B2C CONTENT STRATEGY PROJECT FOR DISNEY PARKS, EXPERIENCES & PRODUCTS
DisneySprings.com Redesign
BEFORE SITE REDESIGN
Challenges
Business Need: Disney Springs is a sprawling outdoor shopping, dining, and entertainment complex at the Walt Disney World Resort in Florida. The business requested a site redesign to address the following issues:
Because the complex had high traffic but low sales, the business needed a redesign that would help advertise the array of options and boost sales.
The original site did not allow for retailers and dining establishments to feature new openings and special promotions or display inventory. The business wanted the tenants to be able to use the site for advertising purposes.
User Need: Because Disney Springs is so huge and overwhelming, the site needed to be searchable and easy for guests to navigate prior to and during their visit.
AFTER SITE REDESIGN
Strategy & Solutions
Created faceted search and navigation to help guests refine their searches more intentionally and uncover new shops, restaurants, and nightlife.
Determined that a high bounce rate (more than 90 percent) meant guests were failing to discover all that Disney Springs had to offer. Increased discoverability to keep guests moving through the site by adding internal links and suggestions for related venues and activities.
Worked with stakeholders to add internal reservations functionality (instead of having guests navigate to an external site like OpenTable.com).
Worked with visual design team and copywriters to improve the impact of the web design by integrating storytelling into every page through customizable features and promotional sections.