Design Thinking at Netflix

Design thinking is a creative problem solving approach that empowers

businesses to create products and services with outstanding user experience.
Netflix has been using design thinking in their product development process to
provide an unforgettable experience to their customers.

Bc by Bhavya charitha
Empathize: Understanding
Customers' Needs and Pain Points
Catering to Different
Demographics
By conducting extensive
research and studies, Netflix
creates unique user journeys
for different segments of
customers, always putting
themselves in their viewers'
shoes.
Understanding User
Behaviour
Netflix collects extensive data
on users' behaviour to
comprehend what drives them
to consume content and how
they interact with the
platform.
User Feedback and
Insights
Through customer feedback
loops, surveys, and A/B
testing, Netflix gathers
valuable insights into users'
needs and expectations.
Define: Framing the Problem
1 Identifying the Right 2 Defining the Ideal
Problem to Solve Outcome

Netflix evaluates customer The team defines the goals

pain points, behaviour data, behind potential solutions to
and feedback to focus on the ensure the outcome is aimed
right challenges for their team at meeting the needs of the
to solve. users.

3 Creating User Personas

Netflix creates user personas to capture the user group's needs and create
a shared vision among the team.
Ideate: Brainstorming Solutions
Cross-Functional Encouraging Wild Making Use of
Teams Ideas Inspiration

By gathering team Netflix encourages their As a company that puts

members with different team to be bold with such value in content,
skills and perspectives, brainstorming sessions, utilizing inspiration from
Netflix promotes even if the ideas seem outside sources is given
creativity and fresh unrealistic on the surface. importance when ideating
perspectives to find solutions.
solutions.
Prototype: Building Initial Versions

1 Paper Prototyping

Netflix starts by creating pen-and-paper prototypes of their ideas to quickly test and
iterate many variations.

2 Wireframes and Mockups

Netflix creates wireframes and mockups of their outlined solutions for a better
illustration of their ideas, and for data collection purposes.

3 Live Tests and Demos

Netflix creates clickable demos that are tested with actual users to validate the
approach and improve the user experience further.
Test: Validation with Users
Observing Real-World
Behaviour
Netflix tests their ideas with
actual users in real-world
scenarios to get feedback and
catch any unforseen issues.
Cross-Platform
Validation
Validation of user experience
happens across various
devices due to the
multiplatform nature of
Netflix.
Iterating with Feedback
Netflix prioritizes user
feedback and data finding
issues, which are then
addressed in the next
iterations.
Iterating Design: The Never-Ending
Process
Celebrating the
Big Wins
Netflix takes note of the
successes and finds out what
users loved about certain
features so that they
continue to build up on
those experiences.
Prioritizing User
Data
Data is key, which means
that Netflix encourages its
employees to always look at
the user data before making
any design decisions.
Iterating
Continuously
After launching a feature,
Netflix monitors its data and
continuously iterates to
improve the flow and
experience of the feature.
Conclusion: Design Thinking with
Netflix
Iterate
Prototype
Addressing user
Define
Building several problems,
Framing the models or versions continuously
problem and of the solution and refining features,
requirements to testing with real and prioritizing user
meet the needs of users. data in all decisions.
the users.

1 2 3 4 5 6

Empathize Ideate Test

Understanding the Thinking up Validating with

users' needs, goals, numerous potential users, learning from
pain points and solutions, picking feedback, and
demands. the best one for the refining product
users' needs. experience.