Disney+
Contact Alexis
365 Days of Disney+: Subscriber Retention Strategy
Building an intuitive, "always-on" member experience through content discovery & personalization
My Role & Responsibilities
UX Copy Leadership
Led UX copy across multi-touch subscriber lifecycle campaigns
Messaging Strategy
Designed messaging for discovery, nostalgia, and weekly habits
Content Planning
Created seasonal, time-sensitive content opportunities and tested engagement tactics
Cross-Team Collaboration
Worked with CRM, Product Design, and Motion teams to align tone and narrative
Turning subscribers into superfans one personalized moment at a time
Campaign Themes
Disney Today, Yearly Wrapped, One Year Anniversary & Park Countdown
Global Content
Short-form, adaptable copy across platforms for global, localized use
A/B Testing
Subject lines, tone, and CTA testing that keeps brand identity across diverse franchises
Team Collabs & Constraints
Working within CRM constraints with Motion, Artwork, Product, and Support teams
The Challenge: One-Time Viewers
With most users juggling 3 or more streaming subscriptions, Disney+ has to earn its place month after month. Early retention is a challenge: while acquisition numbers remain strong, many new users join Disney+ for a single franchise – like Star Wars or Marvel – and rarely explore other streaming content beyond it.
For 3 years, I've lead UX copy strategy for a cross-channel messaging framework designed to drive daily and seasonal engagement. This evergreen campaign positions Disney+ not just as a place to watch—but as an experience users will look forward to every day.
Content Overwhelm
Disney+ has a vast content library, but new users often don't realize what's available beyond the Disney classics. Most people also have 3+ subscriptions already
Early Churn
Users typically cancel their subscription after watching a single title or series they specifically subscribed for
Engagement Gap
How might we turn one-time viewers into long-term subscribers with storytelling, personalization, and habit-building?
Monthly Messaging Framework
This campaign involved creating copy and visuals that could adapt to different layouts across various platforms, including email, MyDisney Wallet, push notifications, and TV interfaces.
The challenge was to communicate The Walt Disney Company's ubiquitous value proposition while appealing to fans of distinct franchises.
Week 1
"Coming soon" previews with add to watchlist banners
Week 2
Push notifications featuring nostalgic trailers and clips
Week 3
In-app takeover of Disney Park celebrations
Week 4
Monthly recap email with personalized playlists
Days 8-30 Retention Strategy
Yearly Wrapped 360 Experience
Outcomes & Key Takeaways
15%
Engagement Lift
Increase in 30-day engagement for new subscribers
22%
Higher CTR
Improved click-throughs on curated collection modules
30%
Watchlist Growth
More add to watchlist actions via discovery notifications

Retention isn't just about features—it's about forming emotional habits.
Personalized storytelling increases perceived value, and multi-device UX writing creates a scalable ecosystem of moments across all touchpoints.
Research & Content Audit
Identify Exit Points
Mapped top drop-offs within the first 30 days of subscription and full 365 days
Content Audit
Identified under-marketed and age-specific content by genre and theme
User Feedback
Surveyed users about "content fatigue" and decision friction
Creating Long-Term Fans Through Storytelling
Through strategic UX writing and storytelling, I helped Disney+ create an ongoing content journey that encourages discovery, nostalgia, and personalized engagement—helping turn short-term viewers into long-term fans.
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