Oh My Disney
Personalizing Short-Form Digital Content Catalog
I led the end-to-end product design for the Oh My Disney apps, reimagining how millennials engage with Disney’s digital ecosystem. By blending a "lean-back" live TV experience with modern browsing patterns, I created a "What’s Hot" experience that prioritizes immediate immersion. Through rigorous competitive analysis and cross-functional collaboration with Ads and Brand teams, we delivered a sticky, high-retention platform that seamlessly balanced influencer-led content with native monetization.
The Strategic Challenge:
Disney faced the challenge of "choice paralysis" within its massive millennial-targeted short-form video library. My goal was to move away from static grids and create a dynamic merchandising strategy that leveraged "lean-back" behavior to drive deep engagement.
Discovery & Personalization Engine:
I architected a unique "What’s Hot" discovery interface that functioned as a live-TV experience. By utilizing automated-play signals and curated merchandising buckets, the Disney creative team transformed a broad, diverse catalog into a seamless, high-velocity content stream. This system was designed to:
Reduce Cognitive Load: Users were immediately dropped into content, removing the friction of manual search.
Balance Algorithms and Curation: I collaborated with the Brand and Ads teams to ensure that personalized recommendation systems felt organic, blending influencer partnerships with high-performing editorial content.
Designing for Scale and Systems This wasn't just a visual refresh; it was a systemic solution. I led the end-to-end design—from competitive analysis and interactive prototyping to defining the logic for native ad integration. By "sweating the details" of the transition animations and auto-play latency, I ensured the experience felt high-fidelity and premium, raising the design bar for Disney’s digital video presence.
