Unifying & Expanding ESPN’s Commerce Experience on Web
Designing a scalable platform to support ESPN’s latest streaming offerings
Role: Senior Product Designer - Web Platform & some contributions to iOS mobile app
Team: 3 ESPN designers, Disney Streaming and ESPN Product, Design, and Engineering Partners
Launch: August 2024 (phase 1) & August 2025 (phase 2)
Background
ESPN has been expanding its direct-to-consumer offerings. To support this growth, the business first focused on unifying its backend commerce platform with Disney+. This effort encompassed a purchase flow overhaul, a new account management portal, and the creation of a scalable design solution tailored specifically to ESPN.
My role was to lead design for ESPN’s web platform, owning all web commerce flows as well as off-device purchase experiences that routed to web, including living room and mobile app purchases. I partnered closely with product and engineering to deliver a responsive, scalable solution that integrated seamlessly with Disney+ while preserving ESPN’s distinct product needs and brand considerations.
This first phase spanned nine months and included initiatives such as PPV purchases, off-device purchase flows, account hold scenarios, and upgrade and cancellation experiences. The initial release launched in August 2024, establishing the foundation for ESPN’s future commerce scalability.
Building on this foundation, the second phase focused on expanding ESPN’s streaming offerings and evolving the commerce experience to support growth. This included refining the brand experience across web commerce, introducing new subscription options and add-ons, and extending the platform to support expanded offerings such as ESPN Select and ESPN Unlimited. I continued to lead web design and off-device web flows, ensuring new offerings could be easily discovered, purchased, and managed across devices while maintaining consistency, scalability, and brand clarity.
To view the latest experience in production, use this link and start by selecting Browse Plans. Creating a Disney account will allow you to explore the full end-to-end purchase and account management flow.