Redesign of the Netflix Non-Member Home Page.

The Netflix Non-Member home page is the home page that non-members visit when they want to learn more about Netflix and sign up for Netflix.

The purpose of the Non-Member Home page is to ultimately influence non-members to choose a plan and sign up for Netflix.

The Prompt

Design a NMHP experience for Netflix that solves a real need in a person’s life.

Business Goals

•Express key features of Netflix

•Allow customers to enter into a sales funnel (email)

•Communicate about content and value of service

•Allow non-members to become members (sign-up)

Problems with the current NMHP

• Repetition of devices in every section

• The whole page has only 2 CTAs (sign-up buttons) at the top and bottom of the page

• The page doesn’t contain enough Netflix content, categories, etc. to communicate to users the value of content and offerings

Method of Research

I conducted qualitative user research through user interviews with 6 people over Zoom.

The age range for my research participants was 18-25 because this was the age group of people I had access to interview in a short period of time.

In the future, I would like to interview an older age group to add more inclusivity to the project.

Research Goal

• Discover how users make purchase decisions when it comes to buying a movie/show or subscribing to a streaming service.

• I wanted to see what users' motivators were in the process of finding shows to watch and finding the services to watch them on.

Ways people find shows to watch

• Google search. E.g., “what are the best movies of 2021”

• Movies and shows that their favorite actors have starred in

• Social media memes about movies/shows

• Asks their friends for recommendations on what to watch

Things that motivate users to subscribe to a streaming service

• Variety of shows

• No ads

• Access to shows other platforms don’t have

• Continuously adding new content

“I choose movies and shows to watch based on the cast.”

— User Interview participant

“I’ll create an account to a streaming service if I have a connection and relation with their shows”

— User Interview participant

• Interesting insight: Communicating that Netflix is a multi-device service. (Express key features of Netflix: #1 Business Goal)

• Visuals of Netflix Netflix content on the devices.

• Bullet points to make it easy for users to read and scan through.

In my research, I found that users use different mobile devices like their phones, laptops, and tablets to stream. I also found that many users liked watching movies and shows on TV.

I believed that highlighting the devices in the second section of the page and using motivating content messaging will enable users to see how Netflix can transform their entertainment experiences.

• Interesting insight: Netflix’s diverse content: 30 languages, 190 countries.

• Wide catalog variety that users can find on Netflix.

• CTA to enable users to subscribe to Netflix from this point of the page.

My research showed that users do Google searches based on different genres and I wanted to showcase the wide variety of Genres Netflix has, to influence them to subscribe.

Netflix has a wide catalog variety of content streaming in 30 languages and 190 countries, and I wanted to celebrate that through this section of the page by listing the most popular streaming categories they have.

This section also communicates the value of the service of Netflix, and I also included a CTA to enable users to sign-up from this point in the experience.

• Interesting insight: Communicationg a key feature of Netflix that enables users to watch content offline

• Expressed key feature of Netflix

• Used a download animation to communicate how the download feature works

• Showed one of the devices that Netflix can be streamed on

Netflix currently has this section on their page, but I used bullet points to communicate the benefits of downloading shows to watch offline.

• Interesting insight: Netflix’s key value prop is No Ads.

• CTA for users to subscribe.

• Clip of Emily in Paris which is a current popular Netflix series.

• Displayed the clip on a laptop, which is one of the devices Netflix can be viewed on.

My research showed that users like to stream shows and movies without interruption, and the current NMHP doesn’t mention this. I thought adding this section would be a good way to further drive the value of the service.

I also implemented a CTA to enable users to subscribe from this point of the page.

• Top 3 popular streaming categories that users can watch on Netflix.

• Communicated about the content and value of Netflix to motivate users to subscribe.

From a marketing perspective, content is king.

I showcased more of Netflix’s content through their top 3 streaming categories because my research insights informed me that users would subscribe to streaming platforms that have a variety of content.

This section also highlights more of Netflix’s offerings and celebrates their wide catalog variety of content with famous cast members.

• Showcase Netflix content that is coming in 2022.

My research showed that users are motivated to subscribe to a streaming service that keeps adding more content.

This section will showcase Netflix content that is coming out in 2022 to motivate users to build anticipation for the content that’s coming to their screens soon.