1. Gaurav Anand Ashutosh Kaushik Saurabh Koparkar Matthew Rubinstein
Disney.go.com Strategy
Gaurav Anand
Ashutosh Kaushik
Saurabh Koparkar
Matthew Rubinstein

2. Discussion Topics Overview and Strategic Focus
Reputation / Performance
Gateway
Site Map(s)
Search Feature
Search Engine Optimization
Shopping
DXD
Credibility

3. Overview & Focus General Overview: -Great interaction design
-Succeeds as an infotainment product
-“Magic” as a guiding rule for UX feel and IA design
-High yield, functioning product, post-implementation stage -Challenging to make changes: limited control over content
Strategic Focus:
-Tailor strategy for quick fixes with a focus on higher level issues
-Review the impact of Prominence Interpretation rule
-Enhance findability through several routes (most crucial)
-Personalize UX with more session cookie use
-Improve UX/UI consistency
-Patch up credibility
-Pixie Dust ®
Overview & Focus

4. Reputation / Performance

5. Gateway Open Issues: -Footer navigation is inconsistent
-Global navigation provides limited context
-Too much is emphasized
-Flash-only
Strategy:
-Wrap Flash in AJAX Layer:
-Can improve accessibility
-Good excuse to add a metadata layer
-Redo “lite” gateway in not-flash
-Great test for an AJAX pitch
-Add temporal context:
-News/Events/New Content/New Products ticker
-Redo global and footer navigation:
-Include roll-over scope notes
-Add breadcrumbs to navigation
Gateway

6. Site Map(s) Assessment: -Limited to sub-site titles -Not searchable
-Only inclusive of select domains (separate site maps)
-No metadata about amount or type of content
-Issues with control over content
Strategy:
-Dynamic generation from metadata on indexed pages
-Aggregate Corporate, Consumer, and Shopping maps
-Include scope notes or rollover previews for page listings
Site Map(s)

7. Search Assessment: -Strong focus on products -Not all content indexed
-Corporate Included! (but some domains still missing)
-Little control given to user over search function
Strategy:
-Improve findability through contextual navigation
(bread-crumbs in search results too!)
-Allow selective searching of specific sub-sites
-Improve categories for filtering
-Add metadata info: article count, recommender results
Search

8. Open Issues:
-Lack of metadata results in minimal findability for content in sub sites and in flash pages (In-Site search works better)
-Old content is Page-Ranked above newer things
Strategy:
-Archive/Remove dated content to avoid obfuscation
-Improve findability by sharing index data or by adding tags to the html or AJAX wrapper
SEO
vs…
site:disney.go.com “Depp”

9. Shopping Open Issues: -Prominence Interpretation Rule
-Shopping Site Map is hidden -Warning(s) Panel
-Inconsistencies in the buying experience for:
-Movie Tickets
-Park Tickets
Strategy:
-Re-evaluate the use of emphasis on the main page
-Separate Warning(s) panels for types of notifications
-Notify user when switching to a 3rd party checkout and at all exit points from the Shopping sub-site if cart is used
Shopping

10. DXD Open Issues: -Lack of search
-Lack of feedback and inconsistency in UI -Loading interstitial pages between ‘channels’
-Lack of metadata (how do I know whats popular?)
-Overloaded visual display
Strategy:
-Correct visual issues with UI
-Add article/Item count and/or popularity measures
-Employ more robust use of session cookie to improve consistency for a single user between sessions
DXD

11. Credibility Assessment:
-Great presumed, surface, and reputed credibility
-Earned credibility suffers from some inconstancies in UX -Use of Ad’s (fold-out flash especially) hampers trust
-Inconsistencies between different versions of pages
-Forcing flash on the user hurts surface credibility
Strategy:
-Apply restrictions to the animation of 3rd party Ad’s
-Provide non-flash gateway
-Improve Shopping “Warnings”
-Clean up alternate versions of content
-Add missing Exit Point warnings for Shopping
-Fix different checkouts for Movie Tickets, and Park Tickets
Credibility

12. Questions?
Fin!
Thanks!