Nice choice! I’m excited to tell you more about my work at Disney Streaming. Here are just a few examples of what I’ve worked on while defining and honing the voice for Disney’s platforms, including Hulu, Disney+, ESPN+, and Star+.
ad tiers on disney+
Shortly after I joined Disney Streaming, I joined the effort to launch new ad tiers on Disney+. I served as lead content strategist from the projects inception to its eventual launch, creating a copy and content approach that is used across Disney’s platforms to create a compelling narrative.
In the months following its launch, Disney+ had been an ad free platform, so the content required a careful touch to not only educate new users about what each tier contained, but also to inform the current userbase of the upcoming changes.
Collaboration with design, user research, and product marketing was key to making sure the messaging was clear, cohesive, and inviting.
profile creation
As Disney+ expanded, there was a need to collect demographic data for new and existing users. Testing only confirmed our instincts, that subscribers to Disney platforms were concerned about privacy, and were reluctant to share too much personal info online.
Close collaboration with our user experience research team ensured that the language we used made the user comfortable, and the information we requested did not overstep their boundaries.
Following that, I also reached out to an outside consulting group to evaluate our inclusivity and make sure our language around demographics takes the experiences of our diverse userbase into account.
exclusive streaming merch
In a collaboration with shopDisney, I wrote the UX copy to create a new Shop section of Disney+. Used for high profile properties like Star Wars, Marvel, and Indiana Jones, the copy resulted in a high level of crossover for users looking for for items related to the shows and films they’ve been watching.
The launch of exclusive Indiana Jones merch was even covered by Variety.
hulu vertical navigation
As one of the main strategists involved in brand and product identity for Disney Streaming, I was often brought onto projects to craft copy to explain new features to users while remaining true to the voice of the specific platform.
While Disney has much more of a classic feel, my work with Hulu allowed me to inject a bit of personality into what otherwise might be a dry bit of instructional copy. When the platform’s navigation moved, it was a chance to let everyone know how to navigate the new layout, as well as reinforce the brand’s friendly, conversational voice.
itching for even more enchantment?
Check out even more of my Disney work on the parks, experiences, and products side of the business.