Netflix Non Members Home Page UX/UI

In the spring of 2022, I completed the UX/UI Pathways Bootcamp offered by Netflix, during which I collaborated with four other students on a project aimed at improving the non-member onboarding experience on Netflix's new home page. Our research focused on identifying the critical features and factors that influence customers when deciding to purchase an entertainment service, including the impact of original and exclusive content. Based on our findings, we designed an improved home experience that effectively encourages users to sign up and become Netflix members.

As a product designer, I conducted extensive user research and interviews to develop user personas that informed my recommendation to offer price options and access to original, exclusive content on Netflix's non-member homepage. Our research revealed that non-members had limited access to these features, resulting in a low conversion rate. Therefore, enhancing the non-member homepage has the potential to attract a wider audience and improve user acquisition.

The goal of the project was to develop a new home experience for potential Netflix users, with the aim of increasing new member sign-ups. As a team, we used an affinity diagram to identify key insights for redesigning the home page. We found that users prioritized device compatibility, an expansive library, and price point when selecting streaming services. Therefore, we focused on simplicity and included a carousel highlighting Netflix's original content. The "Watch Anywhere" section was kept to showcase device compatibility, and we included a pricing plan and FAQ for ease of use.