Netflix Producer: Software for a Transmedia Ecosystem

Interaction DesignUI/UXBranding
TEAM MEMBERS AND ROLES:
Zoy Britton (Me)- Research Lead
Christopher Lee- Project Manager
Brandon Smith- Creative Director

TOOLS:
Sketch, Marvel, Slack, Pages, Pen and Paper

OBJECTIVE: 
Produce a cloud- based, creative workspace that effectively and easily enables collaboration between users (namely directors, producers and screenwriters) and overall management of Netflix Originals and their related transmedia narratives. 

THE PROCESS
The first thing our team needed to establish was Netflix's business model-  past and present major revenue streams, the brand's evolution since its DVD days and how that has shifted the general company culture. This information helped us to set the parameters of our platform's scope.

Netflix employs an ad- free, SaaS revenue model that once relied heavily on licensing content from major studios. However, licensing content from these studios has become increasingly costly and difficult as Netflix's market value continues to increase.
PROBLEM: 
Generate enough in- house content to keep users engaged while keeping their overhead low due to ad-free, Saas business model.

SOLUTION:
Original content as major revenue stream.

WHY?:
The success of Netflix Original shows like “House of Cards” and “OITNB” has helped create a massive fanbase domestically. Also, the success of international films like "Beasts of No Nation" revealed a global audience that desires progressive and diverse content.

In consideration of original content's increasing importance, our team needed to find an engaging and relatively cheap means of reinforcing and supporting Netflix’s focus on original content. Therein lies the importance of  transmedia narratives. 
Transmedia is a means of supporting a fiction via integral elements (mobile apps, games etc) that are dispersed systematically across multiple delivery channels to create a unified entertainment experience.

After extensive user and market research, our team developed the following three goals:
1) Build a cohesive transmedia universe.
2) A platform to collaborate with other production members.
3) Enable the management of multiple productions and transmedia narratives in a cohesive and concise way.
Anatomy Of A Persona
1)Lack of thorough cohesion within multiple narrative storylines.
2)Would like a platform to see all elements within a narrative (eg.
Characters, plot points, backstories, settings).
3)A creative space to collaborate with producers and screenwriters.

After gathering, analyzing and synthesizing our data, the team began the iteration process.
Essentially, we wanted our user flow to look something like this: 
The first Netflix Producer iterations looked like this:
(Dashboard) Based on user research, we found that the footer was not a wise placement for important functions.
(Project Landing Page) Some of the iterative changes we made included the platform's progress bar (take a look at the changes we made below in our mockups).
Using A Card Sort to Decide On The Platform's MVPs
After working through various design iterations and completing several user tests, we decided on the following product MVPs to establish the scope of the Netflix Producer platform:
Armed with our data assets, we forged ahead to begin our hi-fi mockups before delving into the fine-tuning of the prototype. Take a look at some of the mock-ups below:
Landing Page
(Dashboard) Instead, we placed these important features at the top of the screen which is where users are more likely to look.
(Project Tasks and Progress) Replacing the progress bar with a detailed screen helped to reinforce the importance of collaboration and ease-of-use for users.
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