Disney Mobile Order App project

User Need

Park guests want:
1) To maximize time in Parks
​2) Food ready when they arrive to eat
3) Intuitive mobile ordering from whatever device they are on

Product

Product wants:
1) Enable guests to mobile order
2) Make it effortless and clear
3) Accessible from Disney app or mobile web
​

Strategy & Solution

Content design strategy:
1) Understand user's state (in busy Park), goal (pre-order food) and challenge (complete order flow)
2) Help user achieve their goal
3) Use supportive content and human UI writing
4) Leverage meaningful, non-jargon microcopy
5) Use pictures, symbols and icons for simplicity
6) Make UI touch points clear and encouraging 

UI writing approach: 


  1. Understand the user
  2. Engage them in a conversation
  3. Help them achieve their goal

UX Writing: Let the Interface Speak

Step into the User's Shoes 

To make app flows easy and useful, the writer must understand the user and what they need in each stage of their journey.

To achieve this, we:
  • Unpack user insights and personas
  • Clarify user goals & steps to achieve
  • Test
  • Iterate

Engage the User

To be engaging, the content should lead the user and support them. One way to achieve this is to turn the interaction into a conversation.

To achieve this, we:
  • Speak to the user
  • Acknowledge their goals  
  • Make it human
  • Make it meaningful

Help the User Achieve the Goal

Effective UX writing combines product/user data with emotion and inspiration to produce useful, meaningful copy...but it's worthless if it doesn't help the user achieve their goal.

To achieve this, we:
  • Write to user goals
  • Walk users through steps to achieve goals
  • Make it effortless and fun

Easy, encouraging and thumbable (+ auto-engagement)!

Building awareness



PROJECT POV

Mobile order was a new app-based product for Disney Parks. Content design engaged with product and design to identify the user needs and interactions, design the product, create prototypes and identify in-product UI text and supportive site and app content. 

Content design partnered with:
  • product to design the feel and experience of the Mobile Order App product
  • design to shape the product design, content and UX writing within the app UI
  • marketing to drive awareness and keep the messaging consistent across touchpoints

Our strategy centered around simple, engaging and highly visual content.
Mobile order is not new to our users, but it is new to Disney, so we leveraged
familiar experiences and made it distinctly Disney – engaging and entertaining 

To achieve this, we leveraged storytelling and brand identity in our intros and content,
​and relied on clear, meaningful language in our UI touchpoints. 

Success Metrics:
  • rapid user adoption of mobile order capability (8%+ of in-Park order via App)
  • 8-10% decrease in stand-in-line orders
  • testing feedback >60% positive
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