MyDisney
Bibbidi-Bobbidi-New
Challenge
As Disney looked to evolve into its new era, they recognized they needed to better connect their universes to become a single metaverse. The first step was connecting their disparate digital platforms (from Disney+ to ESPN to ShopDisney and everything in between). The first try at a single sign-on (SSO) didn't go smoothly, and users often only noticed the change when they got locked out of an account after changing a password somewhere else.
Work
For over two years, I oversaw research, held work sessions, and crafted creative strategies to decide how and when to brand and roll out this experience. I then mapped the user journey to see how the Disney brand could shape expectations and experiences. Partnering with the Siegel+Gale creative team, we then created a flexible yet strong MyDisney digital-first brand that fits seamlessly within Disney's powerful brand portfolio.
Impact
“The launch of MyDisney is more than just a new feature — it’s a new era for The Walt Disney Company where convenience meets magic. By allowing our guests to use one login for everything from Disney+ to Disneyland, we’re not just simplifying the technical side of things; we’re enriching the Disney magic that families know and love.”
Ajay Arora
SVP Commerce, Growth & Identity
Disney Entertainment & ESPN
The system leveraged clear UX and UI establishes consistency while allowing individuals brands to maintain their own identity and personality. The MyDisney brand is designed to build on the brand equity already established in the portfolio.
You made it this far, so here’s a fun fact about this project.
Avatar mash-ups were a huge first!
If you've logged into Disney+ and selected an avatar, you'll notice a vast array of options—from Cinderella to Iron Man, from Simba to Darth Vader. Disney is very careful about keeping their different worlds separate—like you'd never see a Stormtrooper wandering around Toontown. So, offering such a wide range of avatars was a big deal for them - but make things so much better for fans like me!
