Improving Subscription Commerce Through Customer Journey Design

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Disney’s digital storefront suffered from customer confusion across browsing, checkout, and membership enrollment experiences. Analytics and customer feedback revealed this contributed to high drop-off during critical conversion moments. The challenge was to simplify the experience while clarifying the program's value proposition.

My Role: Senior UX Designer (CX Strategy, Interaction Design)
Timeframe: ~1–2 months
E-COMMERCE
CX STRATEGY
CONVERSION OPTIMIZATION
UX RESEARCH
Cropped image of left half of a laptop screen, showing a SaaS dashboard of assets under review for approval, with columns for status and activity.
CUSTOMER JOURNEY DESIGN
Mapped user intent to restructure shopping behavior.
Developed journey models that clarified decision-making steps and identified key friction points, including confusion between product formats and bundled offers.
A screenshot shows complex flow diagrams.
VALUE PROP CLARITY
Improved messaging and product understanding.
Reframed promotional elements to reduce confusion and separated value-add components from core purchase flow to improve comprehension.
Collage of strategy slides from a strategy deck, a callout quote from user research, and designs for a Quick Balance screen that includes widgets for other banking insights.
PRODUCT DISCOVERY & SELECTION
Simplified e-commerce flows for product discovery and selection.
Redesigned browsing experiences to reduce cognitive load, leveraging persistent cart and live search to improve product clarity, and streamline flows across desktop and mobile.
Collage of screenshots from the design library, showing colors, font styles, and components.
CHECKOUT EXPERIENCE
Improved clarity and reduced friction across key commerce flows.
Introduced progressive disclosure, simplified form structures, and post-purchase reward offer to reduce abandonment and improve task completion.
Screenshots of multi-step UI for ACH Payment flow.
IMPACT
Transformed a fragmented subscription commerce experience into a cohesive customer journey aligned with user intent.
Reduced cart abandonment by 88% by clarifying value propositions, simplifying decision-making, and moving optional enrollment beyond the primary purchase journey.
A collage of devices, including desktop, tablet, and mobile is shown with the UI in them.
END OF EXECUTIVE SUMMARY
Extended case study available with access:
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