Hey Disney Product Bundle

Overview

Solution

I designed the page subscription first: it leads with Hey Disney as a digital purchase and uses it as the on-ramp to the physical bundle. Below the hero, the page changes based on what the customer already owns.

Purchase and Learn, All in One Page

A page where the customer can both learn and act. They can quickly understand the value of a Hey Disney subscription, purchase related products, and then learn how to use it, all without leaving the page.

Impact

The page launched toward the end of 2023. Hey Disney brought in 7,000 subscriptions in 2023 and 16,000 in 2024. Along with the Alexa Bundle Subscription, it helped the team hit its goal of 123,000 combined device and subscription sales by the end of 2024, a more than 50% increase over 2023.

Design Process

Background

Because of the Disney partnership, this couldn't be a normal Amazon product page. It needed storytelling that met Disney's standards, everything required to make a purchase, and enough how-to content to serve as the program's information hub, all tailored to what each customer already owned.

Constraints

1. An existing design system, but no matching pattern

   No pattern existed for bundling a digital subscription with physical products, so I created one within Amazon's design system.

2. Entitlement had to drive the layout

   Customers with Kids+, with Hey Disney, or with neither each needed a different version of the page.

3. Legal and child-directed requirements

   Hey Disney is aimed at kids, so legal review shaped what the page could say and how.

4. A partner requirement to lead with video

   Disney required the page to open with its promotional video.

Design Principles

I put brand storytelling first and the buy box right below it, because the page had to sell the partnership as much as the product. A single-column layout let it scale from mobile to web without a redesign.

Key Decisions

01

Page order changed based on entitlement

First-time customers saw an introduction and the subscription offer. Customers who already had the skill skipped straight to the physical bundle.

Pros

• Relevance: Customers only saw the parts of the page that applied to them, so someone who already owned Hey Disney wasn't stuck scrolling past a subscription pitch.

Cons

• More states to design and test: Reordering by entitlement meant designing and QAing multiple page layouts instead of one.

Not entitled

Entitled

02

Called out each product in the bundle

I broke the bundle into its parts (stand, Echo Show 5 and skill), each with its own price and rating, so customers could see exactly what it was worth.

Pros

• Builds trust: Showing the price and rating of each individual item let customers verify the bundle's value themselves instead of taking the discount on faith.

Cons

• Adds visual weight: Breaking the bundle into individual product cards took up more vertical space than a single bundle listing would have.

03

One layout, not a separate mobile design

A single vertical layout works at both 1280px web and 390px mobile, where most traffic came from. The six-feature showcase is a grid on web and a swipeable carousel on mobile.

Pros

• One layout to maintain: A single vertical structure meant no separate mobile redesign, so future updates only had to happen once.

Cons

• Carousel content is easy to miss: Only one feature card is visible at a time on mobile, so customers may not realize there are six to swipe through.

Final Design

Core User Experience

WebMobile