Result

The ESPN Flagship integration modernized the entire commerce experience across Disney+ and Hulu.

By addressing user confusion, improving transparency, and aligning the UI with seasonal behavior and business goals, the team delivered a flexible, extensible system that drives both user satisfaction and revenue growth.

Higher Conversion Rates: Bundle-focused merchandising significantly outperformed retail benchmarks.

Stronger Bundle Mix: Notable increases in Duo, Max, and Flagship bundle selection; meaningful reduction in standalone plan take rate.
Improved User Clarity: Reduced confusion around ESPN access and simplified upgrade decision-making.
Scalable Design: Introduced merchandising and plan-select patterns capable of supporting future bundles and global expansion.

Takeaways

Approach

Find Your Fandom
Help users quickly identify the plan that unlocks their preferred sports content through clearer merchandising and simplified plan comparison.
Embrace Seasonality
Support predictable behavioral patterns—upgrading during major sports windows, pausing post-season—via flexible subscription controls.
A Bigger, Better Basket
Enable users to organically add bundles and add-ons to their cart with real-time savings, increasing transparency and perceived value.
Global Marketplace Foundation
Build scalable patterns for future plan variations and international launches.

“I synthesized viewer insights, designing acquisition and upgrade flows, evolving merchandising patterns, and ensuring the experience could scale.”

— Darren Weik

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