Disney - UX Research & Testing for Experience Enhancement Recommendations

Challenge

In 2021, Disney launched its Disney+ and Star+ streaming services in the Latin America region. However, initial user conversion and subscription sign ups fell short of expectations. Disney identified a need to revamp the user experience for their four subscription funnel journeys to better engage potential subscribers and improve conversion rates.

Solution

Appnovation conducted an in-depth user research and UX assessment of Disney’s subscription funnels. Over a 10-week period, our teams in North America and São Paulo collaborated to audit the existing user experience, analyze subscription data, and gather insights through both moderated and unmoderated user testing. The research identified two key areas for improvement: enhancing visual appeal by incorporating dynamic video content to evoke nostalgia and elevate current offerings, and simplifying offer comparisons through a clearer, more intuitive layout. These findings, along with strategic long-term recommendations, were compiled into a comprehensive Final Report, equipping Disney with actionable insights to optimize their subscription funnel and improve conversion rates.

Impact

Appnovation’s work exceeded Disney’s expectations, earning high praise from the Latin American team and Disney’s global headquarters. This initiative marked the first time the Latin America team presented a research study to HQ, which praised the work and is now actively evaluating next steps. By leveraging Appnovation’s insights, Disney is well-positioned to enhance their subscription funnel experience and achieve higher conversion rates.

At Appnovation, our experts craft seamless digital experiences that drive engagement and conversion for the streaming industry. We optimized Disney+ and Star+ subscription funnels in Latin America, enhancing visuals and simplifying the user journey. Discover how our digital expertise can create lasting value for your organization.