How Netflix used
big data to design
a better user experience
Not many of us do, since Netflix has completely revolutionized the way we watch TV and movies. Created in 1997, Netflix quickly became a digital big data giant, making a serious impact on conventional models by 2004. By 2010, companies like Blockbuster, who couldn’t keep up with its innovative use of big data to provide exceptional user experience, were out of business.
Netflix has succeeded in creating a new way to watch TV in a digital era. It has expanded its presence worldwide and is now the top online television network globally, available in almost every country in the world.
What began in response to founder Reed Hasting’s $40 late fee at Blockbuster has been evolving to give consumers what they want since the beginning. Netflix is one of the leaders in using big data to personalize content. It is designed to offer subscribers a unique experience—to give users exactly what they want.
Source: Netflix
Recognizing the important role data plays in increasing engagement,
the platform implemented recommendation engines to constantly update users’ preferred choices and generate original content based on consumer preferences.
Most online activity is driven by recommendations, generating loyalty and engagement.
You’re shown your top picks, trending movies, and a percentage of affinity for each piece of content; and original TV shows like House of Cards are created based on data that shows they’ll be successful.
Membership packages and the ways members can watch have also been innovatively designed. Users can create accounts with several members allowing each of them to filter their content and have their own experience.
And Netflix offers flexibility to watch content whenever and wherever you want; it is adapted to be viewed on any device, including TV, computers, and mobile.
Netflix has been disruptive and has shot to the top of the industry by focusing on consumer experience and using big data and testing to drive its design.
What is Digital
Product Design?
Digital product designers work with technology companies to create software that provides the best user experience possible.
They integrate elements like typography and graphics with complex technology to design accessible and effective digital products, such as apps and websites.
They also use big data to engage customers and add value to their experience.
Digital product design is iterative, meaning concepts are continuously tested and reformulated until they meet the last design criteria.
What kinds of skills
does it require?
Digital product design is a relatively new field, combining various areas of expertise and processes. These include…
Bussiness strategy
Product definition
Interaction design
System design
Testing
Market research
U.I. Design
Visual design
Prototyping
Production
Design matters
Digital product design is often difficult to define due to its enormous scope. In fact, Netflix’s solution to their design dilemma proves exactly how complex it can be.
Successful digital product design requires cross-disciplinary communication and innovative thinking. When applied correctly, it can completely revolutionize user experiences while simultaneously improving internal operations. It’s more than just the process of creating an app or a website; it’s the dynamic search for creative solutions and continuous improvement.
By developing their own visual language, Airbnb was able to create a more cohesive, engaging, and innovative digital product—demonstrating that design really does make all the difference.