Client:
Disney Visa Debit
Goal:
Website Redesign and Rebrand
Role:
UI UX Designer
Tools Used:
Adobe XD
Slack
JIRA
Adobe Illustrator
Adobe Photoshop
Slack
JIRA
Adobe Illustrator
Adobe Photoshop
Timeline:
Redesign: From explorations to final designs in 8 weeks while working with multiple projects at the same time.
Rebrand: From explorations to final designs in 8 weeks while working with multiple projects at the same time.
Background:
The Disney Visa Debit Card, issued by Chase, is a banking card linked to a user's checking account that offers special Disney-related perks and rewards. Cardholders can enjoy discounts on Disney merchandise, vacation packages, and access exclusive photo opportunities at Disney parks.
Process
Research & Planning
Before wireframing began, it was essential to have a clear understanding of the project requirements. This included understanding the needs of Disney Visa Debit Cardholders, the features and functionalities required, and any specific branding or Disney-related elements that must be incorporated.
Design & Prototyping
I wanted to create a better experience for the users and have more accessible to them. For instance, users may need to access their account or explore Disney perks. This led me to focus primarily on the home page as it lacked navigation and promotional call to actions.
I started with rough sketches and conceptual wireframes that outlined the basic layout and structure of the website. These wireframes served as a starting point to visualize the placement of key elements such as navigation menus, content areas, call-to-action buttons, and Disney branding. I also referenced other Disney websites to integrate a cohesion of style.
Development & Implementation
I documented the wireframes with detailed annotations and explanations for developers and designers to reference during the implementation phase. This documentation included specific instructions regarding colors, fonts, button styles, and other design elements. The wireframes served as a blueprint for me to create high-fidelity mockups, and for the development team to implement the website's structure and functionality.
Testing & Optimization
Conducted rigorous testing across various devices and platforms to ensure compatibility and performance.
Solution
Promotion Visibility
A key part of the redesign was integrating more visibility of Disney perks for cardholders, such as exclusive access to theme park promotions, discounts on Disney merchandise, and special offers. This helped create a more engaging experience for cardholders, enhancing the value of the Disney Visa Debit Card.
Seamless Navigation
The redesign introduced a simplified navigation structure, making it easier for users to find key features such as card designs, limited-time offers, and Disney perks. Clear menus, intuitive icons, and a streamlined user journey allowed cardholders or potential cardholders to quickly access what they needed without confusion.
Consolidated Information
The website's information architecture was restructured to consolidate relevant data into digestible sections. Card details, perks, and promotions were grouped logically, reducing clutter and making the content more user-friendly. This helped users easily find important information without being overwhelmed by too much data on each page.
Developing the Website Style Guide:
For the site redesign and rebrand I adhered closely to the pre-established brand guidelines to ensure consistency and alignment with the refreshed brand’s identity.
Defining Digital-Specific Standards:
While the brand identity provided the overall direction, I developed additional standards specific to the website, including:
Interactive Elements: Created guidelines for buttons, hover effects, and form interactions.
Layouts and Grids: Structured a responsive grid system that optimized content display across devices.
Web Typography: Adapted the brand’s typography for digital use, focusing on readability and accessibility.
Consistency Through Documentation:
I documented these digital adaptations in the style guide, making it a comprehensive resource for web developers and content creators. This ensured every element of the site—from navigation to imagery—remained consistent with the brand's identity while meeting the unique demands of digital design.
Results
Increased User Engagement:
The new design resulted in higher user engagement, as cardholders were more likely to interact with the site to manage their accounts and explore Disney perks. The intuitive design and mobile accessibility led to more frequent visits and higher interaction rates with Disney-themed content and promotions.
Higher Conversion Rates for Disney Offers:
The integration of Disney perks within the website led to a higher conversion rate for special promotions and offers. By making it easier for users to access and redeem perks directly from the site, Disney Visa Debit Cardholders were more likely to take advantage of exclusive deals, increasing both customer loyalty and usage.
Improved Customer Satisfaction:
With a cleaner, user-friendly interface and a mobile-responsive design, the redesign significantly improved customer satisfaction. Users appreciated the ease of managing their accounts, accessing rewards, and using the website across different devices, which in turn led to more positive feedback from cardholders.
