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.
Two things came out of it. Personalisation matters more to satisfaction than people volunteer when you ask them directly, and the password sharing policy moved behaviour, not just billing. Both fed a set of suggested improvements to satisfaction and engagement.
The full deck, including the survey instrument, the interview guide and the findings, is available on request.