Destination Pages
As a content designer for Disney Parks Experiences & Products, I was responsible for creating the wireframes and content maps for all 4 Theme Park destination pages for Walt Disney and 2 Theme Park destination pages for Disneyland.
The Challenges
Balancing Magic with Practicality
Disney content must deliver both inspiration and clear, actionable information. Content mapping has to accommodate storytelling elements and brand voice while ensuring that practical content (like park hours, dining reservations, mobility access, or park hopping rules) is immediately accessible.
Designing for Mobile-First Experiences
Most guests use mobile devices during their planning and in-park experience. The content map needs to support quick scanning, easy access to tools, and simplified navigation structures that work beautifully on mobile, without sacrificing depth of content.
Cross-Functional Alignment
Creating the content map involves collaboration across UX, SEO, marketing, product, and operations. Aligning on priorities, guest needs, and success metrics across these stakeholders can introduce complexity, especially when trade-offs are required.
Goals and metrics
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Our primary goal was to increase overall page traffic by improving content visibility, relevance, and SEO performance.
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A healthy scroll rate indicated that guests are engaging with the full depth of our content, signaling that the page layout and content structure are effective.
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Aiming to optimize time spent on page by delivering useful, well-prioritized information that encourages exploration without overwhelming users.
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Conversion rate was our most critical metric, measuring how effectively destination pages guide guests toward key actions like purchasing tickets, booking hotels, or using planning tools.
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We expect that increased page traffic will correlate with better awareness and usage of available vacation planning tools.
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Longer time on page—when paired with high conversion rates—will signal that guests are finding the information they need to confidently take the next step.
EPCOT
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Disney Hollywood Studios
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Magic Kingdom
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Disney Animal Kingdom
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Disney California Adventure
Disneyland Park
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