Disney Streaming

Improving Content Discovery Through Micro-Interactions.

Virtual Assistant Personalization
Timeline: 12 Weeks (Q4 2022)
Platforms: TV, Desktop
Role: UX/UI Designer, UX Researcher
Tools: Figma, Adobe Creative Cloud, Blender



Disney+ Virtual Assistant aids content discovery by generating precise instructions for AI models, resulting in more accurate suggestions. Users can create a customized environment with their favorite characters and backgrounds, tailoring movie selections with micro-interactions.



Problem: Disney+ AI algorithms do not lend to intuitive content discovery.

Opportunity: How might we make content discovery more engaging?

Solution: A virtual assistant that uses micro-interactions to improve AI communication and provide content recommendations.



Disney+ Launched As A Digital Streaming Service


Disney+ launched as a digital streaming service, bringing Disney's magic into homes through one central hub and making its media more accessible. With approximately 164.2 million users, it rapidly became one of the most popular streaming services within a few years, mainly due to its impressive content library.





Initial Research Findings


64%

increase in time spent picking a show on streaming services due to more options.

78%

of people spend about an hour reading reviews and watching trailers to choose the perfect film.

500+

films, 15,000+ episodes, and 80+ Disney+ Originals available on Disney+.





Disney+ AI Algorithms Are Not Human-Centered


Artificial Intelligence (AI) algorithms have been introduced in streaming services like Disney+ to simplify content discovery. However, these algorithms are only partially user-centric. They base recommendations solely on past data rather than considering the individual's current content preferences. Since AI models for Disney+ primarily serve as a one-way channel for content recommendations, many users are left uncertain about other internal content discovery methods.




Disney’s Strength Lies In Its Exclusive + Iconic Content Library

I conducted a competitive analysis of Disney+ and its main competitors to identify their niche.



My Research Involved More Than Streaming Services


I explored popular AI tools such as ChatGPT and Midjourney. Growing concerns were expressed about AI’s growing influence.




Insights Gathered From Users Research


Communicating with AI models can be intimidating for most casual viewers. I aimed to make AI interaction easier to navigate through simplification. 





Develop A Feature For Disney+ That Enables Users To Interact With AI Models Directly To Enhance Content Discovery


After identifying the main concerns with Disney+, I focused on developing the insights I gathered into low-fi wireframes emphasizing progressive disclosure.





Practicing New Skills


I wanted to push myself creatively in this project and incorporate 3D design work to practice new skills. I chose a standard model as the base figure to streamline and standardize character rigging. The stylized aesthetic of the environment is a mix of 3D animation, 2D animation, and live-action styles to provide a compromise for all styles.



After Designing Version 1.0 Of My Feature, I Sought Feedback To Iterate.


I identified preferred patterns and potential improvements in information presentation and content discovery. In two rounds, I updated the user interface and the application's content discovery process to reflect better the feedback received.





Final Solution

Following corrections, tweaks, and fine-tuning, the final high-fidelity prototypes of Disney+ Virtual Assistant are finalized.






Personalizing Virtual Assistants To Create Familiarity During Content Discovery


Users can customize their Disney+ environment, displaying the stories and characters they love the most. This creates a sense of familiarity and comfort when navigating Disney's extensive library. 

- Companies that grow faster generate 40% more revenue from personalization than their slower-growing counterparts.





An Adaptive Survey That Alters Questions


This survey uses machine learning to adapt the questions displayed based on external factors such as weather, users' viewing history, current pop culture trends, and current moods and preferences. Adaptive questions simplify the search process, eliminating the need for text input for AI models. 

- Adaptive surveys can reduce time by 50% by quickly focusing on the most important aspects.





Flexible Methods To Efficiently Reach Targetted Content


Users can manually input their preferences into the AI models. This allows them to obtain their content quickly without completing a survey each time. They can also utilize results from the last survey, modifying only what needs to be changed. 

- 94% of users express a preference for easy navigation, considering it the most valuable aspect of their online experience.





Micro-Interactions During Content Discovery Create Magic In Simple Interactions


First and foremost, Disney is a content company, with technology playing a secondary role. Implementing micro-interactions in its application infuses the missing magic and enhances its brand.

- 71% of consumers expect companies to deliver personalized interactions. Personalization not only improves performance but also enhances customer outcomes. 





Reflection


Growing up in my immigrant household, communicating with my grandparents wasn’t always easy.
Their English wasn’t excellent, and my Vietnamese/French/Cantonese were even worse. Whether it was a children’s movie like Finding Nemo or a time-period drama, movies were the universal language that brought us together.

Future State
During my research, I found data suggesting users respected what their families, friends, and social media offered. In my next iteration, I would love to look at ways accounts could interact with one another, offering suggestions from the AI model and peers - creating a social element in content discovery.

The Importance of Iteration
With this being a semester-long project, I had plenty of time to go back and look at my work and make continuous improvements over some time. As I looked at my research, I had new moments of clarity, leading me to a final product that I am proud of.





Want To Learn More? Reach Out For More Information.








All Projects | Exponential Pathways | Insomniac | Disney Streaming