out Netflix, I don’t remember going back to any other video streaming platform. Netflix has become one of my favorite apps and is a kind of guilty pleasure of mine. Whenever I need a break at home or go to the gym, I watch Netflix. Netflix’s design has made it so much easier to find videos that I like and watch it anywhere I want.
And there are so many other loyal customers just like me. But why? Today, we are going to explore how the usability and accessibility of the software support Netflix to become one of the largest video streaming company.
What is usability?
Usability is one of the deal-breakers for users to decide whether they want to stay on the site or not. If the site simply does not work or takes a long time, people will not continue to use it. Simple as that!
So let’s take a closer look at Netflix’s usability. We are going to review the site by analyzing the five usability heuristics: learnability, efficiency, memorability, errors, and satisfaction.
Learnability
how easy it is to learn to use the product?
Netflix’s homepage displays the features in expectations and follows a similar format that any video streaming platforms have. The whole site is consistent with labeling and actions, providing the users with a seamless flow without trying to understand the functions of each feature. With great site learnability, the users can use the site without any struggling. These are a few of the examples:
- A quick search on the search bar with suggestions.
- When the users hover on a video, it will automatically play preview and show introduction.
- Using the universal design of play, pause, and mute video buttons.
- Showing a loading sign when the site is loading the video.
Efficiency
How quick and easy it is for the users to use the product?
Netflix is designed for users to watch videos easily. The users can search for anything on the search bar and find the results. Even if it doesn’t have what the users want, it will show you the suggestions that are related to the search title. The video searching process is very convenient and designed to find videos that fit the users’ interests.
Netflix is also very brilliant at creating shortcuts for desktop users. While playing the video on the desktop, the users can use the following shortcuts to put in commands.
- Space — Toggle Play/Pause
- Enter — Toggle Play/Pause
- F — Full-screen
- Esc — Exit full-screen
- Left arrow — Rewind 10 seconds
- Right arrow — Fast Forward 10 seconds
- Up arrow — Volume Up
- Down arrow — Volume Down
- M — Mute toggle
Also, Netflix created a simple app design for mobile and tablet users. The app is specially designed for mobile. It eliminates unnecessary elements to let users quickly navigate on a smaller screen.
Memorability
How easy it is for the users to reestablish proficiency after a period of not using it?
As the saying goes “the best design is invisible.” Most of the users probably do not remember the exact steps to play a video, but it is because the app is simply very easy to use and does not require users to remember the steps to finish a task.
Have you ever watched a TV series and couldn’t remember where you stopped exactly? Netflix tells you where you left and allows you to watch from there with just a click.
Have you ever waited for your favorite show to release and forget when it does? Netflix will send you a notification to remind you your favorite show is released.
In all, Netflix’s design thoughtfully built for relaxation and entertainment. Its design allows users to use as little brain functions as possible.
Errors
How easy is it for the users to recover from the errors?
Netflix rarely runs into any errors, but when it does. These errors can be caused by a network connectivity issue, an issue with your device, or Netflix internal errors. Netflix will communicate its issue to users by showing an error code and suggestions of the solutions. If the users still experiencing errors, they can type in their error codes in the help center to seek alternative solutions.
Satisfaction
How pleasant is it to use the product?
With the support of the great user experience design, Netflix has gradually gained a huge customer base. The level of customer satisfaction is proved by the increasing number of subscribers years over years.
Based on the latest earnings report, Netflix has recorded 9.6 million new subscribers in the first quarter of 2019. In total, Netflix has 148.8 million subscribers globally, 60.2 million of whom are from the US. In addition to that, Netflix scored the highest rate of all the video streaming service, resulting in a 79 point on the American Customer Satisfaction Index.
All these stats showcase how customers are satisfied with the product and willing to recommend to their friends and family.
Now, let’s take a look at the accessibility!
We have to make sure the product that can be used by a wide range of people, including individuals who have visual, motor, auditory, speech, or cognitive disabilities.
Netflix is still developing its design to benefit all kinds of disability users. Most of the videos on Netflix has an optional narration that describes what is happening on-screen, including physical actions, facial expressions, costumes, settings, and scene changes. This allows deaf or hearing loss users to still be able to enjoy the shows.
Netflix covers a wide range of topics including autism, stroke victims, cerebral palsy, physical disabilities and blindness. They include videos that involve controversial issues such as LGBTQ, gender equality and gun control.
However, there is still improvement room for their design. Currently, its design might be difficult to use for blind users. There is no easy way for them to navigate the site.
Netflix is dedicated to provide a great user experience. As the company is still growing rapidly, there is so much more we can expect in the upcoming years!
