disney+
Profile Creation
As a senior product designer on the Disney+ Growth team (from Feb 2019 - Sept 2022) I worked on acquisition and conversion features across 10+ platforms. Since launching in November 2019 we have brought in over 100M subscribers.
In the months prior to the launch of Disney+ I worked on the profile onboarding for a new user as well as the create and edit profile flow for users post sign up. Upon joining the Growth team I was able to dive into the profile flow that had already existed and was able to push for, test and implement an improved user flow by launch. The screens you see below are ones that were proposed by another team before I joined. In this flow the user has completed the account creation and billing and is given the option to create multiple profiles on one screen. In user testing sessions we found this flow to have usability issues specifically around messaging. By allowing users to create multiple profiles at once we couldn’t walk them through the flow and explain to the user what kind of profile they were creating (whether it was a primary profile, a general audience or kids profile) and what the difference between those was.
*I am sharing the mobile flows but we tested and implemented new flows across mobile, web and TV platforms
Below you will see the proposed changes we made to the flow. We decided to take the user step by step through creating a profile. The first screen the user lands on is the avatar selection screen. In the previous flow this step was not featured prominently. When we tested it as the first step in the flow users were delighted. Especially parents who wanted to take the time with their kids to find their favorite characters. This screen is also important as it is the users first look into the breadth of content we provide on the service. I worked with brand teams to curate the selection of avatars we would choose for launch and we ran a serious of tests on artistic style of the avatars as well as the diversity and categorization of the avatars.
Overall users felt that this version was more intuitive and even though it might be more steps it was clearer and therefore felt faster to the user. Users found this flow more engaging, functional and visually appealing. In this experience we are also using the same layout for the create profile screen as we are for the edit profile screen which create consistency from a users perspective but also efficiency from an engineering and design effort.
