Content Design for New Disney Park: Web & App
Challenge
As content lead, I was challenged to:
1) Identify content for Shanghai site 2) Create an information architecture 3) Build a content inventory 4) Integrate content across app/web 5) Shape initial marketing campaigns |
Solution
My solution was to:
1) Leverage in-depth cultural and user research to align user needs with business goals. 2) Inventory park experiences 3) Create site content hierarchy 4) Define information architecture 5) Develop source of truth for content, structure and filters to create, scale and maintain content |
StrategyMy content design strategy:
1) Data and research-driven approach 2) User-centered intuitive experience 3) Culturally appropriate products 4) Disney narrative storytelling 5) Imagery-rich content 6) Flat site structure with intuitive navigation to make 600 pages feel like 60 |
Ground-up Content Strategy
Content DevelopmentI identified all content needs and created a delivery timeline to complete.
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Content Wireframes & PrototypesI collaborated with designers to create site-wide templates for efficiency and consistency.
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Content MappingContent strategy created content wire frames to guide the content creation. |
PROJECT POV
As the lead content strategist responsible for shaping
an integrated ecosystem of site and app content, I worked full-time
on this project for over a year. We partnered with a team of vibrant
colleagues in Shanghai and met by phone nightly throughout the project.
The work included:
- information architecture
- product content design
- UI writing
- user and cultural research
The comprehensive digital strategy centered on a user-centered intuitive
experience to solve user & business goals by combining
research insights to influence the way a product functions, looks and feels.
- Integrated site and app experiences
- Human-centric design
- Narrative storytelling to expand Asian user's knowledge of Disney stories and characters
- Highlighting products familiar to Asian users
In the end, ShanghaiDisneyResort is equal parts Disney magic and Asian culture, inspiring high regional visitation to China's first theme park. The site, app and Park have succeeded far beyond Disney's expectations.
Success Metrics:
As the lead content strategist responsible for shaping
an integrated ecosystem of site and app content, I worked full-time
on this project for over a year. We partnered with a team of vibrant
colleagues in Shanghai and met by phone nightly throughout the project.
The work included:
- information architecture
- product content design
- UI writing
- user and cultural research
The comprehensive digital strategy centered on a user-centered intuitive
experience to solve user & business goals by combining
research insights to influence the way a product functions, looks and feels.
- Integrated site and app experiences
- Human-centric design
- Narrative storytelling to expand Asian user's knowledge of Disney stories and characters
- Highlighting products familiar to Asian users
In the end, ShanghaiDisneyResort is equal parts Disney magic and Asian culture, inspiring high regional visitation to China's first theme park. The site, app and Park have succeeded far beyond Disney's expectations.
Success Metrics:
- site conversions, bookings and revenue
- user feedback and ratings
- site / page / flow abandonment
- vacation bookings not requiring call center support
Disney's product content strategy team continues to design, create and optimize content for Shanghai Disneyland Resort.