Disney Mobile Cart

After a successful Marvel e-commerce launch, and our department head learning of my experience with human centered design, I was tasked with taking a look into Disney’s mobile shopping cart. We knew that there was an issue, but at the time, had little insight into why sales were so low on Disney’s newly launched mobile site. At the time, there was no user experience team at Disney Consumer Products, or their online store. Our department head knew there was time in this development cycle to allow some resources to try to fix the problem. After pitching a brief and outlining a 3 month plan, I was able to hire a few contractors to assist, and use our QA department, who we wanted to keep on staff in between development cycles, so we didn’t have to let them go and re-hire, losing some of their experience if they found other work.

 

ORIGINAL PROJECT SKETCH

 

 

PROCESS AND STRATEGY

First, I created a timeline and budget and pitched a research plan to the director of engineering to fix the mobile cart.
Next, I gathered the QA team, and had them test a variety of devices and payment methods in the current checkout process using gift cards and test credit cards to fully complete the checkout process, which hadn’t been done previously. I knew we needed to hire an additional contract UX designer to create prototypes. We used the QA team as consumers to test the prototypes, then used the findings to create new payment flows and mockups. In three months time, we were able to deliver the designs to our development team in time for the next cycle.

 

 

MOBILE CART SCREENS

  


 
 

 

OUTCOMES

 

After we launched the new mobile checkout, Disney saw a 40% increase in mobile e-commerce site sales, accounting for millions of dollars in revenue each month. I was promoted to Director of UX, Engineering Web Commerce and continued to streamline the checkout process and add features and functionality. Because of this project the QA department didn’t need to 20 new QA engineers each quarter, and could keep them employed year round.