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Pricing tiers, content access, and outdated mature TV controls caused unnecessary friction and cancelations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.




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