Disney, like many large organizations, is made up of dozens of self-operating divisions – Disney Parks, Disney Channel, Disney Movies, Disney Store, etc. Each one had its own marketing objectives, digital presences, and user account systems, creating a fragmented experience for loyal users. The Disney Corporate Brand and Technology groups contracted my team for our strategic guidance.
We began the process of defining what the universal Disney account might look like by utilizing a number of different generative research methods, including industry research, competitive research and internal requirements gathering. From this foundation, we built a rough concept prototype.
We then conducted a series of focus groups to help us gather first-hand user insights on the universal account features. After speaking with a range of core Disney audiences, our team delivered a refined, substantial recommendation for the universal account structure that the Disney technology team was able to implement against.