Interactive Games designed for Netflix to engage users beyond streaming VOD content, and to attract new audiences
Responsiblities: UX / UI Design Process
Client: Passion Project
Industry: Entertainment / Video On-Demand
Platform: TV
Tools: Figma / Miro / Adobe Creative suite / Google Docs
Summary
Create and develop an interactive gaming experience on TV for Netflix, to keep users engaged beyond streaming OTT content. This experience should differentiate Netflix from competitors whilst providing a simple and intuitive gaming experience.
MARKET RESEARCH
Why add Gaming to the platform?
Netflix is the number one OTT streaming platform worldwide with audiences in its core regions (EMEA) of over 76 million. Over 95% of their audience also play online games, with an equal split between males and females. Adding games to TV could provide the following benefits:
New product offering in addition to entertainment
Competitive edge
Attract new audience / benefit existing audience
Capitalise on gaming audience which is huge worldwide
Possibility of Netflix original games
source: https://www.mintel.com/2022/gaming-report-worlwide/
CONTEXTUAL INQUIRIES
Design Interoperability
To understand how games should be designed for TV, the following research was undertaken:
Design interoperability: How a TV remote is used in conjunction with the User Interface on the TV
This revealed that TV remote controls have a D-pad function which allows the user to perform five functions. Left, Right, Up, Down, Select. In addition, remotes also have a Back button. (See diagram on left)
Key Findings: Design Interoperability
When designing games for TV the five D-pad functions and the back function will work as primary controls. This directly relates to Hicks Law in UX; using these buttons will reduce complexity and time in decision making due to their proximity to each other, and can be operated with a single finger input, which is essential as the user will primarily be looking at the screen and using touch to govern motions on-screen.
EMPATHY MAPS
What users Say, Think, Does, Feels?
After understanding how the design interoperability would function the next step was to create empathy maps based on users who currently play games online. Five users from ages 16-45yrs were chosen for this purpose. The objective for this mapping was to:
Create an understanding of user needs, and provide insights into users as a whole
Discover gaps in current knowledge and the research needed to address it
Uncover user needs that the user themselves may not even be aware of
Understand what drives users’ behaviors
Provide a guide towards creating innovative solutions
The empathy maps were aggregated to represent a user segment rather then focusing on one particular user.
Key findings: Empathy Maps
Gains
Enjoyment and entertainment from playing the game
Feeling of accomplishment and satisfaction when progressing through the game
Building skills and abilities to overcome challenges and improve gameplay
Forming connections and friendships with other players
Pains
Frustration and annoyance when facing difficult challenges or obstacles
Disappointment when goals are not achieved or rewards are not received
Time constraints and lack of availability to play the game
Toxic or negative behavior from other players that can ruin the experience
Technical issues or glitches that interrupt gameplay or progress
USER STORIES
Turning user needs into Features
The empathy map paved the way for creating key features using the user story method. Each post-it on the empathy map was mapped to a user story including acceptance criteria, and then ranked in a prioritisation matrix.
The matrix defined features mandatory for the MVP release,those which could be released in a future iteration, and those that were not viable. This process helped build the fundamentals of the product.
For an MVP release of the games the Must Have features will be prioritised with the Nice to have and Can be done features considered for future releases.
Key Findings: User Story Themes
Game selection: Users want to easily browse and select games and to filter games by genre or popularity
Performance: Users expect the games to be visually and audibly appealing, with minimal lag or latency
Customization: Users want to customize their gaming experience, such as adjusting graphics and adding avatars
Social features: Users want to be able to connect with friends and other gamers through multiplayer modes
Streaming quality: Users expect high-quality streaming, with minimal buffering or pixelation.
Integration with other platforms: Users may want to be able to switch between playing games on the streaming service and on other platforms, such as their console or mobile phone
Ease of use: Users want the streaming service to be easy to use, with intuitive navigation and clear instructions
FUNCTIONAL CONCEPT SKETCHES
Defining Components , Visuals and Sound
Based on the key findings of the user stories, a number of concept screens for puzzles were created to understand visual appeal and usability. The design of the screens needed to serve two main objectives:
To incorporate the Must-Have features based on the user stories so that the product meets user expectations
To adhere to UX principles based on Heuristics to decrease cognitive overload, whilst also providing an enjoyable experience
The design of the screens were taken from four main selection components widely used in gaming. They inlcude:
D-Pad selection - this designs mirrors the D-pad on the remote. Users select up/down/right/left. Bottom placement allows for visuals above
Quad selection: this design also uses up/down/right/left and allows for visuals above
Up-Down selection: this design only uses up/down; due to the design it is placed centrally on-screen and limits visuals
Right/Left selection: this design only uses right/left; due to the bottom placement visuals can be placed above
For creating initial wireframes the 2- Up/Down selection was omitted as visuals were constricted in this design.
USABILITY TESTING
Understanding Performance and Design
A prototype using low fidelity wireframes was given to five participants which were selected based on their profiles matching the profiles of the current Netflix population:User 1: Female, 28 years old, works in marketing/User 2: Male, 42 years old, works in finance/User 3: Female, 19 years old, student/User 4: Male, 35 years old, software engineer/User 5: Female, 50 years old, retired. The test objective was as follows:
To evaluate the usability of the Trivia game, including ease of use, navigation, and engagement
Test Methodology: The participants were asked to perform the following tasks:
Select a profile picture
Browse categories and select a Trivia game
Answer 5 questions in the chosen category
Navigate to the leaderboard to see their ranking
Exit the Trivia game
Key Findings
Navigation: Users were able to navigate the platform with ease, from profile selection, browsing and selecting games
Input Method: Some users found the input method on the remote hard in the first instance
Solution: This may be attitudinal in which case prolonged play will make selection easier. Alternatives for input methods in the future could include voice recognition or mobile app-based input
Feedback and Rewards: Some users said that whilst they understood the ranking on the leaderboard they found it dull
Solution: Provide badges or visual rewards when completing games so users are not just presented with text
Final Designs
Once the user testing changes had been made a style guide was formed using the Netflix colour scheme. For the featured game: Stranger things the style of the game is based on 80's neon which the series of the same name incorporated.
Prototype
The below prototype shows how the graphics and the interactions on the game appear to the user as they play the game.
Next steps and iterations
The first iteration of the game includes essential must have features developed in the user stories to allow for game play. Further iterations of the app would feature:
Timer for game play
Surprise content when unlocking certain skill levels
Audible feedback when playing the game
Reflections
I learned
The basics for providing a gaming experience follow the same fundamental rules of UX. Namely, a requirement for a deep understanding of user needs, an engaging user interface, thoughtful game mechanics, and a compelling narrative that keeps players motivated and engaged.
I would change
Whilst this was the first iteration of the selected game, I would seek to add a further immersive experience to the game by using audible feedback and the prospect of Virtual Reality for future iterations.