True North Agency · Disney Visa · Website redesign, 2014

Delighting cardmembers like never before.

+36%

New cardmember acquisition

2014

Location-aware, years before it was common

Brands aligned: Disney, Visa, and Chase

Paid drivers behind the post-launch traffic spike

My role

Art Director. Creative direction, strategy, UI and UX, responsive and mobile design

Agency

True North Agency

Client

Disney, with Visa and Chase

Scope

UX strategy, responsive design, content roadmap, location-aware features

01 — The problem

A lot of information, trapped in Flash.

The Disney Visa card earns perks like Disney merchandise, park tickets, and early access to shows. The site that explained them ran on Flash, wasn’t searchable, and was hard to update. Years of additions had left dense pages and inconsistent navigation.

From the RFP and pitch through build and launch, I was involved in nearly every step, from presenting wireframes to sitting behind the one-way mirror in UX focus groups.

Star Wars Disney Visa card featuring Darth Vader

02 — The strategy

Balance information with Disney magic.

The data showed how many repeat visits it took to convert, so I led extensive wireframing and prototyping to balance dense product information with Disney affinity. The site shifted its message by visitor: acquisition for prospects, retention and upsell for cardmembers.

03 — Location-aware

A tough sell in 2014.

Some perks only worked in the parks, like meeting characters such as Darth Vader. I pitched a location-aware site and helped prototype it to win the client over: with permission, it surfaced relevant offers when a visitor was near Disneyland or Walt Disney World.