Design Netflix for Senior Citizens (Goal: Increase engagement time).

Question

Design Netflix for Senior Citizens (Goal: Increase engagement time).

Asked at Microsoft over a year ago

10.9k views

Product Design category

& 1 other company

Asked at

& 1 other company

10.9k views

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Dec 30, 2019

The first step in conquering this product design question is to ask clarifying questions:

Ask clarifying questions

What is the goal of the product? - Increase Engagement
Are we targeting a particular age group or all seniors above 60 years of age? - All
Old Seniors > 70 may have some disabilities lie eye-sight etc, do we need to take care of it? - yes
Are we targeting specific geography?- No, all the markets where Netflix is present
Are we only talking about website, app or any specific device?- Noy decided yet, it's up to you to decide
Can we develop a separate product and/or modify existing Netflix? - Up to you to decide

Re-iterate understanding

Design Netflix for all seniors over 60 years of age world-over to increase engagement. Seniors may or may not have some disabilities which need to be taken care of. The product can be developed for any device but should solve the underlying problems. It is up to us to design a new product or modify existing Netflix

Let's talk User Flow/Journey

Senior wants to watch a video -> Search on Google -> Land on Netflix -> Choose Language -> Sign in -> Pay -> Browse/Search relevant content -> Read description of content->Play video ->Finish or may not finish -> Come back again -> Wants to be reminded which show they were watching -> Start watching again

Here I have taken the longest possible journey so as we can discover all the problems. Other journeys would be a subset of these.

Identify problems in the journey & features which would remove these problems

Foremost, for seniors their eye-sight & sense of touch might not be too strong, so we would like to rely on a bigger screen & voice commands for most of the work wherever possible.

New product or modify existing? - we will take the call later
Basis above, we would like to develop App for tablets as well as TV or firestick (since they have voice control)
Discovery on Google - Since making an app, we just need a directory sort of page for discovery
Download App
Identification that user is a senior citizen -
1. Ask during Signup process itself (easiest & accurate)
2. For Signup, seniors might not have email/fb/google, so we will rely on username/password flow or preferably fingerprint and/or face recognition or voice recognition.
Choose preferred language -
1. A dropdown to select language with voice search
Payment - This is tricky as we won’t have too much control over payment mechanisms and would depend on the market as well as the payment partner. Ideally would prefer single click payment flows like
1. iTunes or Gpay
2. Other options being there
3. Free Trial or Voucher Code Flows (which can be done offline by someone else)
For content discovery
1. Search - Voice Search
2. Recommendations
3. Programming solely focused on Senior
Read Description -
1. UI focused on seniors with large fonts/thumbnails which are easier to read & comprehend
Play Video
1. Remember subtitle preference
2. Choose subtitle
3. Choose resolution/quality
Come back again
1. Deep-linking (not very important)
Start watching again
1. Continue watching
2. Wishlist Feature
3. Auto-login unless explicitly sign-out
Other generic features
1. Accessibility like we have in windows - There should be 2 to 3 settings for sizes of fonts and thumbnails which user can choose according to his or her choice
2. Sign-out
3. Video quality selection
4. Forgot password

Let’s Prioritise features now

Features	Impact	Complexity	Must Have/Optional
SEO Landing Page	H	M	optional
Sign up - Username/Password	H	L	Mandatory
Sign up - Fingerprint/Face recogintion	H	M	Mandatory
Sign up - Voice	H	H	Mandatory
Preferred Language	H	L	Optional
Age Identification	H	L	Needed only if use the same app
Payment	H	H	Mandatory
Voice Search	H	M	Optional
Normal Search	H	L	Mandatory
Recommendation	H	M	Optional
Programming & Personalization	H	L	Needed only if use the same app
UI for Seniors	H	M	Mandatory
Choose Subtitle	H	L	Optional
Remember Subtitle	L	L	Optional
Choose resolution	M	L	Optional
Deep-linking	L	H	Optional
Continue Watching	H	M	Optional
Wishlist	M	M	Optional
Auto-login	H	L	Optional
Accessibility	H	M	Optional
Sign-out	L	L	Optional
Forgot Password	M	L	Only if implementing username/password flow

First we will do all the mandatory features which would create the MVP, we would then pick High Impact, Low Complexity features. After that we will have to force prioritize features using RICE model. Not going into details of RICE model for now.

Let's do alternative evaluation

Option 1 - Do a separate app

Pros

Easier to develop, less complicated
More usable by end-user
The selected feature can be developed
Both apps would remain cleaner
The same backend can be used as changes are mostly at UI level

Cons

The additional overhead of product development & maintenance

Option 2 - Modify same app

Pros

Would make the app cluttered
Would be difficult for seniors to use
targeting both segments would make implementing features

Cons

Relatively less effort

Basis above, my recommendation is to develop a separate TV & Tablet App with the feature list as above. If time permits, same tablet app can be ported to phone with minimal effort of UI changes.

Launch Plan

Do beta testing of MVP with the selected audience in major markets like US. Incorporate feedback & then progressively roll out (% basis which both iOS & Android) country by country.

Identify Metrics to be tracked

1. For Acquisition - AUs on App
2. For Activation - No of Signups, No of logins
3. For Engagement
  1. Mins/UV (UV means unique viewers)
  2. VV/UV (VV means Video Views)
  3. UV/AU
4. For Retention
  1. Repeat Visitors
5. For Monetisation
  1. Total $
  2. LTV per user

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Aneesh Aggarwal · Answer 1 · 2024-11-18T23:06:51+0000

Clarification questions

goal - Increase engagement time
Senior citizens - 60+ years
70+ might have disability - do we add them yes
New product or improvement of existing - upto us
Geography - all

Goal of Netflix - Entertain the world

Summary - we want to increase engagement of senior citizens on netflix

User persona

Senior couples - self and spouse
With younger family
Single individual seniors
With partial disability

Will focus on 1 and 3 as no help available - for point 4 - TAM would be less

User journey

login experience/signup
- Enter email over TV from remote or scan and fill via phone
- Set password
- Create profiles
- Choose content for netflix engine
- Otherwise for rtux, open netflix app from list of apps on TV
- Choose profile
Discovery
- Choose profile - wait time till profile loads
- Land on home page
  - Top new
  - Continue watching
  - My list
  - Genre wise
- Search
  - Click on left
  - Type keywords and search
Product page
- Trailer
- Info - too small
- Start
- Play from beginning
Watch experience - confusion of buttons
- Speed
- Volume
- Rewind
- Subtitles
- Language
- Pause and share some scene from movie/series
End
- Like dislike
- Auto start new

Pain points

Too long process to start watching
- confusion of operation - buttons
- Auto play creates confusion
Search experience and what to watch
- Similar content - how to find
- Have tendency to watch limited content
- Typically is not someone who would be open to discover new
- Have set favs and would watch any content from those favs
already ongoing - new episode when?
- Eagerly wait for daily soap
Heard somewhere from friends don’t remember
Emotional -
- Connect with Children on what they are watching
- share with friends

Since engagement - major pain points

firstly - ease of use
Discovery
Emotionally connected

Solutions

Solution 1

App driven control panel with audio controls

launch on TV (same wifi)
Search
Notifications on set shows
Control speed, rewind, subtitles/language via phone

Solution 2

Recommendation Engine

Recommendation model with restrictive content with focus on senior citizens
Choose favourite actor, Director, language and genre - one time and priortise it will recommendation
Focus on content from when seniors were young
Priortise basis these over existing
- auto play only when very high confidence in recommendation

Solution 3

To tackle emotional side to transition from other players to Netflix - Leaderboard

Separate section of recommendations from family members
- Gamify experience- once new recomendation comes it shows as a notification
- Anyone can add into the family list
- Leaderboard for all who have watched the content
- On completion- it shows complete and provides points
Leaderboard can be created across accounts as well - tracked over app
- Add people as friends
- Share content
- Get points

SolutionEase of useRecomendation engineLeaderboard

Reach	3	2	2
Impact	2	2	3
Effort	1	3	2
Score	6	1.3	3

Metrics

DAU, WAU
Searches done via audio in a week
Notifications clicked
- Watch time/ completion time after notification
Actions taken via audio/app
- Subtitle changes per content

Chenhan(Steven) Wang · Answer 2 · 2022-01-09T16:42:47+0000

1. Ask clarification questions

a. What is the purpose to launch the product in the first place? - To gain engagment time for the senior people

b. Who are considered senior citizens? - 60+ years old

c. Are we going to design a Neflix from scratch or add features to the existing platform? - up to you

Because we know that the user groups are those senior citizens who are 60+ years old, when then take a look at the user action/journey and further identify the pain points.

2. Identify User journey and potential pain points (PP) along the user journey

For a Netflix user, the user journey includes: (assuming the user already has an active account, since we are only going to focus on the engagement)

a. Click/Launch the app

b. Sign into the account - hard to type to sign in

c. Scan through the content - content/fond too small to see

d. Search the content - hard to type to search

e. Find the content, read the description and look at the review - description/fond too small to see

f. Open the content and start watching - content not attractive to them

g. leave a review - fond too small to see the review and hard to type to leave a review

h, Refered the content to someone else

Assumption: we are adding features to the existing platform rather than building a new one

3. Solutions and prioritization

PP	Solution	Impact	Complexity to implement
1. hard to type to sign in	fingure prints sign in or other sign in methods	M	M
2. content/fond too small to see	video demo + better UI layout	H	L
3. hard to type to search	voice to search	H	M
4. description/fond too small to see	read by voice	H	M
5. content not attractive to them	upload more content that is suitable for elderly	H	L
6. fond too small to see the review and hard to type to leave a review	voice in the content	M	M

Based on the above score, 2 and 5 are should be the priority to implement and then 3 and 4 and lastly 1 and 6.

5. Matrics

In order to measure the success of the above features, the following matrices could be used

1. Time spent on Neflix each session each senior person

2. Clicks on those new added content vs other content

Pankaj Ghanshani · Answer 3 · 2021-12-22T22:37:35+0000

Design Netflix for senior citizens:-

Goal: Increase Engagement Time
Larger goal ? Increase subscriptions from elders.

Context

Who am I ? Netflix ?
- Yes or may be a new player focussed on elders? Okay.
Netflix already exists but has weak engagement from senior folks.
Country Specific issue ? No - global issue.
Is there a specific country focus ?
- Yeah top 10 countries where NF sees significant opp. and generates sig. revenue

About Netflix

Global Entertainment company
They want you to enjoy and entertain yourself.

Customer Persona/needs

Elders - lets pick up a specific country, say India (and then later generalize):-

Emotional /Content Needs
- Want to connect with social friends and family - so might enjoy social watching
- Want to remember their old happy days- so might enjoy old movies/tv shows
Functional constraints
- Weak at tech / not so tech savvy
- Might have language barriers - may not be super conversant in English.
- May not have a strong eye sight
- May have shaky hands
Strengths
- Good at operating old TV channel style remote controls
  - Changing channels
  - Adjusting volume etc.
- Know how to operate an old fashion RADIO - changing channels, adjusting volume

Alternatives today:

Netflix / Other Online streaming platforms.
- Content: Has a pretty strong youth oriented catalogue. Weak at content for elders.
- UX challenges
  - Small font - not so friendly UX for elders - not too easy to learn for elders.
  - The design would not be exactly familiar to an elder/first time user.
- Subscribing
  - Hard UX, needs Credit card, entering details - too much hassle.
  - Needs to be simplified.
  - Registration with email - may be complicated with not so tech savvy users.
  - May be allow folks to gift subscriptions based on simple phone number and OTP.
- Co watching/joint watching.
  - Advanced need - may be we can address this later once we have the basic need taken care of.
Other DTH/Setup Top box providers
- Content: Strong content for elders.
- UX: Very little to almost no on-demand content playing.
- Subscriptions are done in traditional ways
  - People visiting home.
- Co watching - not possible

Pain points
- On Demand watching is not available with traditional players
- Poor/weak UX - NF
- Very little content for elders - NF
- Hard to subscribe to platforms like NF
High Level Solution Requirements
- Allow Easy Entry
  - Content Discovery
  - Content Query
- Allow easy content play (pause, rewind, forward)
- Keep UX - elder friendly
  - Accessibility
  - Language
- Have Elder Friendly Content
  - Source the supply of such popular content

Competitive strategy against existing TV /DTH players

Promise of on-demand watching
Convenience and excitement of binge watching.
Convenience of playing on mobile vs TV whenever they want to.
Lower prices compared to traditional TV ? (since its highly curated elder friendly content)

Design Strategy options:

Friendlier Mobile App: Create a new simpler UX on the app itself.
- Options:
  - That is similar to old style TV remote experience.
  - Enable /adopt voice based interactions
Create a Netflix special TV remote (similar to MI TV/firestick)
- So that it can be attached to traditional TVs and played with a remote
Voice based interface:
- Create an Alexa adapter /skill for playing movies on the smart TVs using Alexa.
- Setup a human assisted concierge service that can help elders pick a movie to watch and play it on their TVs. Might charge extra for this.

Recommendation:

Do all of the above in the following order of priority
1. Netflix TV Remote. (hard to scale, but can have very high reach and high switching costs)
2. Friendlier App (lowest hanging fruit, highest scalability, Netflix's forte)
3. Alexa Skill (highest scalability, but limited by Alexa's reach)
4. Human assisted (not NF's skill, can scale the service to potentially billions)

And then solve for subscription, account creation challenges as well in parallel.

Quick Evaluation (Ratings out of 5, 5 - high, 1 - low)

Opportunity	Customer Delight	Growth Potential	Solution Scalability	Hard to copy/ Comp .advantage	Margins Potential	Overall Soln. Rating
Friendlier App	3	4	5	2	5	19
Alexa Skill	4	2	5	2	5	18
NetFlix TV Remote	5	5	4	4	5	23
Human call assisted experience	4	5	2	2	5	18

Santhosh Kumar · Answer 4 · 2021-10-01T03:09:39+0000

Clarification questions:

Netflix provides entertainment, inspiration and education for users.

I assume that we define senior citizens as someone who is 65 and above. I asssume that we want to serve the senior citizens all over the world.

User segments:

A) Senior citizens that living on their own

B) Senior citizens that are supported by caretakers

C) Senior citizen that lives with the partner and family

D) Senior citizen that is working

E) Senior citizen that is retired and living on their own

Prioritization of user segments:

I would prioritize the senior citizens that are retired and living on their own who has most of free time compared to those that are working or living with others

I would like to map out the user journey to identify the uesr pain points

User pain points:

A) Senior citizens tend to be less tech savvy, so they might be unable to navigate the site.

B) Unable to discover the content that suits their interest

C) Unable to enjoy the content for long due to the impaired vision

D) Unable to get a gist of the movies from video snippets or trailer, thus it leads to low video completion rate

E) Do not receive a real time notification when the content related to the favorite actor or director or music director is released

F) Unable to follow Netfilx content using the ambient computers

Solutions:

A) Senior citizens tend to be less tech savvy, so they might be unable to navigate the site. Addressing this issue will make it easy for users to spend more time.

A) Create a senior citizen mode with a simplied user interface.

B) Create a feature where the screen can be controlled remotely by the loved one to help the senior citizen

C) Create a premimum option where the senior citizen can receive help from the tech support for additional charge

Impact: High, since easy of use is key to improve engagement

Effort: High, creating a brand new mode would be a heavy lift.

B) Unable to discover the content that suits their interest

A) Senior citizens tend to also enjoy the movie content that were released when they were young. Therefore partnering with the companies that own the rights for those old content would help cater to the interest of the senior citizens.

Impact: High, Quality content is the key driver for engagement

Effort: High, purchasing right might be expensive

B) Create a original content that caters to their special needs. For example, documentary that outline the diet that is suitable for seniors, etc.

Impact: High, better the content quality, better the engagement

Effort: High, Need to find creative writers, content developers that can write content for seniors.

C) Unable to enjoy the content for long due to the impaired vision

A) Integrating Netflix with companies that manufacture projectors so that Neftlix can be streamed right from the projectors. As we enlarge the visuals, seniors that have vision impairment can also enjoy the shows.

Impact: Low, users can readily to use projector available on the market

Effort: low

D) Unable to get a gist of the movies from video snippets or trailer, thus it leads to low video completion rate

A) Creating a trailer for all the long format content is key to allow the users to make a choice of movie/show/documentary that they would enjoy.

Impact: It is key to increase the video completion rate and the engagement time

Effort: Low, we can create a snippet of content

E) Do not receive a real time notification when the content related to the favorite actor or director or music director is released

A) Create a feature where the seniors can follow their favorite artists and they get notified when relevant content is released.

Impact: This will the personalization to the next level.

Effort: medium, it is new UI feature that will be integrated with the notification systems

F) Unable to follow Netfilx content using the ambient computers

A) Partner with a device manufactures to create a ambient computing technology where the netflix can streamed on voice enabled. Because voice input is easier than text-based input.

Impact: Ambient computer's form factors makes it easier to navigate than phone. Therefore it is better suite for senior citizens.

Neel88 · Answer 5 · 2022-08-22T17:04:06+0000

Clarifying Questions

Firstly, I would like to ask the following clarification questions:

1) Are all age groups under senior citizen covered? – Yes

2) Are we building a mobile App or Web/TV App or both – Both

3) Do we need to also consider senior citizens with certain Disability? Like impaired vision, Limbs, Memory loss, etc.? – Yes

4) Are we focusing on a specific Geography or Region? – Not in particular. Consider All regions

5) What do you mean by Increasing Engagement Time? Is it time spent on watching movies, videos, etc – Yes

I will then provide my understanding/assumption of the product and mission and get Interviewer’s buy-in

At Netflix, we want to entertain the world with best-in-class TV Series, Movies, Documentaries, etc.

Since Netflix already has profile categories like Children and Adults, it is easier to leverage the existing platform and build on top. We could enhance this with another category called “Senior Citizens”

Once the interviewer is fine with our assumptions, proceed ahead

User Groups

1) Senior Citizens above 60 with minor disabilities/ ailments or without any & Retired.

2) Senior Citizens who have major disabilities and are taken care of by Nurses or caretakers

3) Senior Citizens who are enrolled in an organization/trust/NGO

I would focus on 1) those who are the majority of the population. Building a product for such a population should be relatively easier to start with (as they are retired, Have free time, Living with a family too) and considering the fact that they could be contributing to major usage. Further, we could start with these and delve into other user groups at a later stage.

User Story/ pain points

1. A senior Citizen registers himself in Netflix with a subscription Plan

2. A senior Citizen should be able to search and watch Local videos easily

3. A senior Citizen should be able to organize their favorites just like how modern TVs allow them to set favorite TV channels

4. A senior citizen should be able to continue watching from where they left. Further, they should be able to set reminders of their shows which can remind them on a daily, weekly basis on episodes left

5. They are unable to watch for long times due to impaired vision etc.

6. They are usually unaware when a new local content or tv series is released

7. Unable to explore other interesting features apart from Movies like Virtual Reality, 3D world etc

8. Translation to local languages.

Solutions and Prioritization

Below would be my Solutions and Priorities for the same based on Impact and Effort

Pain Point	Solution	Impact	Effort	Priority
1. a)	Since Senior Citizens are not that tech savvy or tech-oriented, we should think of a simpler payment and registration process which can be assisted by Voice Commands. A voice payment is a process of speaking to an artificial intelligence-powered device, such as a speaker/Voice Stick or a smartphone, and requesting it to make a payment. Netflix can come up with such voice-driven Devices	High	High	Low
1. b)	Creating a screen or UI which is simpler can be aided/guided by a family member	High	Low	High
2.	Based on Genre and Location, Netflix could also use AI/ML technologies to figure out Local shows and most watched shows by senior citizens in the neighborhood	High	Med	High
3. & 4.	Netflix can provide a bucket or a section Like Favorite Bucket where the Senior citizen can set 10 fav TV shows and set their schedule to watch those shows on a daily basis. Reminders can also be set which sends a notification on their Cell/Family member's cell to notify them about the status : è Continue from where you left è Watch the next episode Since Senior citizens could have memory issues due to age, notifications can help to keep a track of episodes and shows they watch on a periodic basis. The notification setting could also be turned off / periodicity could be set etc Since Netflix already tracks users’ history building a notification engine should be easier. The notification engine should indirectly also drive user engagement since it reminds users periodically to watch their favorite shows	High	Low	Med
5.	Some of the safety measures can be built in like monitoring their watch times and reminding them if they overwatch and suggesting them to take a break and continuing after a set time. We can again leverage the notification engine that we discussed in point 4	Med	Low	Med
6	Again, periodic notifications can be sent whenever a new tv show, Local shows are released	Med	Low	Med
7.	Although a bit complex to build during MVP, Netflix could also consider revolutionizing their experience by getting into VR/AR world for Senior citizens. virtual reality (VR) is changing the way older adults interact with technology and the world around them. Some of the benefits of virtual reality for seniors include helping to reduce loneliness, improving medical care, and providing adventure and entertainment. This would provide a great opportunity in a long run and can also drive user engagement considering the exciting and Interesting VR world to kill the loneliness	High	High	Low
8	If subtitles are not available for the selected language, Netflix can come up with an inbuilt translation engine over Text/Voice which can help the senior citizen to understand the movie in his/her local language. This can help Netflix to penetrate regions/geographies with different languages apart from English.	Med	High	Medium

Summary &Conclusion

Netflix needs to support watching movies and videos for Senior citizens in a user-friendly way since Senior citizensare often not that tech savvy. In order to achieve these, we came up with many ideas revolving around Voice Machines or sticks, AI/ML to improve suggestions, Notification systems to remind Aging citizens, Taking the experience to next level to kill loneliness using VR/AR, translations engine etc

To start with in an MVP phase, we could prioritize solutions 1b), 2), 3), 4) & 5) for Senior Citizens

And perhaps get into more complex implementations like Audio/Machine Driven Voice over Registration Payments, VR/AR into later stages which would benefit in a long run and could attract more users globally

To conclude, Simplifying the user experience and bringing in modern technologies like VR/AR could help increase the user engagement for senior citizens.

d_m · Answer 6 · 2022-05-22T14:22:36+0000

(Listing down use cases and user needs is the core of the product design question and hence I am diving right into it and sharing a short part of the answer and not the whole answer)

Users: 60+ age, living with their children or alone. Since the objective is not to increase sign-up conversion or conversion to paid users and only increase engagement time, I will focus specifically on this.

(I am here using aspects of human-centred design (HCD) which talks about designing products based on a) User needs b) Capabilities c) Behaviors. It also teaches about creating products for human error and for when things go wrong)

Needs	Want to watch old content as it gives them nostalgia & is able to connect to Want to pass time watching their family or friends Usually, like family drama kind of content
Capabilities	Overwhelmed by movie/series choices after immediately opening the app Find it very hard to operate any app (choosing a video content piece to watch/playing the next episode, searching, etc.)
Behaviors	Are slow in choosing a watch path Are scared of errors (think that choosing one wrong video is additional pain as they have to figure out how to go back and choose the next one) Extremely frustrated and confused to switch profiles/get used to any new functionalities added/changes in layouts) Cannot read small letters & usually miss out on warnings/directions in small texts Have a routine of watching every day at x PM

Solutions based on the needs mentioned above:

Need	Need priority	Solution
To not get lost and easily choose a movie to watch	High	Step by step flow where user will be asked to either a) continue watching b) search c) choose from options (example flow : choose genre, choose actor, choos langugae etc. flow) so that its easier for them to ac ton next steps. The design principle is that we are adding a guided path/constraints so the user is not overwhelmed with choices)
Must be able to read and search easily	High	New section like ‘Kids’ where the fonts & UI/UX are designed specifically for the elderly Voice search Personal assistance flow (like talking to a chatbot)
Must have a sense of confidence using the app and not fear errors	Medium	Designing for error flows like asking for double confirmations while choosing the unexpected path, giving options of undoing etc.)
Don’t know what to watch next and easily create negative perception if suggent is wrong	Low	Mandatory rating of every video they watched

M ARUN · Answer 7 · 2021-04-25T21:43:43+0000

When I think about Netflix, what comes to my mind is a platform where users can login and watch movies/serials etc based on their own taste, genre, language etc. Is that correct? (interviewer: Yes)

Are we classifying people above 60 yrs old as senior citizen? (interviewer: Yes)

Any particular platform to focus on? App or website (Interviewer: You decide)

Is there any particular reason why we want to design Netflix for senior citizen? As far as I can think, senior citizens have a relatively much more free time when compared to other segments, Hence if we can develop an engaging platform for senior citizens, we shall have regular users.

And as mentioned in the question, our primary goal is to increase user engagement for senior citizens.

When I think of the user segment, below are few characteristics I can think of: Senior citizens are more than 60 years old. They would have mostly retired from their work. They are not very tech savvy. Thy however, know about internet. They have a lot of free time. They spend their daily time looking at news, playing with kids, watching TV and going out or house needs, if any. Their physical capabilities keep reducing with increasing age i.e as one grows older, viewing capability, hearing capacity, remembrance keeps reducing. For these broad user segment, I can think of 2 user personas.

1) Regular watchers – Andy is 65 years old. He likes crime series. Everyday he watches 1-2 episodes of the series and continue from the ended episode the next day.

2) Occasional watches – Millie is 70 years old. He doesn’t watch movies often. He remembers of some old movie and he decides to watch the same in Netflix.

Amongst these, I would want to focus on regular watchers like Andy as they watch Netflix almost regularly.

A probable user journey for Andy shall look like follows:

Andy finishes his daily routine -> decides to continue his series -> opens Netflix -> clicks on the series he was watching last time -> plays the movie -> after certain episodes, he goes to sleep/ regular daily routine.

Possible problems/challenges are as follows:

1) He might forget to watch the series for a day

2) He might find it tough to find his series in Netflix

3) He might not remember the ending of the last episode that he had watched previous day

4) He might doze off in between while the Netflix continues to play

5) Once a series finish, he might not know what series to watch next

6) He might get bored with the content which is shown in Netflix

I would say 1), 4), 5) are the most important to solve to achieve goal of keeping Andy engaged more. Hope that is fine. (Interviewer: Yes go ahead)

A couple of solutions that I can think of

Solution	Problem solved	Impact	Dev/ Cost req
Send Notif to the phone number of the senior-citizen, to remind him about his daily routine This not only reminds him, but also can try to arouse his inner needs to watch the series with the notif content	1),	M	L
Integrate with phone alarm to remind him about his daily routine of episodes We can ask him permission to set daily alarms or a specific time	1),	H	M
Auto-stop after 1 episode The series shall auto-stop once an episode ends and ask Andy if he wants to continue watching.	4),	M	L
Automated algorithm that pauses after playing series for a certain time X and asks if he is still watching This algorithm shall take into effort avg watching time foreach person, historical sample of timestamp from where the person had requested for replay of previous episode,	4),	H	H
Recap of the previous day watched episodes Everyday, we can show a 2 min recap of the previous day episodes in case if he has not watched/does not remember certain scenes. Con: Recap creation for all episodes shall be resource-intensive effort	4),	H	H
Show list of series which he had watched 1 year ago This list shall bring back memories of old times and Andy might want to rewatch it	5),	H	L
Recommend a list of series which he can watch his entire family This is to tap into his needs to spend time with his family	5),	H	L

For MVP, I would want to focus on following: integrate with phone alarms to send reminders so as to remind him about daily episode, auto-stop after 1 episode and ask him to press yes if he wants to continue watching, show lists such as 1 year old movies, family movies to tap into his needs of spending time with family, etc,

Metrics I would want to focus are as follows:

1) Avg session duration in a day

2) Number of sessions in a day

3) Number of people making use of the alarm integration

4) Number of times the user clicks on “Yes” to continue watching after auto-stop (-ve metric)

5) Number of clicks on recommended list

To summarize, I would want to focus on regular Netflix watchers and try to enhance their experience by building the following for MVP - alarm integration for reminder; recommended list based on historical watches series, family series; auto-stop video after 1 episode to ensure that he still wants to continue watching.

Amulya Parmar · Answer 8 · 2020-01-07T17:15:49+0000

To design Netflix application for senior citizens

First, I will scope out the project and establish general guiding metrics

Next, I will evaluate potential user groups and upon selecting a specific group, I will brainstorm user needs

Lastly, I will provide a solution to solve a specific user need

As it concerns netflix

Currently, as netflix is growing its user base internationally, my assumption is that it has expanded strongly in the young childdren, teens, millenials, and adults. However, perhaps is struggling to grow with the older senior citizens demographic. So are we trying to acquire more senior citizen users? Or are we trying to increase their engagement on the platform?

Amazing, so lets say we are trying to grow the senior citizen userbase:

The metris that I would want to pay attention is:

1) The number of senior citizens who sign up for a netflix account or reactivate an older account

Additional metrics I would want to pay attention to:

2) - Changes in the time spent per senior citizen on Netflix

3) - Video viewing time spent on Netflix for senior citizens

4) - Time it takes to nagivate and start watching a Netflix video

5) Onboarding UI & setting up subtitles

User Journey -> Senior citizen gains awareness of the Netflix service. Perhaps it is a new movie they are hoping to watch or a recommendation from children or a friend -> Someone has to setup billing for a senior citizen and someone has to be able to help guide most senior citizens through the account setup process

User groups

Single, Independent Tech-savvy

Senior Citizen in Senior Homes

Lives with Family

I want to start with a focus of Senior citizens in mind

Pain points for senior citizens, particularly in Senior Homes:

1) Difficulty in Setting up billing on a site like Netflix

2) Signing up for an account

3) Choosing what they want to watch

4) Not resonating with the current selections

5) Connecting netflix on one's television / netflix enabled tv or a roku like dongle

So that being said, with those problems in mind, these seem to be largely acquisition, and onboarding, and activation problems/barriers for senior citizens to start a Netflix subscription, so I will be keeping those in mind along with the metric of onboarding new senior citizens on Netflix or reactivating old accounts.

Features that I imagine that will make a larger impact on these proble:

Allowing them to have the ability to purchase ofr Netflix in-person and not just online via their senior housing providers, revenue sharing with senior housing

Specializing packages for their older individuals, whether it be their favorite older actors robert de niro or, al pacino or older sprots events

Some way to tag a senior citizen through some form of Machine Learning, locatioin, or ip address of the nursing homes

Have a more user-friendly UI for senior citizens such as easily setting up subtitles, or navigating to what they want to watch

Searching for content prepackaged should be more seamless with the onboarding

Having sales-persons visit nursing homes in p bberson to get them to signup

Build out a special pricing / senior citizen discount to get more individuals senior citizens

Presetup boxes for netflix adoption

BUT for an MVP:

Specializing packages for their older individuals, whether it be their favorite older actors robert de niro or, al pacino or older sprots events

BUILD a UI for individuals in the the nursing homes that packages content on older actors, older movies, as well trending new movies

Hire a salesperson and give him the equipment and work with nursing home with the opportunity for him to interact with him in

I would also want to A/B test whether there would be value in offering some form of a partnership deal with a senior house living is possible where we could sell Netflix subscription packages in bulk for a discounted price to a retailer. it allows them to sell it as part of their entertainment experienes

Ram G. · Answer 9 · 2019-12-05T15:41:47+0000

To clarify I am assuming this is Baby Boomer (20%) of population in US and Silents. Assume this is now restricted to US.

Current situation: Netflix already has many genres including Mind and Body, Classical Movies, Spirituality, Sci-Fi, Health etc...

However the current situation, the User Interface to Netflix is not easy to identify various Genres and hence access to Seniors on what is available is difficult.

I will approach problem in two ways: 1. Increase type of content to attract Senior Citizens and 2. Help navigate the Netfli User Intf to increase engagement.

For now since the question is not about monetization I will not go into ROI calculations, etc.

Possible solutions:

1. Firstly User will have to identify if a Senior or somehow this has to be determined by Netfix based on ML algorithms.

2. A User Interface that will have very large buttons on display to show Generes that could be of interest to Seniors should be presented to these users.

3. Generes should be selected based on ML algorithms from usage of this age group.

4. New types of content should also be included. Many times Seniors want to revisit the Sports events - baseball, basketball, cricket, soccer matches when they were in the youth. This puts in the 1970-80 timeframe as it may not be possible to get good footage of prior decades. These should also be package as Classic Sports and a new genere should be created.

Summary: the User Interface should be improved so Seniors can get large button and quick access to relevant generes. New generes such as Classic Sports should be added. This will help increase the engagement time.