04.
Subscriber IdentityDesign for discovery — reimagining merchandising patterns to surface Hulu content inside Disney+ and build toward an expansive one-app experience.
⤷ Design Lead, Hero Carousel; Moblie Platform Lead
Product Design, UX Strategy, Systems Thinking
Collaborators
⤷ Design (Discovery & Engagement, Design Systems)
UXR, Product, Engineering, Content Programming
The central challenge was contrast rather than volume. Hulu content introduced genres, tones, and maturity levels that differed from what many users expected on Disney+. The experience needed to clearly signal these differences, support informed viewing choices, and allow uninterested users to bypass the content without friction.
I owned the Hero Carousel across platforms and led the evolution of mobile merchandising set styles to support the expanded catalog. My work focused on using metadata such as content ratings, release year, and categorization to drive presentation and disclosure. I adapted existing merchandising components so they could support a wider range of content while remaining visually and behaviorally consistent with Disney+.
I worked closely with product management, engineering, research, and content partners to translate integration requirements into scalable merchandising patterns. The work was documented and implemented within the design system to support consistency and future extension.
The resulting system enabled Hulu content to coexist with Disney+ programming in a way that felt deliberate and controlled. It improved understanding of the expanded offering, protected family-oriented viewing, and established a foundation for continued catalog growth without compromising brand integrity.
Aug 2037
