Disney UX Research

Disney is one of the world’s most iconic entertainment brands, offering global audiences a portfolio of streaming platforms including Disney+, Star+, and ESPN+. For this project, our focus was on improving subscription performance in key Latin American markets.

In late 2021, Disney engaged me and my team at Appnovation to investigate why subscription conversion rates for Disney+ and Star+ in Brazil and Mexico were underperforming expectations. I led a cross-functional effort that combined deep UX research with feature prioritization—culminating in a series of actionable design improvements that boosted clarity, brand engagement, and user trust. This work informed both short-term product updates and long-term strategy.

• Identify UX and content friction points contributing to low conversion in LATAM markets • Understand how users navigate the Disney+ experience and compare it with competitors • Uncover behavioral signals and expectations related to trust, brand recognition, and value perception • Provide actionable recommendations backed by data to support product and design teams

• LATAM users expected content variety and pricing clarity but encountered brand and navigation confusion • Disney+ and Star+ were often perceived as indistinct or overlapping services • Users lacked confidence in understanding what they were getting, especially across offers and tiers • Internal teams needed a shared research framework to prioritize features quickly

Research Methodology I directed a comprehensive three-phase, mixed-method research initiative to deeply understand user behaviors, expectations, and pain points in the subscription journey: Phase 1: Competitive Analysis We conducted a thorough competitive audit of 5 major streaming platforms, including HBO Max and Prime Video. This analysis provided valuable insights into industry standards, best practices, and potential differentiation opportunities for Disney's platforms. Phase 2: In-Depth User Interviews Our team facilitated 40 in-depth interviews with both prospective and current streaming users in Brazil and Mexico. These conversations revealed critical insights about local expectations, cultural nuances in content consumption, and specific barriers to subscription conversion. Phase 3: Prototype Testing We conducted extensive prototype testing with 100 users through both moderated and unmoderated sessions. This testing phase allowed us to measure comprehension, trust levels, and purchase intent across different design iterations, helping validate our proposed solutions.

Key Findings Findability Issues Users struggled to locate content across the Disney+ and Star+ platforms, creating confusion about which service contained their desired entertainment options. Navigation patterns didn't align with local user expectations, contributing to abandonment during the subscription process. Brand Awareness Challenges While Disney enjoys strong brand recognition globally, the relationship between Disney+ and Star+ was unclear to LATAM users. Many perceived them as overlapping or redundant services rather than complementary offerings with distinct content catalogs. Clarity Concerns Pricing structures, subscription tiers, and bundle options lacked sufficient clarity. Users expressed low confidence in understanding what exactly they would receive with each option, creating hesitation at critical conversion points. Solutions & Deliverables Redesigned Offer Comparison We created a completely redesigned offer comparison component that clearly articulated the value proposition of each service and bundle option. This redesign outperformed the original in both moderated and unmoderated tests, significantly improving user comprehension and purchase intent. RICE-Prioritized Feature Roadmap Using the RICE framework (Reach, Impact, Confidence, Effort), we prioritized feature improvements to create a strategic implementation roadmap. This approach highlighted high-value, low-effort optimizations that could deliver quick wins while building toward more comprehensive solutions. Comprehensive Documentation We delivered a comprehensive suite of documentation, including: • Detailed research findings with supporting evidence and user quotes • Wireframes and prototypes for recommended UI improvements • Implementation guidelines for design and development teams • An internal research playbook that continues to be referenced across Appnovation's streaming vertical Results & Impact Our research-driven approach delivered significant value to Disney's streaming initiatives in Latin America: • Identified 3 core UX themes driving low conversion: Findability, Brand Awareness, and Clarity • Created a redesigned offer comparison component that outperformed the original in both moderated and unmoderated tests • Prioritized features using the RICE framework, with the top-ranked improvements offering high confidence and low effort-to-impact ratio • Delivered a comprehensive roadmap with immediate and scalable product enhancements • Produced an internal research playbook still referenced across Appnovation's streaming vertical Conclusion This project exemplifies how targeted UX research can uncover critical conversion barriers and inform strategic product improvements. By combining rigorous methodology with actionable insights, we helped Disney address specific challenges in their LATAM markets while establishing a framework for ongoing optimization. The work not only solved immediate conversion issues but also contributed to Disney's longer-term strategy for market penetration in Latin America, demonstrating the value of user-centered design in driving business outcomes.