GEOFFREY O'BRIAN
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    • UX Writing: Spotify Tap
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    • Feature Awareness: WhatsApp
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    • UX Writing: Consent Screen (Meta)
    • Content Governance (Amazon & Meta)
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    • Information Architecture: Disney Feature Filters
    • Content Strategy: Facebook View App
    • Product Tool: Disney Trip Planning
    • UI Writing: Disney Mobile Order App
    • Content Testing
    • App Monetization: Disney Play app
    • Conversation Design: Disney Avatar Chatbot
    • Content Architecture: Shanghai Disneyland
    • Conversation Design: Disney Chatbots
    • Chatbot samples
    • Branding: Disney Play App
    • Branding & Copywriting: Disney, Amazon, Yoga Journal, Mammoth
  • Thought Leadership
    • Content Design for AR/VR Experiences
    • 5 Ways to Improve Content with User-centered Design
    • Good Qustions lead to Great UX Writing
    • Embracing "Design" in Content Design
    • Designing Omnichannel Content Experiences
    • Design Thinking: a Process for Content Design
    • 3 Questions to a Better Content Strategy
    • The Layers of User Experience
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App Content Design & Product Marketing



Product Marketing: Play App


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User Need

 Park Guests want to spend less time "waiting in lines" for experiences in our theme Parks. 
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Product Need

Our product team can't reduce lines in Parks, but we can create engaging, interactive experiences that Guests can do while waiting in line so that waiting in a line doesn't feel like waiting in a line. ;)  
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Solution/Strategy

Create content for a mobile app to turn wait time into play time.
  • create interactive games based on Attraction themes
  • leverage gaming and awards to inspire engagement
  • encourage family/group play and "heads-up" approach to mobile interaction 
Product marketing at Disney leverages digital marketing,
content marketing and brand marketing within an integrated strategy.

When adding content to our existing eco-system of content and sites, we
focus on contextually adding to existing stories that users are already consuming.

Play App Product Marketing

Our strategy for marketing this product included:

1. Contextual placements within the existing ecosystem of content in locations where Guests are seeking solutions to long-lines
2. Aspirational engagement via digital marketing (i.e. "sick of waiting in line at Disneyland?")
3. Core product landing page that is linked to from both external and internal product marketing
4. Content marketing solutions externally
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TESTING
We tested combinations of content and imagery to strike a balance between experience and information.
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PROJECT POV

The product content design team partnered with product and design to 
create an integrated campaign for the launch of Play.

The strategy focused on an integrated marketing model, leveraging digital,
search, contextual marketing, content marketing and branded content to
capture existing and new interest in an in-park App. The campaign focused
on "turning wait time into play time." My team developed a core landing 
page to receive incoming traffic from external marketing as well to receive
internal traffic from contextual placements.

We tested various content and imagery combinations and optimized 
placements post-launch. The campaign was a big success measured
by engagement, downloads and use in Park.


Success metrics:
  • app downloads
  • app usage in Park
  • user engagement / time in app
  • user feedback and ratings
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  • Home
  • Portfolio
    • UX Writing: Spotify Tap
    • Product Education Strategy & Components (Facebook View)
    • Artificial Intelligence Content (Disney)
    • Feature Awareness: WhatsApp
    • Product Education: Ray-Ban Smartglasses
    • UX Writing: Consent Screen (Meta)
    • Content Governance (Amazon & Meta)
    • Evolving Content Design (Amazon)
    • eCommerce: Reducing friction in Disney checkout flow
    • Information Architecture: Disney Feature Filters
    • Content Strategy: Facebook View App
    • Product Tool: Disney Trip Planning
    • UI Writing: Disney Mobile Order App
    • Content Testing
    • App Monetization: Disney Play app
    • Conversation Design: Disney Avatar Chatbot
    • Content Architecture: Shanghai Disneyland
    • Conversation Design: Disney Chatbots
    • Chatbot samples
    • Branding: Disney Play App
    • Branding & Copywriting: Disney, Amazon, Yoga Journal, Mammoth
  • Thought Leadership
    • Content Design for AR/VR Experiences
    • 5 Ways to Improve Content with User-centered Design
    • Good Qustions lead to Great UX Writing
    • Embracing "Design" in Content Design
    • Designing Omnichannel Content Experiences
    • Design Thinking: a Process for Content Design
    • 3 Questions to a Better Content Strategy
    • The Layers of User Experience
  • Speaking
  • Blog
  • Contact