Netflix
Solving decision fatigue for legacy users
User interviews (In-person & remote)
Qualitative data synthesis
User personas & emotional mapping
AI-Assisted Research Analysis
As part of my first project at TripleTen, I spent three weeks learning Research Methods and investigating a critical challenge for Netflix: why long-term legacy users are leaving the platform. This project allowed me to act as a Solo UX Researcher, applying a rigorous methodology to understand how decision fatigue and emotional resistance to interface changes impact subscriber retention.
I began my research by conducting in-depth interviews with users aged 40 to 55 across Mexico and France. My goal was to compare the perspectives of loyal subscribers against those who had recently canceled the service. I found that beyond simple usability issues, there is a deep-seated "search fatigue" where the time spent looking for content often outweighs the pleasure of watching it.
To move from hours of interview recordings to concrete solutions, I leveraged AI to help me synthesize the qualitative data. This process of categorization was essential to uncover patterns that weren't immediately obvious. I discovered that legacy users often feel "punished" by algorithm updates that hide the local content they value, leading to a sense of lost control and eventual abandonment of the platform.
What I found most rewarding was the human connection during the interviews. Analyzing the emotional expressions of users allowed me to uncover frustrations and hidden needs—like the desire for better privacy controls and less intrusive previews—that I hadn't initially considered. It reinforced my passion for using empathy as a primary design tool.
However, the journey wasn't without its hurdles. The recruitment phase proved to be the most challenging aspect, as coordinating international participants and convincing them to share their honest experiences required intense organization and persistence. Overcoming these logistical barriers was a vital lesson in the reality of high-level qualitative research.
For a deeper look into the data and detailed findings, you can browse the full presentation below (ES)