DISNEY+ CHATBOT

Solving business problems with Disney magic through conversational interface design

MY ROLE

Conversational Interface Design, UX, UX Research, Design Strategy

TOOLKIT

Chatfuel, Photoshop, Illustrator, Figma

TEAM

Dani Loleng - Experience Designer

Gaby Olivera - Experience Designer

Dan Ivey (me) - Experience Designer

THE PROBLEM

THE OPPORTUNITY

THE SOLUTION

The heavily anticipated global launch of the Disney+ platform was mired by technical difficulties and hacked accounts, tarnishing the experience of many users. A customer service bottleneck ensued where phone lines and live chat agents were overwhelmed, creating further frustration.

Use conversational interface to design and build a practical solution to the business problems while increasing engagement with a historically devoted fanbase and attracting potential new users. And did I mention, to inject some Disney Magic into the user experience!

The Disney+ Chatbot, which accomplishes the following:

  • Get Disney Plus users to their desired content faster 

  • Address common customer service issues in fun way

  • Retain nostalgia while pondering to recent adopters

TARGET PERSONA

  • Karen, 42: married working mom with 2 kids

  • Most tech-savvy/decision-maker in her household

  • After work just wants to relax with family, but movie selection process always wastes precious time

  • Challenging to find a film/show that whole family can agree on

CHATBOT PERSONA

  • MUSHU (from Mulan series)

  • Objective: enhance user experience with:

    • change your password

    • search titles by quotes

    • mood-based movie suggestions

TEST THE CHATBOT WITHIN THE DISNEY+ APP

USER FEEDBACK

“This [quote game] was so much fun!”

“I REALLY wish this [movie recommendation tool] was an actual thing.”

“Love the emojis...seems very Disney!”


“With songs and movies, I remember a random lyric or quote, but not the title of the song or movie its from and it bugs me!”

KPIs

  • First-contact conflict resolution

  • Conversation length (to measure time saved resolving issues)

  • Seamless interactions/dialogue with bot

  • Customer return rate (broken down by each bot feature)

NEXT STEPS

  • Include more character options in the chat bot

  • Expand with new releases​​

  • Add more fun ways to find movies/quotes 

    • “What’s that one with a spaceship, and green baby alien?”

OUR ALTERNATE ENDING TO MULAN

"Take this so the world will know what you have done for chatbots!"

TAKEAWAYS

Throughout the conception, design and building of our chatbot, I got to see first-hand the process that enables conversational interfaces to solve business problems and enhance the user experience. As the future of tech and design become increasingly intertwined with AI and automation, this skill of conversational interface design I'll surely take along with me in my career as an Experience Designer. 

CAL0

2

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