Creating a magical Disney retail experience across mobile, web, and physical stores.
Goals
What are the business goals?
•Highlight what is unique about the Disney Store
•Offer the best merchandise and franchise storytelling
•Drive foot traffic to the physical Disney store locations
•Be an industry leader in the entertainment mobile space
•Allow guests to easily shop the way they want to shop
Problems
What problems do we intend to solve?
•Bridge the gap between the digital and physical stores
•Know our guests to offer them a more personalized experience
•Develop a user-centered product and technical architecture
•Simplify and optimize the shopping and checkout flow
•Increase in-app conversion, sales, and guest engagement
SOLUTIONS
What is the big idea?
•Create a magical Disney retail experience and mobile hub
•Tell a story that nurtures guest needs in-store and on the go
•Design a seamless and engaging shopping experience
•Offer a broad selection of unique and exclusive products
•Utilize innovative technology to personalize the experience
Positioning
The Disney store allows guests to experience the magic of Disney both in-store and on the go to easily find exclusive memorable gifts. We accomplish this by:
Giving first access to new releases, collector’s items, and exclusive products
Providing birthday and holiday invitations for in-store events to create magical family moments
Creating a seamless shopping experience across mobile, web, and physical stores
Personas
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
User-Centered Experience
Personalize
Personalize the experience based on guest behavior:
Curated content that’s relevant to the guest
Smart search and recommendations
Upcoming events: Birthdays, Holidays, Special Occasions
Customize
Customize the experience based on guest preferences:
Advanced filtering systems
“Create my experience” / “Who am I” dashboard
My favorite products, characters, franchises, and events
Socialize
Create a global community allowing guests to:
Share on Facebook, Twitter, Instagram
Deep link from social networks and emails
Meet other guests who share their interests
Brand Architecture
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
Happiness
Create happiness through magical experiences.
Brand Promise
Create happiness through magical experiences.
Bring home the characters you love. Experience the magic.
Taglines
Bring home the characters you love.
Experience the magic.
Magical Experience
Brand Attributes
Magical
Family-Oriented
Happy
Imaginative
High-Quality
Fun
Visual Language
Clean
Engaging
Modern
Simple
Minimal
Timeless
