Creating a magical Disney retail experience across mobile, web, and physical stores.
DEFINE
Problem
There was a gap between the digital and physical stores and the Disney store app was a mobile web experience with technical limitations. Guests were experiencing navigational problems, having issues finding content they wanted, and dropping out of the checkout process due to a complex purchase flow. This had a negative impact on sales, engagement, and app store ratings.
ENVISION
Solution
Guests connect to the Disney Store on a more emotional level than other stores. Developed a new retail strategy and intuitive native mobile app, embarking guests on a magical journey both in-store and on the go. Created an optimal shopping experience that integrated simple navigation with smart search and filters, amongst other features, to increase sales and conversion.
CREATE
Results
Redefined the entire product and shopping experience for optimal consumer engagement, leading the design of a new user-centered app that increased sales, optimized conversion, and generated 5-star ratings in the app store. Designed an engaging Disney retail experience with a seamless shopping flow, bridging the gap between digital and physical stores.
Role
Led design and development of new Disney store retail experience.
Directed product strategy, research, architecture, customer journey, user experience, interaction, design, and implementation. Created and facilitated strategic design workshops and presentations to inspire collaboration and evangelize future thinking. Mentored designers and streamlined cross-departmental decisions. Partnered with executive leadership to envision and build innovative experiences.
Team
Amazing team of ~20
Executive leadership
UX and design
Product management
Business analytics
Consumer products
Retail e-commerce
Creative marketing
Engineering
CONNECT
Customer insights
Brand strategy
User research
Persona journeys
Design: Thinking
Success metrics
INNOVATE
User-centered experience
Product strategy
User experience
Information architecture
Design: UX . IxD . UI
Prototyping and engineering
ENGAGE
Visual communication
Marketing strategy
User-focused content
Interactive copywriting
Design: Visual
Creative direction
Design Process
RESEARCH
Examine user data and create a unified strategy.
EMPATHIZE
Understand what customers think, feel, do and say.
DEFINE
Analyze user pain points, wants and needs.
IDEATE
Explore creative solutions, ideas and strategies.
PROTOTYPE
Build solutions into testable models or prototypes.
TEST
Get customer feedback and evolve ideas.
Workshops
Created and led strategy and design workshops to inspire collaboration, establish unified goals, streamline decisions, and evangelize future thinking.
Product Strategy
Analyzed the results from the workshops and created a product strategy blueprint for internal alignment, incorporating business goals, problems we intended to solve, and the big idea. Strategized and developed the retail experience, product vision, positioning, brand experience, personas, user experience concepts, personalization, customization, socialization, navigation, and interaction models.
Research and Data Analysis
Worked with a large external research company for the user research around the existing experience and pain points. Closely analyzed the research findings, user data, click-through analytics, conversion rates, and navigational behavior to design a seamless shopping experience.
Personas
Developed personas based on user research and strategy workshops.
The Gift Giver
39, Married Mom . 2 kids (Girl & Boy) . Project Manager . Los Angeles, California . $75,000+ . iPhone User
Functional Benefits
The app allows me to:
Buy gifts for my kids quickly and easily
Get relevant personalized recommendations
Buy gifts for holidays and special occasions
Get exclusive in-store access for birthdays
PAIN POINTS
Issues with current app:
Complex navigation
Slow experience, too many clicks
Not finding content quickly and easily
Too much pagination
Emotional Benefits
The app makes me feel:
Efficient
Happy
Connected
Fulfilled
WANTS
Key features I want:
Smart search and filters
Large imagery and simple navigation
Quick and easy checkout
Find stores near me
Self-Expressive Benefits
The app suggests I am:
Caring
Family-Oriented
Generous
Optimistic
DISNEY PRODUCTS
Products my kids like:
My son Jonathan enjoys:
Spiderman, Avengers, Star Wars, Marvel
My daughter Melody enjoys:
Disney Princess, Frozen, Minnie
The Collector
30, Single Male . No kids . Engineer . San Francisco, California . $90,000+ . iPhone User
Functional Benefits
The app allows me to:
Buy collectibles to complete my collections
Get first access to exclusive products
Enjoy limited editions of Star Wars figures
Share my new collections on Facebook
PAIN POINTS
Issues with current app:
Confusing search and filters
Slow experience, too many clicks
Not finding content quickly and easily
Complex navigation
Emotional Benefits
The app makes me feel:
Proud
Joyful
Excited
Satisfied
WANTS
Key features I want:
Personalized recommendations
Advanced search and filters
Latest additions and new collectibles
Simple navigation and checkout
Self-Expressive Benefits
The app suggests I am:
Visionary
Clever
Enthusiastic
Creative
DISNEY PRODUCTS
Products I like:
Star Wars action figures
Marvel limited editions
Vinylmation
Tsum Tsum
The Enthusiast
41, Single Mom . 1 Daughter . Store Manager . Orlando, Florida . $80,000+ . iPhone User
Functional Benefits
The app allows me to:
Browse Disney classics
Buy gifts for myself and others
Get instant access to what’s trending
Join the D23 Fan Club
PAIN POINTS
Issues with current app:
No personalized recommendations
Complex navigation and too many clicks
Not finding content quickly and easily
Too much pagination
Emotional Benefits
The app makes me feel:
Comforted
Cheerful
Actualized
Grateful
WANTS
Key features I want:
Smart browse and search
Personalized recommendations
Simple navigation and checkout
What’s new and trending
Self-Expressive Benefits
The app suggests I am:
Charismatic
Accomplished
Passionate
Sentimental
DISNEY PRODUCTS
Products I like:
Classic movies
Re-releases with lithographs
Mickey and Friends
Disney Parks art
Customer Journey
Developed an engaging journey that aligned with customer needs, wants, and desires for a seamless shopping experience across mobile, web, and physical stores.
Mobile Architecture
Produced an optimal product and information architecture, transforming a complex infrastructure into a simple and user-friendly framework with seamless navigation.
Mobile App
Wireframe Samples
Purchase Flow Samples
Design Samples
Prototypes
Developed a series of interactive prototypes for review and testing. Integrated smart navigation and interaction models for an optimal shopping experience. This is an example prototype.
Engineering
Collaborated with product management and engineering to develop the native app in iOS and Android.
In-Store Experience
Envisioned an engaging Disney retail experience, bridging the gap between digital and physical stores. Conceptualized innovative ideas to create the future of shopping with virtual reality, augmented reality, and artificial intelligence for a magical and immersive experience.
Virtual fitting rooms
Shoppers can try on clothes and outfits in a virtual environment with live Disney-themed background videos.
Augmented experiences
Disney characters come to life in store with augmented reality glasses, creating an inspiring and immersive shopping experience for guests.
Disney-themed robots
Smart artificial intelligence robots in stores providing shoppers with a personalized shopping experience.
Brand Strategy
Excerpt from brand development
The Creator
This brand archetype is driven to turn ideas into reality.
Motto
If you can imagine it, you can create it
Personality
Innovative
Experimental
Creative
Passionate
Application
Creative brand and company
Sees the big picture
Meaningful, creative experience
Help consumers express their individuality
The Magician
This brand archetype is inspired to make dreams come true.
Motto
Everything is possible
Personality
Clever
Transformational
Visionary
Charismatic
Application
Visionary brand and company
Catalyst for change
Transformational, user-friendly experience
Help consumers expand their consciousness
Brand Promise
Create happiness through magical experiences.
Create happiness through magical experiences.
Bring home the characters you love. Experience the magic.
Bring home the characters you love. Experience the magic.
Taglines
Brand Attributes
Magical
Family-Oriented
Happy
Imaginative
High-Quality
Fun
Visual Language
Clean
Engaging
Modern
Simple
Minimal
Timeless
Results
Redefined the entire product and shopping experience for optimal consumer engagement, leading the design of a new user-centered app that increased sales, optimized conversion, and generated 5-star ratings in the app store. Designed an engaging Disney retail experience with a seamless shopping flow, bridging the gap between digital and physical stores.