About Disney Springs:
Disney Springs is a sprawling outdoor shopping, dining, and entertainment complex at the Walt Disney World Resort in Florida.
Project SCOPE:
To address declining sales, DisneySprings.com needed a complete redesign and new information architecture to more effectively showcase the complex’s diverse offerings.
My Role:
I developed the information architecture for the Disney Springs site to ensure it was searchable and user-friendly. This design enables guests to effortlessly navigate the expansive complex before and during their visit, ultimately driving sales.
My Deliverables:
Content Inventory
User Flows
Site Map
Taxonomy
Key Collaborators:
Guest Experience Managers
Product Manager
Product Designers
Engineers
Conducted a comprehensive content audit and inventory of the original site to identify existing elements and user engagement patterns.
Assessed user behavior metrics, revealing a high bounce rate of 90 percent. I determined that the lack of internal links and reliance on an external reservation engine caused users to leave the site quickly.
Created a site map and user flows to visualize content gaps and user journeys, presenting findings to stakeholders and highlighting opportunities to enhance content and retain users on the site longer.
Developed wireframes with product designers based on identified gaps and proposed solutions, testing hypotheses on content placement and user navigation before full implementation.
Directed copywriters in creating new content tailored to user needs and the site’s goals, ensuring that the messaging was clear, engaging, and aligned with the overall strategy.
Designed a clear taxonomy, search functionality, and navigation structure to improve content organization.
Bounce rate reDUCED to < 65%
Increased PVs For Shopping, Experiences, and Events pages
A 23% increase in dining reservations COMPARED TO walk-ins
FEWER venue vacancies compared to THe previous 3 months, with sales showing an increase