Netflix Case Product Development Competition.pdf

Case Study Presentation

1. Building an AI Assistant to find the
PERFECT MOVIE
WIREFRAMES | Learn In Public Challenge - 3

2. Key Statistics Reed Hasthings Marc Randolph
Co-Founder - Netflix Co-Founder - Netflix
1997 1998 2000 2006 2007 2017 2021
Revenue in Billion USDBusiness Model Vision
6.3 M
100M
$250BValue Proposition
Competitors - OTT Streaming
Hotstar Jio Cinema Prime VideoSony Liv
Extensive Content Library: Vast and diverse
range of content, including movies, TV shows,
documentaries across multiple genres.
Convenience and Accessibility: On-demand
streaming services that allow subscribers to
watch content anytime, anywhere, on multiple
devices.
Personalized Viewing Experience:
Sophisticated algorithms and data analytics to
personalize content recommendations for each
user.
Subscription-Based Revenue:
Tiered Pricing Plans
Recurring Revenue
Licensing:
Original Content:
Global Reach and Scalability
International Expansion
Scalable Infrastructure
The Netflix vision statement is
“To entertain the world.”Netflix is a leading global streaming
service founded in 1997, offering a
vast library of movies, TV shows,
documentaries, and original content.
It revolutionized entertainment with
its subscription-based model and has
become a major player in the
entertainment industry. Netflix's
commitment to producing high-
quality, diverse content has helped it
grow its user base worldwide.
# Subscribers
269.6 M
Average Daily
Time Spent
3.2 Hrs
Countries
190
MAU
106 M
Revenue
$ 33.7 B
Content Size
5800 titles
Founded
Netflix.com is launched offering subscription-
based small-mail DVD rental
Blockbuster turns down
Netflix’s offer of acquisition
Netflix records 6.3 million subscribers
to its DVD rental services
Netflix launches direct streaming
platform with a catalog of 1000 movies
Netflix surpasses the 100 million
subscribers mark on its streaming platform
$250 Billion
Valuation

3. To unwind and relax by watching movies or TV
shows that suit his mood and interests.
To discover new content that he will enjoy without
spending too much time browsing.
GOALS
USER MOTIVATIONS
Dane is a busy professional
who often has long workdays.
He enjoys relaxing at home in
the evenings, especially with
a good movie or TV show. He
has been using Netflix for
several years and considers
himself somewhat tech-
savvy.
29 YEARS OLD
$85K - $139,999
Comfort
Convenience
Discovery
Overwhelmed by Choices: Dane often feels overwhelmed
by the vast selection of content on Netflix, making it difficult
to choose something quickly.
Indecision: He struggles with indecision, spending too much
time browsing without finding something he is excited about.
Recommendation Accuracy: Sometimes, he feels that
Netflix's recommendations don't always align with his tastes
or current mood.
FRUSTRATIONS
Tech-Savvy: Comfortable navigating
streaming platforms and using
technology in general.
Adventurous: Open to exploring new
genres and types of content.
Busy: Has limited free time and values
efficiency and convenience.
PERSONALITY
Genres: Enjoys a variety of genres including drama,
comedy, thrillers, and documentaries.
Activities: Besides watching Netflix, Dane likes
cooking, hiking, and attending local music events.
Social: Occasionally watches movies with friends
or family, but often prefers solo viewing as a way to
unwind.
INTERESTS
DANE SMITH
AUSTIN, TEXAS
MARKETINGJobs to be Done Framework
Single | Savvy | Impatient
WHEN I want to watch a movie on
Netflix to unwind after a long day,
BUT I am overwhelmed by the
vast selection and unsure of what
to choose,
HELP ME easily discover a movie
that matches my mood and
interests,
So THAT I can enjoy my evening
with a film that I will genuinely
appreciate.

4. User Survey:
62% of users report feeling overwhelmed
by the extensive content library.
58% of users indicate they spend too
much time browsing without finding
something they are excited to watch.
65% of users feel that the current
recommendations often do not match
their mood or preferences.
Introducing Netflix AI Assistant : FlixAI
Secondary Research:
56% of streaming service users prefer platforms that
offer highly personalized recommendations
(Streaming Service Consumer Trends Report 2023).
New features and services are emerging in the
streaming market to address content discovery and
personalization, such as AI-driven recommendation
engines and mood-based filtering
(Source: Market Analysis on Streaming Services).
Customer Retention: A seamless and enjoyable content discovery experience
increases user satisfaction and loyalty, reducing the likelihood of churn.
Competitive Advantage: Enhancing the content discovery process can differentiate
Netflix from competitors, making it the go-to platform for users seeking personalized
recommendations and a hassle-free viewing experience.
Brand Perception: Addressing this issue proactively can strengthen Netflix's brand as a
user-centric platform that prioritizes customer satisfaction and innovates to meet user
needs.
The true problem is that users like Dane
Smith are overwhelmed by the vast
selection of content on Netflix, leading to
decision fatigue and potentially a less
satisfying viewing experience. This can
result in users spending too much time
browsing rather than watching, causing
frustration and reducing overall user
satisfaction.
Is this a real problem?
What is the True Problem?
Why solve it now?
Proposed Solution
Contextual Understanding: Flix AI leverages
advanced machine learning algorithms to
understand user preferences, mood, and
viewing habits. By analyzing user inputs and
historical data, Flix AI provides highly
personalized content recommendations that
match the user's current mood and preferences,
ensuring a more relevant and satisfying viewing
experience.
Reminder and Alerts: Flix AI proactively
engages with users by sending reminders and
alerts about new content, upcoming releases,
and saved preferences. This feature helps users
stay informed about content that aligns with
their interests and ensures they never miss out
on shows or movies they are likely to enjoy.
Natural Language Processing (NLP): Flix AI
uses sophisticated NLP capabilities to interact
with users in a natural and intuitive manner.
Whether users are providing input on their
mood, asking for recommendations, or seeking
help with issues, Flix AI understands and
responds accurately, making the interaction
smooth and user-friendly.

5. Current user
Journey
Emotions,
Hype &
Friction
Points
Ai User
Journey -
User end
Ai User
Journey -
Backstage
Ai User
Journey -
Frontstage
Anticipation: Users are
eager to see what’s new or
how the app has improved.
Curiosity: They might be
interested in exploring new
features or content.
Interest: Users may feel intrigued by the
content or features highlighted on the
homepage.
Overwhelm: If the homepage is cluttered
or has too many options, users might feel
overwhelmed.
Hopefulness: Users are hopeful that
they can find what they’re looking for
quickly.
Frustration: If the search bar is not
responsive or doesn’t yield relevant
results, users might feel frustrated.
Satisfaction: Users might feel satisfied if
they find the option they’re looking for
easily.
Confusion: If the categorization is
unclear or poorly organized, users might
feel confused.
Excitement: Users may feel excited when
they see relevant or appealing listings.
Disappointment: If the listings do not
meet their expectations or preferences,
they might feel disappointed.
Relief: Users feel relieved when they
find a satisfactory option to watch.
Doubt: They might experience doubt
if they are unsure whether the chosen
option will meet their expectations.

6. Wireframes - FlixAI
INITIATION INPUT REVIEW SELECTION WATCH FEEDBACK
Users initiate the AI assistant,
eager to explore personalized
content recommendations.
Flix AI’s intuitive interface
prompts them to provide
input for a more customized
browsing experience.
Users engage with Flix AI,
sharing mood, day details,
and preferences. The
assistant processes this
information to understand
context and enhance
recommendation accuracy.
Users are presented with a
customized list of movies and
series. Flix AI’s intelligent
algorithm ensures
recommendations align
closely with user preferences
and current mood.
Users select a movie or series
from the curated list. The
system readies the content
for playback, ensuring a
seamless transition from
browsing to viewing.
Users immerse themselves in
the chosen content. Flix AI
continues to monitor
playback quality, ensuring an
uninterrupted and enjoyable
viewing experience.
After watching, users provide
ratings and feedback. Flix AI
uses this data to refine its
algorithms, enhancing the
accuracy and relevance of
future content
recommendations.
Hi Rahul,
How are your feeling today?
How would you describe the
perfect watch right now?
Language & Style Preference
Look what we have found
for you
Cast & Crew
Play the Movie from BeginningAdd the movie to “My List” ?
How was your Overall
Experience with FlixAI

7. Increased User Engagement: The reduction in time spent browsing and the
increase in relevant content viewing enhances the overall user experience,
leading to higher engagement rates.
Improved Customer Retention: Flix AI's proactive engagement and
personalized suggestions increase user satisfaction and loyalty, thereby
improving customer retention.
Competitive Differentiation: This feature positions Netflix as a forward-
thinking and customer-focused platform, attracting more subscribers who seek
personalized and hassle-free viewing experiences.
Increased Lifetime Value (LTV): Satisfied users are more likely to maintain
their subscriptions over the long term and explore higher-tier subscription
plans.
Inaccurate Recommendations: If Flix AI fails to accurately understand and
predict user preferences and moods, it could lead to irrelevant or repetitive
content suggestions. This inaccuracy might frustrate users, causing them to
spend more time searching for content manually, thereby negating the intended
benefits of the AI assistant.
Privacy Concerns: The implementation of Flix AI requires the collection and
analysis of personal data, including user preferences and mood indications. If
users feel their privacy is being compromised or if there are any data breaches,
it could lead to a loss of trust in Netflix's platform, potentially push users away.
Operational Reliability: Any technical glitches or downtime in Flix AI’s
functionality could disrupt the user experience. Users relying on the AI for
recommendations might find themselves unable to access suggestions, leading
to dissatisfaction and a perception of unreliability in Netflix’s services.
Value Generated for business
Possible risks of Failures
Key Metrics
North Star Metric
L1 Metric
L2 Metric
Subscription Growth
Content Discovery Rate
This measures how often
users interact with the
recommendations provided
by the AI Assistant.
This measures how
effectively the AI Assistant
helps users discover new
content that they enjoy.
Watch Time
The amount of time users
spend watching content on
receiving suggestions.

8. WIREFRAMES | Learn In Public Challenge - 3
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