MyDisney
Bibbidi-Bobbidi-New
Challenge
As Disney looked to evolve into its new era, they recognized that for the first time ever, The Walt Disney Company needed to better connect 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.
Impact
Adding the MyDisney brand to the experience increased consumer trust by an average of 4% across all properties, leading to a better customer experience and a higher likelihood of use.
“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 Growth & Identity Disney)
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.
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!
