Disney Corporate Responsibility
Disney set out to leverage its storytelling strength to inspire a sense of belonging, balance, and hope through its corporate social responsibility efforts. As part of an agency team engaged directly by Disney, I helped shape the underlying UX strategy for a platform designed to communicate that impact clearly to investors, NGOs, media, and the public.
client
The Walt Disney Company
year
2023
timeframe
2 Months
Example of the desktop homepage experience for Disney CSR.
Problem statement
Disney's corporate social responsibility strategy did not sufficiently emphasize the issues that mattered most to investors, NGOs, and media, falling short of expectations for a company of its stature and global reach.
Solution
The team began by conducting interviews and discovery workshops to understand what made Disney's approach to social responsibility distinct, what impact they wanted to create, and why audiences should care. This was paired with a thorough analysis of the competitive landscape, examining how other organizations told their impact stories and the visual language they used to do it.
From there, I provided the underlying architecture for the experience, including:
Information architecture and site organization that guided users intuitively to key sections like sustainability and philanthropy
Content strategy to support Disney's storytelling across its impact areas
User flows mapping how different audiences would navigate and engage with the content
Wireframes for a flexible storytelling system that allowed Disney teams to craft and share stories relevant to their specific audiences
This foundation was approved by stakeholders and handed off to the design and development teams for build out.
Example of final Information Architecture chart.
Example of a user flow.
Example of a competitive analysis report for the discovery.
Affinity mapping from stakeholder interviews for the discovery.
Example of detailed wireframes for desktop.
Example of designed modules based on wireframes.