Disney first announced This month that it is going all in on streaming media.
As part of this new strategy, the company is undergoing a major restructuring of its media and entertainment business, which will focus on productions debuting its streaming and broadcast services.
This would include merging the company’s media business, advertising and distribution, and the Disney + division so that they would now operate under the same business unit.
As reported by ClearTips’s Jonathan Shiber, Disney’s announcement follows a significant change in its release schedule to address new realities, including a sloppy theatrical release business; Production issues; And the unsuccessful success of its Disney + streaming service – all-cause or accelerated by national failure to effectively address the COVID-19 epidemic.
So what better time than now to give the Disney + Extra Crunch user experience tearing treatment. With the help of built for Mars founder and UX expert Peter Ramsey, we uncover some things in which Disney + gets it right and things that need to be fixed. They are zero distracted when signing “the power of sinuses,” and the importance of design for touchpad, mouse, and touch outside of native applications.
Zero distraction while signing up
If the user is trying to accomplish very specific tasks – such as paying – do not distract them. They are experiencing event-driven behavior.
Victory: Disney has almost completely removed any deflection while signing up. This includes headers and footers. They want you to stay on task.
Steve O’Hear: It seems like a pretty easy win, but one that we don’t see as often as we probably should. Am I right that most sign-up flows are not free from this distraction and why do you think so?
Peter Ramsey: Yes, this is such an easy win. Sometimes you see a sign-up screen that has Google AdWords on it, and I think, “You’re distracting and distracting the user, what’s half the money?” If I had to guess why more companies don’t use this technology, it’s probably just because they don’t want to deal with the technical hassle of hiding a bunch of elements.
Use percentages only when it makes sense. 80% off sounds a lot, but 3% is not. A percentage discount can be a great way to create something that is actually larger than it is, but sometimes it can have the opposite effect. The reason for this is that people are generally poor at correctly estimating discounts. “What’s 13% off £ 78?”
Failing: If you sign up for one year of Disney +, you are offered 16% free. But 16% is not easy to calculate in your head – so people speculate. And sometimes, their estimates may be less than the actual value of the discount.
Tay: In this example, it would be far more compelling (and would require less mental arithmetic), if it were marketed as “free for 60 days”. Sixty Days is both easy to understand and providing value.
Percentages can be difficult to process or evaluate in isolation as an end user but they are easy to compare with each other i.e., we all know that a discount of 25% is better than 10%. Are you not advocating observing actual savings in favor of better listening on a case-by-case basis and therefore actually working against the end user? Of course, I am playing the role of devils, I do some advocacy here.
So, this is actually a very complicated dilemma, and there is no “easy” answer to it – it would probably make a fantastic conversation at dinner time. Yes, if you are giving two discounts, the easiest way might be for the percentage of people to compare them.