NK - Netflix VR

Project Overview

The goal of this project is to design an interactive user interface prototype for the Netflix application in Virtual Reality (VR). The target VR devices for this project are the Oculus Quest and Nreal Pro VR/MR devices. The primary interaction tool for users will be the integrated controller in VR, which allows users to explore content, search for their preferred videos, select content, and immerse themselves in an enhanced viewing experience.

I have followed the below simple steps to approach the Netflix VR Project.

Market Reserach

Netflix is one of the leading company in the entertainment market. In the beginning, I thought to check whether Netflix and other competitors have any VR apps and how consumers are using them. I have found Netflix already has a VR App which consumers have already tried earlier but the rating was 2/5 which was very low. There were many technical issues user was facing during the experience but at the same time there were some Experience-related issues as well. Here are some of the insights that I have noticed.

The statistic shows the VR and AR device ownership and purchase intent among consumers in the United States as of 1st quarter of 2017, broken down by age group. It was found that 23% of VR/AR device owners were aged between 25 and 34 years, as were 27% of those who were thinking of purchasing such a device.

While user is experiencing VR, if a user needs to do many head rotation moments then they feel motion sickness or neck pain after a certain time. If utilizing 360 degrees for too much content display then users may get confused while interacting with them. As this is not a regular device, too many controllers can become a complicated task for users to interact with.

When there is 27% of people are thinking of purchasing a VR device, we can increase this number by improving user experience by making simple functionality and more engaging content. The target audience for this VR Netflix application includes tech-savvy users who own Oculus Quest or Nreal Pro VR/MR devices and are familiar with using virtual reality applications. The interface should cater to both existing Netflix users and potential new subscribers who seek an immersive and enjoyable streaming experience.

User Flow

This is the basic User Journey based on the current Netflix application. I have made slight modifications based on VR and user feedback. The reason to make more delightful experiences for users who are exploring VR for the first time. So divide the user journey in a way to keep less cognitive load. To make this I preferred the Netflix mobile app as it has limited information at a time.

Conceptulization

As some of the VR apps require 2 controllers to interact with UI, Oculus Quest or similar VR devices provide 2 controllers for both hands. Not only is it easy to use but also it gives a realistic feeling while playing games like Beat Saber. Oculus Quest also gives a hand-tracking feature to interact with UI which gives more immersive feeling while using it.

For Netflix VR, I will be using a single controller function to interact with UI and similar button mapping will be applicable to other controllers as well. The reason for using the same controller as a primary tool is to make users more comfortable to use in any environment or circumstances. Here is the button mapping of the Oculus Quest controller.

Sometimes VR devices or experiences give a feeling of dizziness or illness due to the covered area around the eyes. Also when a user enters into any digital world, the human mind starts pretending it is real and try act accordingly in his real work during the experience, There are some VR guidelines that I refer from Google. User head rotation in VR has a comfortable head rotation axis which the below diagram from the internet explains well.

Design Guidelines

Considering the designs in VR space, it is still in the adoption phase so I decided to keep the designs as much as simple and familiar to the WEB interface. Below are some of the design guidelines which I thought to keep in mind while designing the experience.

Minimalist Interface: Keep the interface clean and uncluttered to avoid overwhelming users and maintain a focus on the content.
Visual Consistency: Maintain visual consistency with Netflix's branding, ensuring that users feel a sense of familiarity with the VR application.
Clear Call-to-Actions: Use prominent and easily understandable call-to-action buttons to guide users through the application's features.
Feedback and Confirmation: Provide visual and auditory feedback to confirm user interactions, ensuring they are aware of their actions within the VR environment.
Readable Typography: Use legible and appropriately sized typography to enhance readability in a VR setting.

Ideation Sketches

Minimalist Interface: Keep the interface clean and uncluttered to avoid overwhelming users and maintain a focus on the content.
Visual Consistency: Maintain visual consistency with Netflix's branding, ensuring that users feel a sense of familiarity with the VR application.
Clear Call-to-Actions: Use prominent and easily understandable call-to-action buttons to guide users through the application's features.
Feedback and Confirmation: Provide visual and auditory feedback to confirm user interactions, ensuring they are aware of their actions within the VR environment.
Readable Typography: Use legible and appropriately sized typography to enhance readability in a VR setting.