Year
2024

Upsell UXR

How important is iconography when upselling subscribers?

Year
2024

Role
Lead Designer

Target Platform
10-foot UI, Mobile, Web

Design Process

  • Research

  • dScout testing

  • Presentation

Challenge

Many Disney+ subscribers were unaware that certain ESPN+ titles required an upgraded plan. The existing upsell prompt, while present, did not sufficiently signal restricted content. Users expected content to play, leading to negative sentiment and missed revenue.

Primary pain points identified:

  • ESPN+ content appeared unlocked because thumbnails looked identical to accessible content.

  • Users clicked content expecting it to play, only to be met with an unexpected paywall.

  • Upsell prompts were easy to overlook, resulting in confusion and churn risk.

2. Hypothesis

Adding a lock icon alongside existing upsell messaging would:

  • Increase user awareness that content is restricted

  • Prevent mis-clicks and frustration

  • Improve clarity and transparency

  • Enhance likelihood of users upgrading their subscription

I believed the lock icon could serve as an immediate and universal signal for “content not available,” reducing ambiguity.

lock home.png

Research

A moderated concept test was conducted using dScout and a browser prototype.

  • 10 participants, ages 20–65

  • 15–30 minute structured sessions

  • Tested 1 upsell flow with 4 post-click screen variations

  • Evaluated both pre-click interpretation and post-click expectations

Key Questions

  • Do users understand the meaning of the lock icon?

  • Does it change their expectation of what will happen next?

  • Does the experience feel intuitive?

  • Are users less likely to expect content playback?

4. Competitive Analysis

The team reviewed lock icon usage across streaming, fitness, and shopping apps, including Peacock, Prime Video, ClassPass, MLB, and wellness applications.
Insights showed:

  • Many platforms use the lock as a badge-style indicator

  • Some pair it with labels or prompts for clarity

  • Icons alone are ambiguous without context

This aligned with industry guidance: icons must be paired with text to avoid misinterpretation.

Result

1. Users understood the lock icon as a barrier to content

Most participants associated the lock with:

  • “Barrier to content”

  • “Behind a paywall”

2. The lock icon improved clarity but needed stronger pairing

Users said the icon clarified the upsell, but only when paired with text.
A lock alone was not strong enough to fully shift expectations.

3. Users expected a plan change screen, not an immediate paywall

When clicking locked content, participants anticipated:

  • A clear message

  • An explanation of available plans

  • Pricing breakdowns

  • A guided path to upgrade

Sudden paywalls felt abrupt compared to their expectations.

Takeaways

Based on qualitative insights, I proposed three design updates:

1. Pair the Lock Icon With Existing Upsell Prompt

Maintain current messaging but add the icon for immediate recognition.

2. Integrate Lock Icon and Prompt Into the CTA

Embedding the icon directly inside the call-to-action creates a stronger, unified signal and reduces ambiguity.

3. Adopt the Multi-Plan Interstitial

A redesigned interstitial offering clear plan info will:

  • Better match user expectations

  • Improve transparency

  • Reduce frustration and bounce

  • Provide a more guided upgrade path

“It [upsell prompt] needs to be larger or have a lock on it or else people would get upset thinking they could watch”

— Ellie H. (User testing)

Back to Work