Even after two decades, Netflix continues to deliver an amazing viewing experience. But we suppose there’s always room for improvement.
As of 2024, Netflix has over 277 million paid subscribers, the most out of any streaming service worldwide. A leap nearly 100 times greater than what used to be its initial subscriber base 10 years ago. Steering its ever-growing digital library with UX that works just fine, Netflix continues to deliver an amazing viewing experience. But we suppose there’s always room for improvement.
For starters, we have three things to gush about when it comes to Netflix.
Three things we love about Netflix
Describe yourself in one word or… maybe three
The all-too-famous Netflix descriptors or microgenres do more than just categorize—they establish a connection that resonates with the viewer on a personal level.
When Netflix describes a show as "Offbeat, Bittersweet," they’re assigning it a new identity. It’s this human touch that sets them apart. The kind of thoughtful and human-centric language that can help brands to strike a chord with their audience, and Netflix seems to have mastered it.
UX Psychology Laws Applied ✅
- Barnum-Forer Effect: When people think general statements (here, descriptors) about personality apply specifically to them. These descriptors are broad and could fit many people, but they seem personal. Often seen in horoscopes and fortune-telling.
- Familiarity Bias: The tendency to favor things that are familiar or well-known. The more we experience something, the more likely we are to like it.
2. Easy removal from your ‘Continue Watching’ list
When you start watching multiple shows or movies, your "Continue Watching" section can easily get cluttered with unfinished titles. Sometimes, you may have started something that didn’t hold your interest, or you’ve simply moved on to other content. Nevertheless, you should be able to remove a show from your “Continue Watching” list without feeling like you’re making a monumental choice.
Netflix’s “Just cleaning up” option is a prime example of user-friendly ‘no-guilt’ design. Removing things on other platforms feels like a chore that they didn’t finish watching. ‘Just cleaning up" makes the experience more positive. There’s no emotional blackmail or pressure when they ask you more about your definitive actions. Those are tacky UX tricks best left in the past.
In contrast, the microcopy in this pop-up is just clean, simple, and considerate.
UX Psychology Laws Applied ✅
- Spark Effect: Users act more when the effort required is minimal.
- Choice Minimalism: Limiting options to reduce decision fatigue. The feature lets users easily remove items, without asking for any kind of justification.
3. An accurate match percentage feature
Netflix has been transparent about its recommendation system. It takes feedback from each user visit—such as the titles they start, complete, and rate (like thumbs up)—and uses this data to continuously refine their algorithms, amplifying their predictions of what they'll enjoy watching next.
The Match % feature on the platform assesses compatibility between the user and the content they watch. Unlike love calculator games, which leave outcomes up to the whims of the universe, this assessment is accurate and personal.
The algorithm doesn’t merely recommend shows; it reawakens your curiosity. With a higher %, your next favorite show becomes more than a possibility, more than a needle in a haystack.
UX Psychology Laws Applied ✅
- Familiarity Bias: The tendency to favor things that are familiar or well-known. The more we experience something, the more likely we are to like it. A low match percentage indicates that the show is unfamiliar to the user, which may make them hesitant to try something new.
Now, as for the areas that would need some improvement, here’s another list.
Three things we mildly hate about Netflix
No details = No search results
If you’re tossing out character names or keywords, thinking one will make the basket—you need to rethink your move. Netflix will need a little more than that to help with your search. The system isn’t great at guessing games. Try being as precise as possible. Think specific, be detailed, and remember: no details, no results.
Even so, you can always just…Google.
UX Psychology Laws Denied ❌
- Spark Effect: Users act more when the effort required is minimal.
- Recognition Over Recall: It's easier to recognize than to remember.
- Familiarity Bias: People prefer experiences they’re familiar with.
2. Auto-playing suggested content
Whenever you’re browsing any content profile on the platform and decide to scroll down, you will be met with a row of suggested content under the section - More Like This. We love it but if you want to explore something new and decide to click on the profile thumbnail, Netflix quickly auto-plays the content for you.
You’re whisked away to the action without any warning. Moreover, the suggested content ends up in your ‘Continue Watching’ row (Great, more chores?). Users prefer to have more control over what they watch next, such as the ability to browse and explore the blurb screen.
Is this a bug or a feature? We’re inclined to say yes to both 🤷♀️
UX Psychology Laws Denied ❌
- Discoverability: Users can easily understand how to use a product just by looking at it.
- Availability Heuristic: A mental shortcut using readily available examples to make judgments or decisions.
3. A lurker in your Watchlist
You’ve just finished the latest nail-biting episode of your favorite series, and you’re about ready to move on. When you sign back in the next day, there it is, still lurking in the Continue Watching section, demanding an encore you didn’t sign up for.
Netflix’s reason? You didn’t finish watching the end credits. It’s silly, but a definite pain point for people who like organizing and clearing their queues.
UX Psychology Laws Denied ❌
- Banner Blindness: Users ignore repetitive, banner-like information.
- Fresh Start Effect: Users are more likely to act when they see a new beginning.
- Tesler's Law: Over-simplification can shift complexity onto users.
Love And Hate - A UX Design Perspective is our take on the complexities of modern systems, product objectives, and technological constraints. We believe navigating this landscape requires a deep understanding of human behavior, empathy, and a willingness to challenge unfounded assumptions. If you’ve liked what you read so far, keep your eyes peeled for more.
