Year
2024

Upsell UXR

How important is iconography when upselling subscribers?

Devices
10ft-UI

lock home.png

Result

Introducing a lock icon into Disney+’s upsell flow improved user understanding that content outside of their plan requires an upgrade. User testing validated that while the lock icon adds clarity, its effectiveness depends on proper pairing with text and improved transparency in post-click experiences.

Takeaways

The lock icon increased user clarity but must be paired with text.

  1. Upsell cues need greater visual differentiation to prevent users from expecting playback.

  2. Plan change flows feel more intuitive than abrupt paywalls.

  3. Consistency across entry points is essential to avoid mixed interpretation

Approach

I moderated a concept test using dScout and a browser prototype.

  • 10 participants, ages 20–65

  • 15–30 minute structured sessions

  • Tested 1 upsell flow with 4 post-click screen variations

Evaluated both pre-click interpretation and post-click expectations

“It [upsell prompt] needs to be larger or have a lock on it or else people would get upset thinking they could watch”

— Ellie H. (User testing)

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