Plan Builder

A guided experience that helps users navigate bundles and choose the plan that fits their needs.

Company

Disney+

Scope

0-1 digital experience design

Role & Contributions

UX, UI, Experimentation

Timeline

Sep 2024 - Feb 2025

Context

As Disney+ expanded its bundle offerings, plan selection became increasingly complex. Users were asked to evaluate multiple services, pricing options, and add-ons all at once, creating friction in a critical conversion moment.

Approach

Rather than continuing to expand a single, dense experience, I explored a modular, step-by-step flow that breaks decisions into smaller, more manageable steps.

This approach was designed to:
• reduce cognitive load by guiding users through decisions
• support flexible bundle and add-on configurations
• scale with ongoing experimentation and merchandising needs

Outcome

Established a scalable foundation for plan selection, enabling more flexible bundle configuration and continued experimentation within the sign-up flow.

Early testing revealed meaningful shifts in plan selection behavior, helping inform future iterations toward bundle-first experiences.