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Amazon outdoes Netflix in UX thanks to Fire TV

Amazon beats Netflix to the punch.

For people who stream TV shows and movies via Netflix on their TV screens, there is the constant annoyance of searching for a program with the TV remote.

Sure, Netflix algorithms try to anticipate what viewers want, but these algorithms are often incorrect. Thus time and frustration are spent on scrolling and clicking one letter at a time on an alphabet grid.

I have often wondered why Netflix doesn’t do something about this.

Guess what? Amazon beat Netflix to the punch.

Jeff Bezos has announced Amazon’s Fire TV – “a tiny box that plugs into your HDTV” and “has voice search that actually works.”

Yes, that is an innovation that makes people think “Why didn’t Netflix introduce this long ago?” After all, voice activated computers exist. What was the holdup in Netflix’s UX – user experience – engineering?

Bottom line? I just listened to a presentation about UX – and a speaker made the point that everyone in a company has to be committed to constantly improving the user experience. If not, the user experience may get overlooked.

Netflix is facing more and more competition. Wouldn’t it have been smart not to allow Amazon to innovate first on this important aspect of the user experience?

As I have said before, Amazon is the 800-pound gorilla in the room. All companies need to keep their eyes trained on which territory this gorilla will invade next.

© 2014 Miller Mosaic LLC

Phyllis Zimbler Miller has an M.B.A. from The Wharton School and is a digital marketer and online content creator.

Learn more about her on LinkedIn at

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