Deep Adalja

Disney Threads: Your Character Awaits

Interaction Design, User Engagement

Role

Product Designer

Tools

Figma, Miro, UserTesting.com

Duration

3 Months

Team

Deep, Vibha, Bindi, Anagh

Interaction Design, User Engagement

Duration

Team

Tools

Figma, Figjam, UserTesting.com, Miro

Role

UX Design & Research

My Impact

User Engagement

Reusable UI Components

User Retention

Features

Reusable UI Components

Features

Reusable UI Components

Features

Overview

Recognizing a significant gap in the market, where Disney enthusiasts sought personalized merchandise options beyond traditional retail, we designed Disney Threads. This innovative mobile app addresses the challenges faced by consumers in visualizing and purchasing authentic Disney costumes. By leveraging Augmented Reality (AR) technology, Disney Threads enables users to virtually try on a wide range of costumes, fostering a deeper emotional connection with Disney characters.

Our Concept

Community Sharing

Connect, Share, Celebrate: Together in Every Moment

Community Sharing

Connect, Share, Celebrate: Together in Every Moment

Community Sharing

Connect, Share, Celebrate: Together in Every Moment

Community Sharing

Connect, Share, Celebrate: Together in Every Moment

Customized Merchandise

Your Style, Your Signature: Personalized at a Touch

Customized Merchandise

Your Style, Your Signature: Personalized at a Touch

Customized Merchandise

Your Style, Your Signature: Personalized at a Touch

AR Outfits

Dress in Magic, Wherever you are.

AR Outfits

Dress in Magic, Wherever you are.

AR Outfits

Dress in Magic, Wherever you are.

Project Timeline

We followed a structured timeline over three months, with clear milestones for each phase. From initial research and brainstorming to prototyping and final implementation, the timeline ensured smooth progress and iterative improvements based on user testing and feedback.

My Responsibilties

Design

Research

I was responsible for creating designs for user engagement

I was responsible for creating designs for user engagement

I created wireframes, mockups, lo-fi prototypes, hi-fi prototypes

I created wireframes, mockups, lo-fi prototypes, hi-fi prototypes

Created 15+ Components which maintains the consistency throughout the product

Created 15+ Components which maintains the consistency throughout the product

I also have a major role in creating the design system for the disneythreads

I also have a major role in creating the design system for the disneythreads

Contribute in creating Surveys, Screeners, Literature Review

Contribute in creating Surveys, Screeners, Literature Review

I took Total to 5 interview, 2 in person and 3 on UserTesting.com

I took Total to 5 interview, 2 in person and 3 on UserTesting.com

Also pulled out all the important insights and used them for the redesigns

Also pulled out all the important insights and used them for the redesigns

Stakeholder Prompt

Enhance The Fan Engagement

Disney Threads's User Engagement Principles

Content Marketing

Engaging Content Creation

Storytelling

Machine Learning/Artificial Intelligence

Algorithm-Driven Suggestions

Tailored Experience

Social Media

Platform Utilization

Interactive Campaigns

User Generated Campaigns

Community Building

Behind the Scenes

Immersive Storytelling

Content Marketing

Engaging Content Creation

Storytelling

Machine Learning/Artificial Intelligence

Algorithm-Driven Suggestions

Tailored Experience

Social Media

Platform Utilization

Interactive Campaigns

User Generated Campaigns

Community Building

Behind the Scenes

Immersive Storytelling

Content Marketing

Engaging Content Creation

Storytelling

Machine Learning/Artificial Intelligence

Algorithm-Driven Suggestions

Tailored Experience

Social Media

Platform Utilization

Interactive Campaigns

User Generated Campaigns

Community Building

Behind the Scenes

Immersive Storytelling

Content Marketing

Engaging Content Creation

Storytelling

Social Media

Platform Utilization

Interactive Campaigns

User Generated Campaigns

Community Building

Immersive Storytelling

Machine Learning/Artificial Intelligence

Algorithm-Driven Suggestions

Tailored Experience

Behind the Scenes

Competitive Analysis

This competitive analysis provides insights into the landscape of each platform/application, helping to identify areas for improvement and growth opportunities.

Findings

Out of all the features, I chose:

User-Generated Content

The reason I chose this category is because people love sharing content on social media and crave for validations. This is a popular user engagement feature.

Polls & Quizes

Adding interactivity to the app will let users feel more involved in the content creation process.

Community Feature

Groups, forums, or collaborative spaces for more personalized experience, where fans can share ideas, content, and discussions.

Goals

User Goals

Business Goals

Connect with other Disney fans and share their costume creations.

Have a fun and engaging experience interacting with Disney characters in an immersive way.

Increase user engagement and retention: Create a platform that users will enjoy and return to frequently.

Position Disney as a leader in innovative retail experiences: Showcase the company's commitment to leveraging cutting-edge technology to enhance customer satisfaction.

Generate new revenue streams: Explore opportunities for monetization, such as in-app purchases, partnerships, or advertising.

Strengthen the Disney brand: Enhance the emotional connection between fans and Disney characters through a personalized and immersive experience.

How Might We

"How Might We Create a user-centric solution that enables Disney enthusiasts to personalize merchandise with their favorite characters, thus increasing their emotional bond and elevating their Disney experience."

Paper Wireframes

Brainstorming on the possible designs of all the task flows through wireframes.

Community Home Screen

Style Guide

To establish a cohesive and visually appealing design language, we developed a comprehensive style guide that included a defined color palette, typography standards, and reusable UI components. This framework ensured consistency and efficiency throughout the application's development.

Color

Typography

Components

Layout

Success

25%

#00A579

25%

#00A579

Primary

25%

#032160

Secondary

25%

#0f6CBD

25%

#F2F6FF

25%

#6B6B6B

Error

25%

#EBC06C

25%

#EBC06C

Warning

25%

#FF4F5B

25%

#FF4F5B

Text

25%

#111111

25%

#838387

Background

25%

#FFFFFF

Color

Typography

Components

Layout

Success

25%

#00A579

25%

#00A579

Primary

25%

#032160

Secondary

25%

#0f6CBD

25%

#F2F6FF

25%

#6B6B6B

Error

25%

#EBC06C

25%

#EBC06C

Warning

25%

#FF4F5B

25%

#FF4F5B

Text

25%

#111111

25%

#838387

Background

25%

#FFFFFF

Color

Typography

Components

Layout

Success

25%

#00A579

25%

#00A579

Primary

25%

#032160

Secondary

25%

#0f6CBD

25%

#F2F6FF

25%

#6B6B6B

Error

25%

#EBC06C

25%

#EBC06C

Warning

25%

#FF4F5B

25%

#FF4F5B

Text

25%

#111111

25%

#838387

Background

25%

#FFFFFF

Color

Typography

Components

Layout

Success

25%

#00A579

25%

#00A579

Primary

25%

#032160

Secondary

25%

#0f6CBD

25%

#F2F6FF

25%

#6B6B6B

Error

25%

#EBC06C

25%

#EBC06C

Warning

25%

#FF4F5B

25%

#FF4F5B

Text

25%

#111111

25%

#838387

Background

25%

#FFFFFF

High Fidelity Designs V 1.0

User Testing Round 1

We got a lot of insights through user testing, the ones shown below is the ones which we filtered out for necessary changes.

4

Moderated

7

UserTesting.com

Positive Feedback/Insights

Room for Improvement

The good things is the interaction was very easy

Really liked the cards

The design definitely exceeded the expectations

He liked the LEARN MORE option and thought he can click on it if he faced any issues

Super easy to navigate

Likes that he can call or chat with the delivery person

Liked it very much as its very familiar with what he has done in the past

Show the number of steps instead of percentage

The user suggested that a 3D simulation would be a cherry on the cake

The task can be make more engaging

In leaderboard, I wish I could see my score

More reviews and ratings can be given

Reiteration 1.0

Guided by User Testing Round 1 insights, I redesigned key features to improve user engagement. These changes aim to create a more intuitive experience and enhance interaction.

Before

There was no indication of popular content, which missed the opportunity to guide users towards trending or highly liked posts.

Before

There was no indication of popular content, which missed the opportunity to guide users towards trending or highly liked posts.

Before

There was no indication of popular content, which missed the opportunity to guide users towards trending or highly liked posts.

Before

There was no indication of popular content, which missed the opportunity to guide users towards trending or highly liked posts.

Before

The previous design did not include captions or hashtags, limiting opportunities for users to interact through comments and discussions.

Before

The previous design did not include captions or hashtags, limiting opportunities for users to interact through comments and discussions.

Before

The previous design did not include captions or hashtags, limiting opportunities for users to interact through comments and discussions.

Before

The previous design did not include captions or hashtags, limiting opportunities for users to interact through comments and discussions.

After

Highlighting "Fan’s Favorite" with a badge draws attention to popular content, which can increase user curiosity and drive engagement with trending posts, fostering a sense of community.

After

Highlighting "Fan’s Favorite" with a badge draws attention to popular content, which can increase user curiosity and drive engagement with trending posts, fostering a sense of community.

After

Highlighting "Fan’s Favorite" with a badge draws attention to popular content, which can increase user curiosity and drive engagement with trending posts, fostering a sense of community.

After

Highlighting "Fan’s Favorite" with a badge draws attention to popular content, which can increase user curiosity and drive engagement with trending posts, fostering a sense of community.

After

Adding a caption with hashtags like #DisneyThreads and #ToyStory makes the post more discoverable, encouraging users to engage through comments and share similar interests.

After

Adding a caption with hashtags like #DisneyThreads and #ToyStory makes the post more discoverable, encouraging users to engage through comments and share similar interests.

After

Adding a caption with hashtags like #DisneyThreads and #ToyStory makes the post more discoverable, encouraging users to engage through comments and share similar interests.

After

Adding a caption with hashtags like #DisneyThreads and #ToyStory makes the post more discoverable, encouraging users to engage through comments and share similar interests.

"I didn't got at first what this '+' button do"

AI into the attack!!

Before

Users had to manually think of and type in the category for polls or quizzes, making the process slower and more prone to inconsistency.

Before

Users had to manually think of and type in the category for polls or quizzes, making the process slower and more prone to inconsistency.

Before

Users had to manually think of and type in the category for polls or quizzes, making the process slower and more prone to inconsistency.

Before

Users had to manually generate all possible options for quizzes or polls, making the process time-consuming and less creative.

Before

Users had to manually generate all possible options for quizzes or polls, making the process time-consuming and less creative.

Before

Users had to manually generate all possible options for quizzes or polls, making the process time-consuming and less creative.

After

A dropdown menu was added, allowing users to easily select from predefined categories, improving both user experience and the app's ability to categorize content accurately.

After

A dropdown menu was added, allowing users to easily select from predefined categories, improving both user experience and the app's ability to categorize content accurately.

After

A dropdown menu was added, allowing users to easily select from predefined categories, improving both user experience and the app's ability to categorize content accurately.

After

With the new AI icon, users can select it to receive automated fake suggestions, streamlining quiz creation and adding an element of surprise.

After

With the new AI icon, users can select it to receive automated fake suggestions, streamlining quiz creation and adding an element of surprise.

After

With the new AI icon, users can select it to receive automated fake suggestions, streamlining quiz creation and adding an element of surprise.

Before

The Background images in the categories Buttons were creating readability issues.

Before

The Background images in the categories Buttons were creating readability issues.

Before

The Background images in the categories Buttons were creating readability issues.

Before

The Background images in the categories Buttons were creating readability issues.

Before

The post card was not intutive and appealing to the users.

Before

The post card was not intutive and appealing to the users.

Before

The post card was not intutive and appealing to the users.

Before

The post card was not intutive and appealing to the users.

Before

Two search buttons were creating a consufion to the users.

Before

Two search buttons were creating a consufion to the users.

Before

Two search buttons were creating a consufion to the users.

Before

Two search buttons were creating a consufion to the users.

After

Replaced the Backgriubd images with a primary color which makes it more accessible.

After

Replaced the Backgriubd images with a primary color which makes it more accessible.

After

Replaced the Backgriubd images with a primary color which makes it more accessible.

After

Replaced the Backgriubd images with a primary color which makes it more accessible.

After

Created Filter tabs for the categories so that the users can directly see particular genre's feed.

After

Created Filter tabs for the categories so that the users can directly see particular genre's feed.

After

Created Filter tabs for the categories so that the users can directly see particular genre's feed.

After

Created Filter tabs for the categories so that the users can directly see particular genre's feed.

After

Made high impactful changes in the post sections.

After

Made high impactful changes in the post sections.

After

Made high impactful changes in the post sections.

After

Made high impactful changes in the post sections.

Guess what…

The users want MORE, duhh!!

After the first user testing, there was 16% improvement in the user engagement & 2/5 users were willing to come back to the application to play the polls and quizzes. But I felt like something is missing.

It would be great if I could see how I rank compared to other fans after taking a quiz.

A leaderboard would make it more fun. I’d definitely participate more if I could see where I stand.

I wish there was a way to earn something from participating in these polls and quizzes.

It’d be cool if I could earn points or credits that I could use for something, like discounts on merch.

It feels a bit empty after finishing a quiz—I want something that keeps me coming back.

Gamifying the Experience by Introducing Leaderboard & Rewards

Now the fans will be able to see the leaderboard after finishing Quiz/Poll. They will also get rewards points after each game which they can redeem during their merch purchase.

High Fidelity Designs V 2.0

User Testing Round 2

We got a lot of insights through user testing, the ones shown below is the ones which we filtered out for necessary changes.

9

UserTesting.com

Positive Feedback/Insights

Room for Improvement

Found the interface user-friendly and straightforward

Rated the experience highly (5/5)

The Designs can be more consistent

Expressed a desire to use the search bar to find quizzes but couldn’t

Absence of a back button within the quiz interface was frustrating

Reiteration V 2.0

Leaderboard was a Success

Now the fans will be able to see the leaderboard after finishing Quiz/Poll. They will also get rewards points after each game which they can redeem during their merch purchase.

User Engagement due to inclusion of Leaderboard and Rewards

Before

For all the desinger to come on the same page, we collaboately created a top navbar image which goes with the theme of Disney Threads.

Before

For all the desinger to come on the same page, we collaboately created a top navbar image which goes with the theme of Disney Threads.

Before

For all the desinger to come on the same page, we collaboately created a top navbar image which goes with the theme of Disney Threads.

After

Made some changes in the overall theme of the application design.

After

Made some changes in the overall theme of the application design.

After

Made some changes in the overall theme of the application design.

Before

Earlier designs were looking more dull and unplayfull, which didn't went with the gamification theme of the community section.

Before

Earlier designs were looking more dull and unplayfull, which didn't went with the gamification theme of the community section.

Before

Earlier designs were looking more dull and unplayfull, which didn't went with the gamification theme of the community section.

After

Made the Designs more user engaging with emojis and interactions.

After

Made the Designs more user engaging with emojis and interactions.

After

Made the Designs more user engaging with emojis and interactions.

Before

Again the less use of images in were making it unappealing to the users.

Before

Again the less use of images in were making it unappealing to the users.

Before

Again the less use of images in were making it unappealing to the users.

Before

Again the less use of images in were making it unappealing to the users.

After

Adding images where necessary whihc makes it more engaging.

After

Adding images where necessary whihc makes it more engaging.

After

Adding images where necessary whihc makes it more engaging.

Before

User wanted to see their ranking for that particular quiz and their all time ranking.

Before

User wanted to see their ranking for that particular quiz and their all time ranking.

Before

User wanted to see their ranking for that particular quiz and their all time ranking.

Before

User wanted to see their ranking for that particular quiz and their all time ranking.

After

Made some logical changes based on the user insights.

After

Made some logical changes based on the user insights.

After

Made some logical changes based on the user insights.

After

Made some logical changes based on the user insights.

Final Designs

The final design integrates key user insights to enhance engagement and ease of use. With the addition of dropdown menus for effortless category selection and AI-generated suggestions, the app fosters a more interactive experience. The new Leaderboard & Rewards system motivates fans by offering points redeemable during merchandise purchases. Overall, these changes reflect the core principles of Disney Threads, creating a magical experience that keeps users immersed and eager to participate

Reflection

Interacting directly with actual users gives great insights about the actual problem and their expectations from the app.

Establishing a continuous feedback loop with users was instrumental in refining and iterating on the app's design.

Learning to be flexible and responsive to user feedback, allowing for adjustments in the design to better meet user expectations and improve overall satisfaction.

Texas ERC

This project revamps the TexasERC website with a user-focused 3-column layout. Through research, design, and development, I addressed key pain points, improving accessibility and simplifying navigation for quicker access to information.

User-Centric

Accessibility