Disney Plus: Writing a Better Sign-Up Experience for iPhone

Unsolicited redesign of Disney Plus’ sign-up process by  Desirel Lawrence

Unsolicited redesign of Disney Plus’ sign-up process by Desirel Lawrence

Part 1: The Challenge

Background

Disney+ is the on-demand, subscription streaming service that's home to movies, series and originals from Disney, Pixar, Marvel, Star Wars and National Geographic.

Problem

Users need a way to sign up to Disney+ that’s more benefit-driven and helpful at each step. If the sign-up process isn’t clear, concise and useful, it could cause friction and result in drop-off.

Solution

I believe that communicating exactly what users need to know –– no more, no less –– will improve the sign-up experience.

If this were a real project, I’d know my hypothesis and solution to be true if the drop-off rate reduced and the number of subscribers increased.

Scope

While I did the entire redesign myself, I've only detailed my process for writing the UI text. Mockups were created for iPhone 12 Pro Max.

Roles

  • UX writing

  • Interaction design

  • Visual design

Tools

  • Sketch

  • Pixelmator Pro

  • Keynote

Copyright

Photos included in my design are copyrights of Disney.

 

Part 2: The Process

Screen 1

disney-plus-screen-1-before.png
disney-plus-screen-1-after.png

What I did

  • Wrote a short, benefit-driven tagline and description of Disney+

  • Wrote and designed carousel screens to communicate the benefits of Disney+ with as few words as possible (see Part 3 to view this in action)

  • Added an aqua button for the primary CTAs since it’s the main color in the Disney+ logo and stands out better on dark backgrounds

  • Added the secondary CTA below the button. To improve recognition on all screens, I placed all secondary CTAs throughout the sign-up process in the same location and made them the same color and size.

Screen 2

disney-plus-screen-2-before.png
disney-plus-screen-2-after.png

What I did

  • Added a back button and label that’s consistent with iOS’ design to create a more familiar and comfortable interface during sign up

  • Added the Disney+ logo and email label, so users remember what they’re signing up for and what they need to enter

  • Simplified the button text

  • Edited legal text to be more concise since Apple’s Human Interface Guidelines recommend not showing in-app licensing agreements and disclaimers

Screen 3

What I did

  • Added a back button and label that’s consistent with iOS’ design to create a more familiar and comfortable interface during sign up

  • Added the Disney+ logo and password label, so users remember what they’re signing up for and what they need to enter

  • Edited microcopy to be more efficient

  • Wrote button text to indicate what happens next

Screen 4

What I did

  • Wrote instruction text

  • Wrote plan details. The payment information is outlined in the Apple Pay pop-up screen that appears when tapping the button (see Part 3 to view this in action).

  • Wrote button text

Screen 5

What I did

  • Reintroduced the tagline that I created on the first screen to welcome users to the best stories

  • Added glyphs from Apple’s SF Symbols that appear on the home screen tab bar (screen 6)

  • Wrote benefits to introduce the home screen tab bar

  • Wrote text for the primary CTA and secondary CTA

Screen 6

What I did

  • Added SF Symbols to the tab bar because these glyphs seamlessly integrate with the San Francisco font to convey a unified design language

  • Wrote labels to provide additional context since glyphs without labels are often misunderstood and cause friction

 

Part 3: The Solution

I combined all of the above screens into a video prototype to illustrate the improved sign-up flow in action. Though not detailed herein, the UI copy also provided direction for the interaction and visual design.

 

Final Thoughts

Since the sign-up screens are the first interaction users have with the Disney+ app, choosing the right words is critical to reducing drop-off. By starting with benefits and reducing friction on every screen with clear, concise and useful words, users are presented with a better sign-up experience.

Desirel Lawrence

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https://dclawrence.com
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