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.
UX Strategy
Website
Corporate Responsibility
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
Outcome
This foundation was approved by stakeholders and handed off to the design and development teams for build out.