01.
Shop Disney+Breaking the fourth wall—partnering across the Disney ecosystem to design commerce that turned emotional connection into ownership and subscriber value.
Product Design, Art Direction
Collaborators⤷ Design (Disney+ Growth, and ShopDisney)
UXR, Product, Engineering, Legal, Marketing
I led design of the in-app retail experience, defining the placement, visual treatment, and transition from the Disney+ app to the official Disney store, ShopDisney. In partnership with the in-service creative team, I established the visual language for the pilot and collaborated on-set with photographers to ensure the imagery supported both storytelling and retail intent. With each platform playing to its strengths, Disney+ served as the discovery layer while ShopDisney supported product browsing and purchase completion. The Shop Tab was designed as a modular framework capable of surfacing across contexts and evolving over time.
The five-week pilot validated the approach and established the Shop Tab as a durable activation model rather than a one-off feature. Since launch, the Shop Tab has been reused and extended across dozens of franchise moments, expanded internationally, and adapted to support external partnerships. The first of these collaborations, with Taylor Swift, launched alongside the release of The Eras Tour film on Disney+, demonstrating the flexibility of the Shop Tab to support partners beyond the Disney ecosystem and respond to major cultural moments.
Thank you to a superstar cast of Disney Magic and partnership: Crx Chai, Reed Korn, Alisara Tareekes, Mindy Johnson, Quinn Killick, Michael Bourne, Chelsea Solomita, Doron Gora, Esha Bhalla, John Cabral, Zach O’Neal, Hanna Park, Afsoun Yazdian, and Scott Andres.
