Disney Threads

UX Design

AR - Try On

Team

Tools

Figma, Figjam, UserTesting.com, Miro

Role

UX Design & Research

UX Research

Data Analysis

Competitive Analysis

Interaction Design

Prototype

Overview

Recognizing a significant gap in the market, where Disney enthusiasts sought personalized merchandise options beyond traditional retail, we developed 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.

My Responsibilties

Design

Research

I was responsible for creating designs for user engagement

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

Created 15+ Components which maintains the consistency throughout the product

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

Contribute in creating Surveys, Screeners, Literature Review

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

Process

Problem Identification

Identifying issues and pain points within the website

User Research

Understanding the behaviors, needs, and motivations of users through various qualitative and quantitative methods.

Design Iterations

Refining and evolving a design concept to improve its aesthetics, functionality, and effectiveness.

User Testing

To Perform usability tests with participants remotely as well as in-person.

Feedback & Finalizing

Gathering insights directly from users to refine our offerings.

POV Statement

From the perspective of a dedicated Disney fan, the current landscape of acquiring and experiencing authentic Disney costumes is hindered by limitations in personalization, accessibility, and overall user experience. A platform that seamlessly blends digital exploration with the magic of character embodiment is urgently needed to deepen fan engagement and satisfaction.

"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."

User Goals

Business Goals

Personalize costumes with accessories and styling options.

Discover and try on a wide variety of authentic Disney costumes.

Visualize how costumes would look on their own bodies before purchasing.

Easily purchase costumes directly from the app.

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.

Drive costume sales: Offer a seamless shopping experience that converts users into customers.

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.

Features

We created this storyboard which appears to outline the process of signing up to the app to trying the costume using the AR feature and then ordering the costume.

Measure Up for Magic

Our advanced AR scanning technology accurately captures your body measurements, ensuring a perfect fit for your custom Disney costume. Simply stand in front of your camera, and our system will do the rest.

Your Dream Disney Look

Unleash your creativity with our intuitive customization tools. Mix and match different styles, colors, and accessories to create a truly unique Disney costume that reflects your personal style.

Share Your Magic

Join our vibrant online community and showcase your custom Disney creations. Connect with fellow fans, share inspiration, and participate in exciting challenges and contests.

Climb the Disney Fandom Leaderboard

Test your Disney knowledge and compete against other fans in daily quizzes, polls, and challenges. Earn points and climb the leaderboard to become a true Disney master.

Scope

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.

Global Accessibility

Global shopping experience, accessible anywhere, beyond location-bound limitations.

Real- Time Visualization

Instant costume visualization boosting decision-making and satisfaction.

Sustainability through Virtual Trials

Minimizes waste and enhances sustainability by reducing physical samples and returns.

Authentic Costume Catalog

Provides a curated range of authentic costumes across genres ensuring quality and allowing detailed customizations for a perfect fit.

Cross-Platform Compatibility

Ensures seamless access on all devices, bridging iOS, Android, and web platforms.

Competitive Analysis

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

User Demographics

Primarily Gen Z and Millennials (18-34), with a growing presence of older demographics.

Engagement Feature

Stories, Reels, IGTV, Live, AR filters, interactive stickers, polls, and quizzes.

Content Strategy

High-quality visuals, user-generated content, and trends.

Community Buidling

Hashtags, follow/unfollow features, DMs, and IG Live.

Monetization Model

Ads, in-app purchases (stickers, filters), brand partnerships.

Instagram

Pinterest

Discord

Fortnite

Roboflox

Findings

Each platform/application has its unique strengths and weaknesses.

Opportunities exist for enhancing user experience through customization and partnerships.

Threats include competition, privacy concerns, and dependency on consumer spending trends.

Initial User Survey

Our exploration into the dynamics between individuals and Disney-themed merchandise utilized a survey approach that was both methodical and insightful. Conducted through Google Forms, this phase of our project was marked by careful planning and a commitment to ethical standards, ensuring the collection of meaningful data.

Initial User Survey - Findings

By prioritizing clear objectives, ethical research practices, and thorough analysis, we gathered significant insights into the preferences and experiences of Disney merchandise consumers.

What are your favorite Disney characters or franchises?

8 Responses

Mickey Mouse & Friends

Disney Princesses (e.g., Cinderella, Ariel, Belle)

Pixar Animation (e.g., Toy Story, Finding Nemo, The Incredibles)

Marvel (e.g., Avengers, Spider-Man, Guardians of the Galaxy)

Star Wars

Frozen( e.g., Elsa, Anna, Olaf)

The Lion King

The Little Mermaid

None

3 (37.5%)

3 (37.5%)

3 (37.5%)

3 (37.5%)

- 0 (0%)

3 (37.5%)

3 (37.5%)

3 (37.5%)

3 (37.5%)

1

2

3

4

5

6

Collecting RAW contextual data

From the perspective of a dedicated Disney fan, the current landscape of acquiring and experiencing authentic Disney costumes is hindered by limitations in personalization, accessibility, and overall user experience. A platform that seamlessly blends digital exploration with the magic of character embodiment is urgently needed to deepen fan engagement and satisfaction.

I don't have much to suggest; my experiences have generally been positive, can be improved

The colors and authenticity of products don't always match their pictures online, which is disappointing.

Has previously dressed up as a Hogwarts student using non-official merchandise.

I browse various websites for shopping, being very selective about where I shop due to trust issues.

I primarily shop for clothes and occasionally shoes online, with a strong preference for clothes.

I have experience waiting for 2-4 weeks for shipping, which is really frustrating.

Never bought any personalized costumes

Have purchased Disney merchandise, specifically Mickey Mouse necklaces

Minimal personalization on accessories is acceptable.

Owns Disney-related accessories, like necklaces, which serve as practical souvenirs from Disney World.

Enjoys sharing Disney merchandise with friends and family as a way of sharing experiences.

Despite not being a Disney fan, I've always loved Cinderella, especially her gown. I even bought a dress inspired by her.

Bought disney goodies, goofies, sunglasses, action figures, mugs.

I'm open to participating in communities.

I prefer not to join communities for sharing merchandise designs

A big fan of Disney and Marvel collaboration

I feels that disney entails life experiences, mickey is one of the iconic characters and has been a kind of leader.

A big fan of Disney and Marvel collaboration

Never thought much about dressing like a character, but always wanted to be in the house of the Mickey mouse, cartoon.

I know about Disney and Mickey Mouse, but I don't feel any connection to Disney characters.

I admire characters like Elsa, Woody, and Rapunzel but don't find any Disney character directly relatable.

I'm a long-time Disney fan; I find Disney movies magical and nostalgic.

"I enjoy Bollywood movies and a variety of series."

I'm not a fan of Disney and don't follow Disney characters or stories.

I'm particular about movie genres and only watch certain types

I like watching Anime, gaming, and occasional online shopping, focusing on clothing sales.

I don't spend much time due to time constraints but enjoy movies, marvel, anime.

I Prefer merchandise to maintain its original branding without personalization

Prefer practical items over decorative ones for merchandise.

I like the idea of sharing merchandise experiences online to gain and provide inspiration, similar to Pinterest.

But I prefer trying on clothes in person for the immediate knowledge of fit.

I resort to online shopping when time constraints

Not a big fan of shopping online, it happens once in a blue moon

"I enjoy both online and in-person shopping.

I frequently shop online for clothes, household items, and stationery.

"I enjoy movies and a variety of series."

I have visited Disney World and hold fondness for Mickey Mouse and Cinderella

I know, it's a total mess,

But Who knew that a bunch of random ramblings could actually lead to something useful? Guess that's why we call it research.

Building the WAAD

From the perspective of a dedicated Disney fan, the current landscape of acquiring and experiencing authentic Disney costumes is hindered by limitations in personalization, accessibility, and overall user experience. A platform that seamlessly blends digital exploration with the magic of character embodiment is urgently needed to deepen fan engagement and satisfaction.

Thematic Grouping & Structure

Use and Views on AR

There’s potential in AR for trying on clothes virtually.

Experience using AR through Snapchat filters and B612 for entertainment, including age and eyewear filters.

Used AR through apps like Lenskart for specs

Engaged with AR through various makeup applications for testing foundation colors and clothing trials

I hope AR would help visualize how clothes fit exactly

Incorporate AR technology to help alleviate sizing issues for easier visualization in fit and appearance.

Skeptical about whether AR can accurately match colors and meet my expectations.

Improving the lighting and editing of product photos online is crucial for me

My experience with AR is pretty limited, mostly just casual use of filters on Snapchat, so I don't see it as very important

Used AR in lenskart to try on the glasses but still ended up going to the store

I've had a positive experience with AR; it's beautiful to see yourself in AR scenarios.

AR is essential before making online purchases to see how clothes look on me

Storyboarding

We created this storyboard which appears to outline the process of signing up to the app to trying the costume using the AR feature and then ordering the costume.

Maya wants to order a Disney character costume

Maya opens the Disneythreads App

Maya Answers some question for customization

Maya Signups to the application

Maya Gets to choose a variety of Costumes

Maya opens the Disneythreads App

Maya selects her favorite character and uses the AR Feature

The AI Algorithm will try to measure and adapt to Maya's body

Maya will able to see herseld wearing the costume before she order it.

User Interaction Flows

Creating a seamless and delightful purchasing experience that is in line with the fantastical world of Disney is the driving force behind creating an efficient user flow for the Disney Threads app.

Home Screen

Information Architecture

The goal of developing a structured and well-organized system that makes it simple for customers to navigate and locate the Disney items they want is the motivation behind constructing an efficient Information Architecture (IA) for the Disney Threads app.

Drag

Design System

To establish a cohesive and visually appealing design language, we developed a comprehensive design system 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

Lo-Fi/Mid-Fi Mockups

Creating a seamless and delightful purchasing experience that is in line with the fantastical world of Disney is the driving force behind creating an efficient user flow for the Disney Threads app.

Home Screen

High Fidelity Designs V 1.0

We created this storyboard which appears to outline the process of signing up to the app to trying the costume using the AR feature and then ordering the costume.

Onboarding

AR Scanning

Payment

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

The user suggested that they should be allowed to choose accessories.

Maybe we’ll be able to see sizes

In leaderboard, I wish I could see my score

There should be a button for express checkout button for future buys

More reviews and ratings can be given

High Fidelity Designs V 1.0

We created this storyboard which appears to outline the process of signing up to the app to trying the costume using the AR feature and then ordering the costume.

Insight

Suggested enhancement for the AR character feature, emphasizing the need for interactive and multidirectional movement rather than a static representation to increase engagement and realism

Redesign

Suggested enhancement for the AR character feature, emphasizing the need for interactive and multidirectional movement rather than a static representation to increase engagement and realism

Insight

“Just a thought... a sharing outfit feature would be a good fit on this screen, don’t you think?”

Redesign

Suggested enhancement for the AR character feature, emphasizing the need for interactive and multidirectional movement rather than a static representation to increase engagement and realism

Insight

Visual elements or icons on the community engagement page would be great to navigate through as a lot of things are happening

Redesign

Suggested enhancement for the AR character feature, emphasizing the need for interactive and multidirectional movement rather than a static representation to increase engagement and realism

Insight

have a picture of item in tracking would be more convinient

Redesign

Suggested enhancement for the AR character feature, emphasizing the need for interactive and multidirectional movement rather than a static representation to increase engagement and realism

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

Highlighted that locating quizzes under "community" was unintuitive, suggesting a need for better categorization

Faced difficulties in adding a quiz and navigating back

Felt certain about task completion but found it odd to retake only individual questions instead of the entire quiz.

Experienced confusion over whether they were creating or taking a quiz due to initial personalization options

High Fidelity Designs V 1.0

We created this storyboard which appears to outline the process of signing up to the app to trying the costume using the AR feature and then ordering the costume.

Insight

"I couldn't see the total bill, including service and delivery fees, before choosing the payment method."

Redesign

Suggested enhancement for the AR character feature, emphasizing the need for interactive and multidirectional movement rather than a static representation to increase engagement and realism

Insight

The user didn’t liked the percentage thing

Redesign

Suggested enhancement for the AR character feature, emphasizing the need for interactive and multidirectional movement rather than a static representation to increase engagement and realism

Insight

Visual elements or icons on the community engagement page would be great to navigate through as a lot of things are happening

Redesign

Suggested enhancement for the AR character feature, emphasizing the need for interactive and multidirectional movement rather than a static representation to increase engagement and realism

Insight

have a picture of item in tracking would be more convinient

Redesign

Suggested enhancement for the AR character feature, emphasizing the need for interactive and multidirectional movement rather than a static representation to increase engagement and realism

Final Designs

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

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.