shopDisney

During my time at Disney, I was the lead product designer for the shopDisney ecommerce platform. This included the responsive website and native apps. I worked on data and user research driven feature upgrades to the navigation, filtering, and checkout processes as well as a full site redesign (which involved a much larger team).

One of the most successful projects I led was the mobile ‘My Bag and Checkout Flow’ redesign. I collaborated with Product Management on the Data Analytics and Research and fully owned the design concepts from proposal, roadmap, test plan and implementation. Redesign efforts increased Conversion & AOV (average order volume) across mobile web & iOS, and the design patterns were translated to desktop web during the subsequent full-site redesign.

Goals

Our business goals for ShopDisney were to increase conversion, increase volume and maintain a lucrative partnership with Visa. Working with the Product Management and Data Analytics team, we identified the largest opportunity for growth was the high-traffic but low performing mobile cart.

Design Concepts

I designed wireframe prototypes and partnered with the Product Management team to hold working sessions to refine the design concepts. I presented to the VP of Experience Design and VP of Product for final approval as well as our Partners at Disney Visa and the ShopDisney Retail team.

Overview of My Bag redesign

I designed 5 different modules to enhance the bag experience and lift the KPIs defined. Product management and myself worked to codify the hypotheses of each module and how exactly we estimate each to contribute to overall success.

These included; The Quick Checkout module with order total, checkout and guest checkout shortcuts. The Disney Visa banner, with reduced information and increased prominence. A simplified product details modules within the bag. And our dynamic shipping banner with progress indicator paired with the Quick Shop Carousel with easy-to-add small items.

Implementation Roadmap & Testing

I proposed a roadmap and worked with product management to formulate each test along the way. We tested each upgrade independently in an A/B test. After the analytics were collected from all 5 of the tests, we presented the collective findings on Conversion and AOV.

Results

The results were compiled for all 5 tests, and were shown by our analytics team to have been a success. Each module passed the A/B testing phase and was implemented on the production environment for all guests. 

Summary

Conversion Rate: 2% lift in mobile conversion Average Order Value: 9% lift in order size on mobile Disney Visa Banner CTR: 5% increase in traffic driven to landing page Overall Revenue: Estimated $500,000+ dollars annual just from mobile updates