The Walt Disney Company had an aging website property that was out of sync with both the content they wanted to publish and the users they wanted to attract. As part of an agency team, I helped shape the UX strategy behind a new destination hub that would let TWDC create and publish content as quickly as the news itself was developing.
client
The Walt Disney Company
year
2025
timeframe
3 Months
UX Strategy
Content Hub
Website
Problem statement
The existing content management system was restrictive, limiting not only what TWDC could publish but how that content could look once published. It also lacked any taxonomy system to help users discover related content across the site.
Solution
The team approached this as both a content and systems problem. Together, we: * Programmatically migrated thousands of existing articles into the new system * Developed a flexible backend system that allowed content creators to customize the page experience based on content needs, and to incorporate external content from other Disney properties * Shaped the strategy behind a cohesive news hub that became the go-to source for investor and corporate news related to TWDC, spanning everything from investor relations updates to entertainment trailers * Designed an extensive taxonomy system that let content authors cross-pollinate and tag content from varying sources, helping users understand the full breadth of available