Disney Plays

Disney Plays is a concept feature designed for Disney+ that reimagines streaming as more than passive viewing. By blending play, interaction, and storytelling, it transforms the way families and kids engage with content.
UX Case Study · Concept Project · Feature Design
OVERVIEW

Disney+ offers an extensive library of content but lacks interactive experiences that engage children and families beyond passive viewing. Parents often seek ways to balance screen time with meaningful, playful activities. The challenge was to design a feature that gamifies streaming into an engaging, social, and educational experience while staying true to Disney’s storytelling magic.

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Roles & Responsibilities
  • Conducted user research & on-site study with parents and a child (age 3)
  • Created personas and user flows
  • Designed wireframes, UI kit, and high-fidelity mockups
  • Developed task flows and game categorization systems
  • Ensured consistency with Disney’s brand identity and accessibility standards

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APPROACH
  • Empathize → Interviewed parents and kids to understand screen-time habits and engagement needs.
  • Define → Identified a gap in interactive, family-oriented features within streaming platforms.
  • Ideate → Brainstormed activity-based experiences (quizzes, challenges, mini-games linked to movies).
  • Prototype → Designed wireframes and high-fidelity mockups in Figma, incorporating Disney+ branding.
  • Test → Conducted usability sessions with parents/kids, iterated to simplify navigation and highlight fun, safe features.
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KEY FEATURES/ HIGHLIGHTS
  • Disney Plays Feature Icon integrated into the Disney+ navigation
  • Character hubs: themed sections where kids can access games by character
  • Game categories tailored for age, skills, and interests
  • Educational mini-games promoting problem-solving, reading, and creativity
  • Parental controls and clear feedback loops for independent use by kids
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OUTCOME

In this project, the child was the primary user, but parents acted as guides and gatekeepers, shaping how the feature would be used and valued. This dual perspective required balancing fun, autonomy, and intuitive navigation for kids with education, safety, and control for parents. By addressing both sides, the feature not only created playful experiences for children but also reassured parents that Disney+ could support learning and family connection.

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  • Delivered a concept feature that strengthens Disney’s brand as an innovator in family-friendly entertainment
  • Proposed a way to increase engagement, retention, and acquisition for Disney+ through gamification
  • Addressed both business goals (retention, satisfaction, brand value) and user goals (fun, learning, independence)
REFLECTIONS
This project reinforced my belief in designing for families as systems, not just individuals; meaning creating experiences that consider the relationships, roles, and goals of everyone in the family. I learned how to blend research insights with brand storytelling to create a feature that is playful, educational, and strategic. It was an opportunity to stretch creativity while respecting Disney’s legacy of imagination and inclusivity.
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