I was assigned as UX Lead on this project and my immediate first steps were to gather data on customer pain points and audit the site to identify opportunities for improvement.
Available data included page dropoffs, engagement, time-on-page, and customer feedback comments. These helped identity core problem areas:
My audit of the existing site confirmed my various hypotheses that overall branding needed to clarify the value proposition and the ordering / payment processes needed to be drastically clarified and streamlined. Key areas of interaction needed improvement:
To stay on schedule, I used rapid whiteboarding sessions to make a Customer Journey and Task Analysis for quickly defining the CX strategy, content hierarchy and customer priorities. These were centered around a clear customer mental model with proper cognitive "scaffolding".
My biggest learning was the "Bonus Movie" as part of the regular checkout process was too confusing to customers and I suggested making the "Bonus Movie" a separate value-add AFTER the primary purchase had been completed.
Based on the overall Customer Journey, my redesign improved the experience in 5 key ways by:
As wireframes were completed and being sent to Disney, I met with their developers to begin writing and logging requirements documentation and user stories in Jira and Confluence.
In tandem with designing the final UI, I made flow diagrams that I submitted to Disney's devs and continued meetings with them to ensure proper implementation of the designs. I incorporated my final UI design comps into the flow diagrams to ensure the devs were absolutely clear on functionality, with final comps delivered via Zeplin for style specifications.
The final designs were relatively simple in that the majority of the heavy design work was on the main landing page. The Browsing pages and Checkout pages leveraged simple design patterns and elements, relying primarily on the dynamic display of the movie titles themselves.
Specific UI elements were crucial to resolving the problems we were tasked with solving:
"Value-Add" sections
"Live Suggest" Search
Sticky-Footer Cart
Streamlined Checkout
We launched successfully on a rapid turnaround. Amidst the simultaneous launch of Disney+, our rebranded Disney Movie Club site extended longevity for 8 more years, in part due to a branding shift focusing on a collectible-minded audience. Our new core UX interactions made a huge impact:
reduced cart abandonment
clarified the value proposition
made browsing more responsive
