2010-2012
Disney Parks
I worked on Disney Parks at both Razorfish and BLITZ. While at BLITZ, we were tasked with building a digital strategy for and conceptualizing next-generation guest touch points to support the rollout of new in-park and in-resort technology - not to mention the rise and primacy of 4G mobile browsing.
We developed new vacation planning tools for guests, powering pre-, during and post-purchase processes. The insight driving the work was based on data gathered by Disney Research, showing a “trust gap” between initial excitement of booking a vacation and being on vacation, adversely affecting all-inclusive packages for on-property resort booking.
Our team moved from pre-booking tools to post-booking vacation planning and in-park integration with the yet-unannounced “X-Bands” - in collaboration with a Frog Design team. We provided conceptual, journey-based and final UI designs for maps and booking interfaces as part of our assignment, collaborating with the legendary WDI team.
My role in the beginning was focused on UX concept design for booking, and quickly shifted to leading content strategy, informed by the personalization platform and CMS’s metadata management capabilities. I finished the projects as one of the key design journey owners, helping map designs work within the modes of usage needed most by guests.
Beyond this, we worked with the WDPRO team on structuring UX and Design teams, and helping their internal teams evolve their design processes. This work included working with digital product stakeholders from across the organization to participate in the change management process.
