UX research
What the password crackdown did to viewers
Researching how people actually engage with personalisation, recommendations and shared accounts, at the moment the rules changed underneath them.
Context
A policy change is also a research opportunity
This study explored how Netflix users engage with the platform, focusing on personalisation features, content recommendations and account sharing behaviour. Combining surveys with interviews, I gathered insight into what drives satisfaction and where the experience loses people.
The findings pointed at two things. Personalisation carries far more weight than users articulate unprompted, and the password sharing policy changed behaviour in ways that went well beyond who was paying. When a shared account is split, viewing history, recommendations and profiles all fracture with it, and the product a person had been using effectively stops existing.
- Role
- UX Researcher
- Timeline
- February to June 2024
- Focus
- Personalisation, recommendations, account sharing
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