Disney UX Research

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.