Disney tries to clear clutter and focus consumers on core properties by changing the front door of its main website

Scope: Create a flexible information delivery system that successfully communicates the personality of the Disney brand without overwhelming the visitor with distracting visuals, gratuitous graphics or squandered use of pixel space. Increase consumer awareness of and traffic to the multiple businesses within the Disney.com brand.
Create a sustainable revenue opportunity on the homepage that contributes economic support to the continued functionality of the site. Make every pixel count on the homepage, either as a revenue
generating opportunity or a branding opportunity.

Role: My role as Vice President of Design for Disney's internet properties allowed me to tap into the resources of a design, programming and human factors team that all reported to me to support product efforts. Several designs were created and tested; the design to the right was chosen to roll out.

Results: Change is never easy. Despite testing successfully with consumers, the new design proved impossible to form a consensus with Disney's senior management. The final product was placed on hold next to all the film scripts and theme park ideas kept in storage.