Disney+
Contact Alexis
Making "the Bundle" Feel Like One Home
I increased engagement and reduced friction on the new, multi-brand streaming platform by creating intuitive upgrade messaging and features for Disney+, Hulu, and ESPN+
Project Overview
Clear, balanced messaging empowered users to get more value out of their subscription & add new products to their existing service, giving users more ways to enjoy their streaming favorites with friends and family
Role & Team
Lead Content Strategist for Disney+ and Hulu collaborating with Product Design, Lifecycle Marketing, Product Strategy, Legal, and Data Analytics teams
Platforms
Disney+ and Hulu (TV, Web, Mobile), CRM touchpoints, account settings alerts and banners
Timeline & Market
Q4 2023–Q2 2025, U.S. (Hulu)
132 global markets (Disney+)
Problem Statement
User Confusion
Subscribers were frequently confused by what "The Disney Bundle" actually included and how to get the most value from it
Friction Points
Pricing tiers, content access, and outdated mature TV controls caused unnecessary friction and cancelations
Design Challenge
How might we reduce upgrade friction while communicating a clear, co-branded value proposition?
Scope & Constraints
Legal Approval
Complex eligibility requirements for regional messaging across 132 markets
Product Balance
Introduce supporting features like Extra Member and Profile Transfer in addition to bundle price increases
Support Limitations
Only a certain number of overrides for upset customers
Subscriber Complexity
Account for existing partial access and password sharing restrictions per household
Extra Member + Trio Bundle Upsell
Users & Audience
New Subscribers
Disney+ and Hulu subscribers considering Bundle upgrades
Annual Subscribers
Users on unaware of Bundle features or fresh, weekly content & new sports offerings
Families
Households with shared accounts, juggling content restrictions, diverse content preferences, and viewing needs
Mobile App Users
Mobile and TV users interact with upgrade prompts in-app
My Role & Responsibilities
Upgrade Messaging
Created copy for interstitials, account banners, and onboarding
Value Proposition
Developed detailed yet succinct copy explaining the "why" behind Bundle tiers
Collaboration
Worked with Legal, Product Strategy, and Brand teams to maintain a cohesive brand story
Content Operations
Led intake process to create flexible copy options for cross-platform use, with personalized options
Impact
28%
Increase in CTA Clicks
Following interstitial redesign
3.4%
Reduction in Support Tickets
Related to initial launch causing Bundle confusion
↑
Improved Completion Rates
Especially on TVs with payment capabilities
↑
Higher Engagement
For all cross-promoted content
Living Room Upsell Entry Points
Service Upsell
Title Upsell
Process and Approach
Discovery & Audit
Reviewed upgrade flows, collected user pain points, and identified drop-off moments
User Flow Redesign
Simplified upgrade prompts into 3 key moments: onboarding, mid-session interstitials, and lifecycle re-engagement
Messaging Strategy
Developed educational copy highlighting the "why" using a specific tone hierarchy: helpful > exciting > urgent
Cross-Platform Collaboration
Partnered with multiple teams to create a scalable copy system and update source copy in component library
Multi-Device Strategy
Key Takeaways
Trust Building
Clear upgrade messaging builds trust in a complex, multi-brand experience
Brand Balance
Co-branded experiences thrive within a healthy balance of user control, excitement, and timely promotions
Impactful UX Copy
UX & content strategy supports and extends brand value across flows, screens, support channels, etc.
Made with