MyDisney / More than pixie dust
Opportunity
As Disney evolved into its new era, they recognized that exceeding guest expectations required uniting the company's portfolio of brands for the first time ever. After several previous attempts fell short, my team stepped in to reimagine the approach. We focused on the core purpose and potential, creating a brand and digital platform that transformed how guests interact with Disney's entire entertainment ecosystem.
Impact
Creating and adding the MyDisney brand to the experience increased consumer trust by an average of 4% across all properties, leading to a better customer experience and a higher likelihood of use.
“The launch of MyDisney is more than just a new feature — it’s a new era for The Walt Disney Company where convenience meets magic. By allowing our guests to use one login for everything from Disney+ to Disneyland, we’re not just simplifying the technical side of things but enriching the Disney magic that families know and love.”
Ajay Arora (SVP Growth & Identity Disney)
For over two years, I oversaw research, held work sessions, and crafted creative strategies to decide how and when to brand and roll out this experience.
I then mapped the user journey to see how the Disney brand could influence expectations and experiences.
Sign-up/Login
Set expectations by using the brand to deliver a clear message and explain why we are doing this
Account Management
Deliver on the promise of simplicity and ease through the development of key features
On-going relationship
As product development continues, leverage the brand as a proof point of future commitment.
The last piece was leading the Siegel+Gale design team to create a flexible yet strong MyDisney digital-first brand that fits seamlessly within Disney's powerful brand portfolio.
You made it this far, so here’s a fun fact about this project.
Avatar mash-ups are one of the only places Elsa, Groot, and Darth Vadar get to hang out together
If you've logged into Disney+ and selected an avatar, you'll notice many options—from Cinderella to Iron Man, Simba to Darth Vader. Disney is very careful about keeping their different worlds separate— you’ll never see a Stormtrooper wandering around Toontown. So, offering such a wide range of avatars was a big deal for them - but an important thing for making Disney+ so personal for fans!
