I am an integrated marketing executive and content strategist with expertise in creating and directing multidimensional digital solutions and positive guest experiences. The work below represents a few samples of my recent projects.
Disney's Aulani Resort
Disney's Aulani resort recently went through a website redesign. I served as user experience lead, directing content strategy, copy and architecture, working closely with the design and technical teams. The result was a positive enhancement using more impactful, larger imagery to recreate the Aulani experience. We redesigned the global navigation to make finding content easier for our guests and developed a new media player to offer a multimedia guest experience throughout the site, including a photo and video tour. The content drives guests to the Disney booking engine where they can easily book their reservations online.
The site also offers a multimedia tour of the resort for users who prefer a visual experience through photos and videos.
Disney Vacation Club Prospects Website
Disney Vacation Club maintains two sites: one for marketing to prospects and the other as a an online tool for Members to research and book their destinations. The prospect site uses next generation storytelling with enhanced imagery and multimedia content to immerse guests in the vacation experience they can enjoy as Disney Vacation Club Members. The site offers a live chat with a Member Services representative and links to Disney Vacation Club's Facebook page with a guest forum and activities for Members to share their experiences.
Live Chat is available to allow guests to connect directly to a Member Services representative as part of their online experience.
The Disney Vacation Club integrates with social media, connecting guests to satsified Members and other prospects for discussions and special activities on the Disney Vacation Club Facebook page.
Disney Vacation Club Members Website
The Disney Vacation Club Member site provides resort information, special events and discounts for Members and an online booking tool that allows Members to book their resort online and pay using their Member points. Adding the booking engine eliminated long phone waits to Member Services, allowed guests 24-hour booking and wait listing and quickly achieved close to 50% of bookings for Disney Vacation Club resorts online. I served as content strategist, creative and user experience lead, directing a team of designers, information architects, media and copywriters in building the site.
Member Welcome page features a Member dashboard with a personalized display of account information. Top banners direct Members to important content. The banner above, for example, directs guests to a special social media contest on Instagram for Members.
The Member online booking engine allows resort search, waitlist and the functionality to pay online with Member points. It also features a vacation center with access to upcoming vacations, completed vacation records and offers the ability to modify reservations. The center also provides access to theme park tickets, vacation insurance, dining plans and transportation needs, for a more complete guest experience.
Disney Cruise Line Website
I have directed numerous projects for Disney Cruise Line's website, serving as creative lead, brand lead, user experience lead and content strategist. The site makes use of Disney's Next Generation format for storytelling and a more immersive guest experience. It offers information, tools, booking and a full multimedia experience on every landing page. Guests are able to view deck plans, tour the ship, explore itineraries, find special offers. We also created a special online app tied to Twitter and Facebook that allowed guests to follow the route of the Disney Fantasy on its maiden voyage and enjoy daily videos previewing the ship. It sold out its first month of cruises in the first week. The site is closely tied to Disney Cruise Line's social media pages for additional guest-generated content on Facebook, Twitter and You Tube.
Disney Fantasy Online Tracker allowed guest to follow the route of the ship's maiden voyage, launch daily videos and tie in with integrated content on Facebook, You Tube and Twitter.
To make it easier for guests to fill out required paperwork, the Disney Cruise Line team developed a set of documents that could be completed online. This video featuring Goofy was wildly successful in promoting the new feature which resulted in over 95% of guests' paperwork being filled out prior to arriving at the cruise terminal. This was a tremendous user experience and made the check in process quicker and easier!
The Parks site will soon be fully responsive for mobile smartphone and tablet use.
Advanced Search feature allows easy search and booking of the entire fleet of Disney Cruise ships. The engine connects to an online booking engine.
Disney Cruise Line's booking engine.
Disney Cruise Line web site is connected into social media sites for guests to share experiences, ask questions and participate in contests and special experiences.
Disney Cruise Line Facebook page.
Disney Cruise Line You Tube page presents added value with company and guest generated videos of the Disney Cruise Line experience, complementing the website.
Disney Parks Website
I was user experience lead for the recent redesign of Disney Parks, as we transitioned the site to a new responsive design following the Disney site standard. We made use of a new enhanced global navigation, more impactful imagery and a site design that better coordinated the guest experience as they transition to other Disney websites. The site is connected to a full array of social media sites to further enhance the guest experience. Disney Parks site is a work in progress with more enhancements to come including full site responsive desgn and and updated Disney Parks Blog.
The Disney Park Blog is a key element of the Disney Parks website.
The Disney Parks website is complemented with a full array of social media channels for guest participation, including Facebook, Twitter, You Tube and a special Mom's Panel where guests can submit questions to knowledgeable moms.
