Portfolio – Disney Genie+ – Case Study – EduCalvo Interactive Creative Consultant

UI / UX Design

Project

Case Study Disney Genie +

Summary

Redesigning the Landing Page for Disney Genie to Enhance User Engagement and Trip Planning Experience

Responsibilities

UI / UX Design
Creative Direction
Art Direction

Overview

Disney Genie is a digital planning tool introduced by Walt Disney World Resort to help guests create personalized itineraries for their park visits. The service offers real-time updates, customized recommendations, and convenience features like Disney Genie+ and Lightning Lane access. While the service provides valuable planning assistance, Disney recognized the need for a redesigned landing page to better communicate its benefits and drive user engagement.

In 2023, Disney partnered with us to redesign the Disney Genie landing page to enhance clarity, streamline navigation, and increase conversions. Our goal was to create a visually engaging and user-friendly page that would make it easy for visitors to understand the service, explore its features, and take action by integrating Disney Genie into their trip planning.

Client: Disney World – Disney Genie
Project: Landing Page Redesign
Sector: Travel & Entertainment
Date: 2023

The Challenge

The original Disney Genie landing page provided basic information but struggled to effectively communicate the service’s unique benefits and drive engagement. Users often found it difficult to understand how Disney Genie works, leading to lower-than-expected adoption rates.

The key challenges included:

Complex Information Structure: The page contained a lot of information but lacked a clear hierarchy, making it difficult for users to quickly understand the key features and benefits of Disney Genie and Disney Genie+.

Limited Visual Engagement: The original design relied heavily on text, with limited visuals to break up content or illustrate key concepts. This made the page feel overwhelming and less engaging for users.

Low Conversion Rates: Without clear calls-to-action (CTAs) or an intuitive flow, users were not taking the desired actions, such as learning more about Disney Genie+ or adding it to their trip plans.

Mobile Usability Issues: A significant portion of users accessed the page from mobile devices, but the original design was not fully optimized for mobile, resulting in a subpar experience on smaller screens.

The Solution

Our redesign focused on simplifying the information architecture, enhancing visual engagement, and creating a seamless, mobile-friendly experience that would encourage users to explore Disney Genie’s features and integrate it into their trip planning.

The solution featured:

Simplified Information Architecture

To make the page easier to navigate and digest, we restructured the content into clear, intuitive sections that guide users through the Disney Genie experience.

Clear Feature Breakdown: We divided the content into distinct sections for Disney Genie, Disney Genie+, and Lightning Lane, each with a concise overview and key benefits. This helped users understand the differences between the offerings at a glance.
Step-by-Step Explanation: We introduced a step-by-step guide that walks users through how Disney Genie works, from creating a custom itinerary to accessing real-time updates. This structure demystified the process and made it feel more approachable.
FAQs and Support: We added an expandable FAQ section at the bottom of the page to address common questions, reducing confusion and providing quick answers without cluttering the main content.

Visual Storytelling and Engagement

To enhance user engagement, we incorporated dynamic visuals, icons, and interactive elements that bring the Disney Genie experience to life.

Hero Section with Animation: The redesigned hero section features an animated background that evokes the magic of Disney, immediately capturing users’ attention. A prominent headline clearly communicates Disney Genie’s value proposition: personalized, stress-free planning.
Custom Illustrations and Icons: We used playful, Disney-themed illustrations and icons to represent key features, such as itinerary creation, real-time updates, and Lightning Lane access. These visuals made the content more engaging and easier to understand.
Interactive Carousel: An interactive carousel allows users to explore different benefits of Disney Genie+, such as ride recommendations and time-saving tips. This feature encourages users to engage with the content and learn more at their own pace.

Strong Calls-to-Action and Conversion Focus

To drive conversions, we placed clear, consistent CTAs throughout the page, encouraging users to explore Disney Genie+ and add it to their trip plans.

Primary CTA Buttons: Prominent buttons like “Add Disney Genie to Your Plan” and “Learn More About Disney Genie+” were strategically placed after key sections. These CTAs stand out visually and guide users toward taking action.
Sticky Navigation Bar: A sticky navigation bar at the top of the page allows users to jump to different sections and keeps the primary CTA (“Get Disney Genie”) visible as they scroll, improving accessibility and encouraging conversions.

Mobile-First, Fully Responsive Design

Given the high percentage of mobile traffic, we adopted a mobile-first approach to ensure a seamless experience on all devices.

Touch-Friendly Controls: The design includes large, easy-to-tap buttons and touch-friendly interactive elements, making it easy for mobile users to navigate the page and engage with content.
Optimized Load Times: We optimized images and animations to ensure fast load times on mobile devices, improving performance and reducing bounce rates.
Responsive Layouts: The page layout adapts seamlessly to different screen sizes, providing a consistent experience across desktops, tablets, and smartphones.

Enhanced Trust and Credibility

To build trust and encourage adoption, we highlighted social proof and provided reassurances about the value of Disney Genie.

Testimonials and Reviews: We added a section featuring quotes from park visitors who used Disney Genie and had positive experiences. This social proof helped build credibility and encouraged new users to try the service.
Disney Guarantee: A badge emphasizing Disney’s commitment to customer satisfaction reassured users about the service’s quality and reliability.

The Results

The redesigned Disney Genie landing page delivered significant improvements in user engagement, understanding of the service, and conversions.

Key results included:

Increased User Engagement: The combination of visual storytelling, interactive elements, and simplified content structure led to a 35% increase in time spent on the page. Users were more likely to explore different sections and engage with the interactive carousel and FAQs.

Higher Conversion Rates: Clear CTAs and a streamlined user flow resulted in a 40% increase in conversions, with more users adding Disney Genie+ to their trip plans or learning more about the service.

Improved Mobile Experience: The mobile-first design led to a 50% increase in mobile engagement, with a notable reduction in bounce rates. Users found it easier to navigate the page and take action on smaller screens.

Positive User Feedback: Feedback from Disney’s customer support team indicated that users had a better understanding of Disney Genie’s features and benefits, reducing the number of inquiries and enhancing the overall customer experience.

The Study

Conclusion

The redesign of the Disney Genie landing page successfully transformed it into an engaging, user-friendly platform that makes it easy for visitors to understand and adopt the service. By simplifying content, enhancing visuals, and optimizing the mobile experience, we helped Disney create a landing page that not only captures the magic of their brand but also drives real results.

This project strengthened Disney Genie’s position as an essential trip-planning tool for Walt Disney World visitors, delivering both convenience and enchantment to guests as they plan their magical Disney experiences.