Introduce mature content to Disney+
Role
Lead Designer
Platform
Mobile & Tablet (iOS, Android), Living Room (Apple TV, Android TV, Xbox, PS5), Web
Challenge
When Disney+ first launched, it only had family-friendly shows and all profiles has TV-14 rating.
With the addition of Hulu in U.S & Star in EMEA, TV-MA and R-rated content would be adding to the platform.
Our team was tasked with creating a delightful experience for our viewers, ensuring they felt informed and empowered to make an explicit decision for themselves and their families.
How might we integrate mature content into Disney+ while maintaining the Disney brand?
Our goal is to safeguard our brand's value and ensure our audience is informed to make decisions for themselves and their family. Our team was tasked with creating a delightful experience for our viewers, ensuring they felt informed and empowered to make an explicit decision for themselves and their families.
DESIgn
Step 1
Update Profile Info once app launches.
Step 2
Introduce the new catalog to the viewers by motions; it would be also added into the brand tiles on Homepage.
Step 3
Set content setting
Provide a binary option to the viewers by displaying the differences between “Full Catalog” and “Not Now”
Step 4
Set Profile PIN & Create Secondary Profile
After the viewers have chosen the “Full Catalog”, they would be asked if they want to create a profile pin and add a new profile.
USER TESTING
“The more choices a person has, the longer it takes to choose.” - Hick’s Law
During the design process, we created multiple design solutions and collaborated with UXR team to test the concepts. Even though the users want granular controls, it created more confusion and cognitive load to make the decision. The users preferred having something more simple and easy to understand.
Results
~96% of the accounts had at least 1 profile set to maximum rating.
People have an overall positive sentiment that more mature content is adding to the service.