don't get too excited we haven't collaborated with Netflix yet this is just to give you a hint about our fourth case study design thinking in Netflix design thinking as you've noticed over the last few case studies has application not only in the field of UI ux design but in all aspects of making a service product or an experience while previously we looked at design thinking in finance and other sectors today we turn our Focus to something we all are familiar with Netflix Netflix as we know it today is an online streaming service with a market capitalization at around $74 billion but it didn't start the same [Music] you still don't have Netflix Netflix is the best because it shows up in my mail and then no late fees go online and make a list of the movies you want from over 70,000 titles and get your first DVDs in the mail in about one business day from over 40 shipping centers all around the country first thing we say when we walk in the doors did you check the mail is there a movie in there keep them as long as you want no late fees return one in a prepaid envelope and Netflix automatically sends you another from your list Netflix the DVDs you want now from only $4.99 a mon go online to netflix.com to start your free it began in 1997 as a DVD rental service that delivered the rented DVDs to your doorstep in 2007 they began online streaming and changed their business alog together so how did Netflix Implement design thinking understanding if anyone wanted to watch a movie during the 1990s they had to either go to the theater or rent DVDs for movies that were out of the theater Reed Hastings CEO of Netflix and Mark Randolf empathized with people who rented DVDs and were charged enormous fees when late and generally a non-customer Friendly Market he recognized the need for a more customer friendly and convenient alternative and set up Netflix ideation they began by having an online directory for DVDs which when rented online would be delivered to their doorstep later they started a monthly subscription model which cut the cost of having to pay for every single DVD and late fees as the internet started to grow Netflix tuned itself into online video streaming providing comfort and convenience at low prices they started building an online directory for media and began with a subscription model where many movies movies and shows were available this eliminated the hassle of renting single physical DVDs having it delivered and the magnitude of time it took to watch a single movie with online streaming you could watch the movie instantly and on any device if we look at the current ux UI design we see that Netflix has many features that aim at helping you pick a show to watch the landing page of the website showcases many shows in a card format each show has a rectangle and when hovered over opens a wider rectangle which gives you more information about the show and begins to play a clip from the show instantly revealing what the show is about after which you decide whether to watch it or not Netflix also has a liking system which shows recommendations to you based on the shows you've watched and liked instantly recommending you shows you might enjoy these features efficiently cut down the time you take to decide on the show you want to watch prototyping Netflix tested its features on beta users beta users are people who receive new features on their accounts first and their usage gives data to the company this data helps the company in understanding if a new feature is helpful to the users or not Netflix and design thinking from renting out DVDs to now streaming the latest of movies and web series Netflix has got it all the sheer idea of using internet to the fullest and keeping the end user in mind has made Netflix what it is today having such a diverse easy to use and personalized interface translates into users staying loyal to your service like share and subscribe if you enjoyed this for more case studies on design thinking check out the description Netflix used design thinking to bring to you a theater-like experience at home learn what you can do with it [Music] [Applause] [Music] what