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Redesigning the D23 Gold Member registration experience

D23: The Official Disney Fan Club has migrated all membership sales, renewals, and account management off of to This enables D23 to have full control over the Guest journey, from discovery to purchase.  Our project goal is to develop an overarching website strategy that integrates member registration and re-invisions the look and feel of to reflect the Disney brand and product standard.


  • Membership sign-up process is confusing and requires many steps which can be a deterrence to users trying to complete their registration.

  • Cannot renew international memberships


  • Educate non-members about what D23 is

  • Reduce the friction of membership sign-up

  • Improve the conversion funnel

  • Align with subscription best practices

  • Provide easier access to membership data by creating a scalable membership dashboard


  • Potential D23 members and D23 General Members

  • Current D23 Gold and Gold Family members

  • Disney fans unaware of D23 Expo or the Fan Club


  • UX Designer / Researcher

How did we make this?

  • Figma

  • Sketch


Prior user journey pain points:

We conducted several user tests on current non-members and asked them to perform the task of buying D23 Expo tickets using their Gold Member discount.

In order to do this, they had to sign up to become a D23 member. We noted each of their steps throughout the process and averaged out their overall emotional experience during the transaction process.

Survey results:

We analyzed the results of our annual Member survey.
Total sample: roughly 10,000 members:
  • 3,500 Gold Members
  • 3,800 General Members
  • 3,500 non-members)
Some key takeaways:
  • General members skew a bit younger than Gold / Gold Family members (Largest General age range 25-34; largest Gold age range 45-54)

  • Top reasons Gold/GF members joined D23 are publications, events, and discounts

  • ~45% of members are engaged with at least one other TWDC program (Disney Rewards Visa, DMR Member, Parks AP holder, WD Shareholder, DVC Member, etc.)

  • Members have an overall positive opinion of their D23 membership

  • Top reasons Gold/GF members originally joined D23 are the publications and events

  • Gold/GF members are most satisfied with the publication, gift, and digital content

  • Members are most interested in Parks and Walt Disney / Disney History

  • Gold Members visit for Events info, while General Members visit for News

  • ~80% of members who use social media follow D23 on 1+ platform

  • There is still room to grow knowledge of paid benefits among general members

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Competitive Analysis

Other subscription websites:

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User Personas


User Flows

Non-member to Gold:
General Member to Gold:
Gold Member dashboard:
Gold Member cancellation:

Style Guide

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Mock Ups

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