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.
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?
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.