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Magic Key Web Evolution

The Magic Key Web Evolution project was an initiative to improve the guest experience and content clarity on Disneyland’s Magic Key pages. In response to a legacy legal settlement that resulted in heavy legal disclaimers cluttering the only existing page, the experience had become overwhelming for guests and diluted the brand’s messaging.  As a content designer, I partnered with cross-functional teams to reimagine how we presented this complex product. 

The Challenges

Legal Constraints

The original Magic Key page was dominated by legal copy, making it hard for guests to quickly understand the product’s value. Balancing legal requirements with a clear, guest-friendly experience was a challenge.

Product Comparison

The Magic Key program includes four different pass types with varying benefits, blockout dates, and discounts.  Clearly distinguishing these tiers required content hierarchy, visual clarity, and accessible language.

Content overload

Prior to this evolution, there was a lack of clear content architecture. All information lived on a single page, causing cognitive overload and user fatigue. 

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Goals & Metrics

In collaboration with a product designers, I was responsible for conducting competitive research, benchmarking, and gathering data with Content Square.

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The objectives were to

  • Establish a mini-site experience with three interconnected pages to support content clarity and exploration.

  • Improve user understanding of the four Magic Key pass options through a simplified comparison layout.

  • Increase engagement on individual pass tier sections (measured via scroll depth and click-throughs).

  • Reduce guest confusion by clarifying seasonal benefits and perks through dedicated, timely updates.

  • Support guests in navigating pass activation, renewal, and park reservations with a user-friendly "How To" guide.

  • Maintain compliance with legal copy requirements while minimizing disruption to the core guest message.

  • Improve overall time on page and reduce bounce rate through structured content flow and focused navigation.

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